Visual Communications Design - a methadology

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How to create and develop a visual communications project.

Visual Communications Design: a methodology

Method, process, tools & techniques.

Paul Rand, American designer

“Design is so simple. That’s why it is so complicated.”

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Ivan Chermayeff, American designer

“Design is directed toward human beings. To design is to solve problems by identifying them

and executing the best solution.”


Antoine de Saint-Exupéry

“A designer knows he has achieved perfection not when there is nothing left to add,

but when there is nothing left to take away.”


Debbie Millman - How to think like a graphic designer

“Design is one of the few disciplines that is a science as well as an art. Effective, meaningful design requires

intellectual, rational rigour along with the ability to

elicit emotions and beliefs.

Thus, designers must balance both the logic and lyricism of humanity every time they design something,

a task that requires a singularly mysterious skill..”


Leonardo Da Vinci

“Simplicity is the ultimate sophistication.”


As designers our role is to resolve problems and develop creative solutions.

The solution is in the problem

A project starts with a client and a briefing

As designers we have clients. This is the difference between an artistic and a design project.

A project starts with a briefing. It can be a visual communications brief, a 3D design brief, an interior design brief,

or a combination of these disciplines if it is a global design project. It is written by the client or the designer.

The brief states the challenge, the objectives, the opportunities, the constraints, the market and the results target.

The blank sheet of paper syndrome and how to deal with it

The worst scenario is to be confronted by a blank sheet of paper. To find a solution you need stimuli, these come

through research and understanding the problem or challenge. Don't panic in-front of the blank page but

research the subject and start to understand the challenges, the solutions will come from your research.

Designers tools

The fundamental tools for the job include:

• brain, imagination, creativity • sense of humour • curiosity • investment, commitment, hard work and organisation • keeping your eyes open, keeping your mind open • sketchbook and drawing tools • camera • model making and prototyping tools and materials • and lastly a computer. • the computer is just a tool like a pencil, it’s a powerful tool but it’s not a solution.

Designers fundamental tools pyramid

brain

eyes

pencil

sketchbook

internet research

computer, smartphone

travel

sense of humour

culture: exhibitions, museums, books

camera

Research

To understand the problem, the challenge, you have to start by researching the subject, to fully understand it.

Hence the importance of your sketchbook to document your research and analysis, to explore the challenge, to

start your search of ideas and solutions. The sketchbook is a creative tool for exploration but it is not a mess.

Market research

Market research involves understanding the market: the who, what, where, why & when of the project.

It involves looking at and analysing the competitor products, brands, designs, proposals.

Why do some projects work and some fail? What are the strengths and weaknesses? the opportunities and threats?

What are the essential criteria for a successful design solution for the project? What are the objectives, the target?

Brainstorming

Brainstorming is designed to liberate creative ideas and solutions in a non critical environment.

Google image search

The automatic first response is a Google search. This provides an overview of the design landscape of the project.

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Pinterest, Niice, Designspiration, Instagram etc search

Some search engines provide a more design focused resource.

Create you own Pinterest pages by subject or theme to build your own resource of references.

Keyword research

Keyword research and word mapping use words to build ideas, make connections, search synonyms and develop

naming ideas for projects.

Presentation of your visual communications research

Example of the presentation of research and analysis for the branding and design of a restaurant, and the visual

territory research presenting the ideas and influences for the project.

By 3rd Year students Ecole Bleue, A5 format booklet with attention to layout, typography, with critical texts.

Mood boards

The mood board helps define the influences, visual language and ‘look & feel’ of the project.

Photographs, illustration, typography, textures & colours all help build a visual ‘snapshot’ of the subject.

Lateral thinking

If you have to design a logotype or a boutique facade and sign, dont just search for ‘logotypes’ or ‘signs’,

search for original, conceptual inspirations and references that can inspire your ideas and work.

An image of the sky, a bird, the colour blue, could be the inspiration for your design on a theme of liberty,

movement, travel, freedom, infinity etc… inspiration can come from anywhere.

Iconographic research and concept boards

Iconographic brainstorming uses images and the element of chance to create a visual universe that can inspire

the design concept. The final snapshot communicates the essential spirit of the project and idea.

Concept development and ideation

With an understanding of the brief and having researched extensively the subject, the creative ideation and

conceptual exploration can begin. Images and keywords from research are collated to form a concept board

or wall. Inspirations can come from anywhere.

Ideas are grouped by theme, links are created and the ‘concept’ begins to take shape.

Concept development and refinement

As the ideas and ‘concepts’ develop, the exploration becomes more focussed and defined.

The best idea are identified and the design development becomes more detailed, more precise, more tangible.

Logotypes move into typographic refinement, symbols are refined, rules are defined.

The detailing phase

Develop a maximum of concept sketches in the first creative phase of the project to explore as may options as

possible. The best ideas are then shortlisted for further development.

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The design development phase

Once the most interesting ideas are identified, start developing and refining them before selecting the best final

solution. The more options you have the greater chance of coming up with something unique and successful.

The detailing and finalisation phase

Finally, attention to detail in the finalisation and execution of the design is essential to communicate the idea with

precisely developed graphic & typographic precision and subtlety.

The design refinement and finalisation phase

Example of the presentation of design refinements, detailing, typographic research and layout for the logotype of

a photography museum. By 3rd Year students Ecole Bleue.

The design refinement and finalisation phase

Example of the presentation of design refinements, detailing, typographic research, colour and layout for the

logotype of a caviar brand. By 3rd Year students Ecole Bleue.

Typography

Typography will inevitably be part of your design solutions as there is a message to communicate.

There are 1.5 million typefaces available. And you may need to create a typeface specifically for your project!

Sketchbooks

Your visual communications sketchbook is a resource of ideas and sketches collected all year and becomes a

personal image bank that can inspire curent and future projects with visual references.

Everything visual communications should be included, sketches, typography, logos, packaging, signage, colours…

The final design presentation phase

Example of the presentation of final design work for a global design project. By 3rd Year students Ecole Bleue.

The brand or logotype is presented in its different versions, the applications and supports vary from business

cards to brochures and posters. Packaging and bags, signage and boutique facades can all be part of the project.

The final design presentation phase

Example of the presentation of final design work for a signage design project. By 3rd Year students Ecole Bleue.

Signage design includes 2D and 3D realisations and expression, typography, colours and materials, it includes

product design in the choice of supports, volume & shape of the signage.

Moving Brands, a UK & USA design agency, illustrate the creative process and their design methodology well in this video of the development of the CX brand.

Forms of visual communications: methods, processes, tools & techniques

The fundamental forms of expression in visual communications

Pictograms - writing using pictures to communicate the message, before the creation of written language.

Pictogram

Branding - the original identification process used to mark cattle & horses with their owners initials or monogram.

Branding

Rebus - a word puzzle using pictures to represent words. Egyptian hieroglyphics are the first rebus’s.

Rebus

Ambigram - word or logotype readable in opposite directions. Like a palindrome a word that can be read in

both directions: kayak, noon, radar, mama etc.

Ambigram

Calligram - type or words arranged to form an image.

Calligram

Onomatopoeia - a word that sounds like what it represents.

Onomatopoeia

Ideogram - a graphic symbol that represents an idea and is independent of any specific language.

Ideogram

Contemporary pictogram - writing using pictures to communicate the message.

Pictogram: universal

Figure & ground, positive & negative space: the art of communicating using both the positive black and the negative white part of a visual or image, together to express the idea.

Figure/ground, positive/negative

The repeat pattern is created from the logotype or symbol and permits all-over motifs to be produced.

Repeat pattern

The brand or logotype can be part of a larger graphic system composed of several elements that can be combined to create different expressions of the brand. This enables variety and diversity in expression.

Graphic system

Typographic & visual games, playing with the word or name to create meaning and communicate an idea.

Many brands and logotypes use this technique to create unique identities with a message.

Greek ‘logos’=word & ‘typos’=imprint or graphic mark. Logotype

Logotype

Typographic & visual games, playing with the word or name to create meaning and communicate an idea.

Many brands and logotypes use this technique to create unique identities with a message.

The brand guidelines are the documents that specify the visual identity and its components, how it can be used and applied to different supports. It enables precise specification of the identity in production.

Brand guidelines

Some identities are evolutive and flexible, changing and adapting in different applications, as opposed to rigid.

One constant common denominator interacts with a flexible component. Thus the Aol logo can superimpose

onto any image to become the brand.

Evolutive & flexible

Dynamic & interactive identity:

As most brands today live in the interactive world of web, video and film as well as the static world of print and

buildings, logotypes can be dynamic and interactive, constantly changing, evolving and moving.

Visual communications can be dynamic and interactive as well as static and printed. Increasingly graphics and branding combines movement, video, animation and sound with messages, type, colour and images.


Interactive dynamic communications can use light, movement even water. The consumer can interact with them.


Visual Communications design

Visual Communications is a concept, an idea, communicated by:

Words & names Graphics

Logotypes & symbols Typography

Imagery: illustration & photography Colours

Patterns & repetition Materials & textures

Light & shadow Figure & ground

Positive & negative Optical illusions & visual games

2D & 3D supports, volume Moving images Video & sound

Interactivity Dynamic identities

The elements Consumer input

The web, internet, mobile applications & devices

A brand can communicate using all the 5 senses. It can communicate in 2D, 3D and 4D (time).


Thank you

Visual Communications Design: a methodology