Page 43 - Graphic Design and Print Production Fundamentals

2.5 Develop Concepts

Alex Hass

Step 3: Developing Concepts

Concept development is a process of developing ideas to solve specified design problems. The concepts
are developed in phases, from formless idea to precise message in an appropriate form with supportive
visuals and content. Once you have done your research and understand exactly what you want to achieve
and why, you are ready to start working on the actual design. Ideally, you are trying to develop a concept
that provides solutions for the design problem, communicates effectively on multiple levels, is unique
(different and exciting), and stands out from the materials produced by your client’s competitors.

Generate, test, and refine ideas

A good design process is a long process. Designers spend a great deal of time coming up with ideas;
editing, revising, and refining them; and then evaluating their results every time they try something.
Good design means assessing every concept for effectiveness.

The design process looks roughly like this:

• Generating a concept

• Refining ideas through visual exploration
• Preparing rough layouts detailing design direction(s)

• Setting preliminary specifications for typography and graphic elements such as photography,
illustration, charts or graphs, icons, or symbols
• Presenting design brief and rough layouts for client consideration

• Refining design and comprehensive layouts, if required
• Getting client approval of layouts and text before the next phase

Developing Effective Concepts

A concept is not a message. A concept is an idea that contextualizes a message in interesting, unique,
and memorable ways through both form and design content.

A good concept reinforces strategy and brand positioning. It helps to communicate the benefits of
the offer and helps with differentiation from the competition. It must be appropriate for the audience,
facilitating communication and motivating that audience to take action.

A good concept provides a foundation for making visual design decisions. For example, Nike’s basic

31