Creative Process. PDF On Dropbox

Client Research

Provides the context for crafting that visual language during the brand process.
Basically, the dictionary defines context as “the circumstances that form the setting for an event, statement, or idea, and in terms of which it can be fully understood and assessed.” So, client context includes understanding the client’s industry, Unique Selling Proposition (USP), mission and values, and business needs.

Research  Document Content:

The document does not have to be designed 8.5×11″ text, links, info, images you find

You will create digital mood boards with Pinterest

Pinterest Browser Button

A. Research client (word, topic) which will be your brand
B. Online presence: Current site social platforms used by client
C. Brand history current and past marking advertising or design work.
D. Media  news or content on social platforms.
E. Research client category, competition
F.  Research  related to your target community, audience. Who are we talking to?  This might include: where they reside, age group, interests, lifestyle, socio-economic situation, daily challenges, concerns, etc.

G. Visual reference should include images of related brands, concepts other branding in general

Work on researching subject matter
You will be asked to present your findings as a ‘pitch,’ to the class. The class will serve as your client. You will need to persuade the class that you have:
    1.    Defined a specific target audience for the project backed up by research. This should include an analysis and description of you targeted community (demographic). This might include: where they reside, age group, interests, lifestyle, socio-economic situation, daily challenges, concerns, etc.
    2.    Established a clear and appropriate messaging for the campaign. This might include: 
A. research as it relates to the project. 
B. research as it related to your target community. For example how does the messaging apply and relate to your chosen communities needs, challenges or preferences?
    3.    Defined a clear vehicle for delivery of campaign. How can the messaging be delivered consistently (in addition to a printed poster) to your chosen community from different venues? I.e. Social media, interactive, direct marketing, media pitch, TV commercial, etc.

Strategy Considerations
    •    Target Demographics, Who are we talking to? 
Those within your chosen community. Those who might not know about your community but want to become a part of it. Or even those who simply have no idea that the community exists.
    •    How to identify uniqueness
You’ll need to do your research and be inquisitive. This isn’t about enforcing stereotypes or making assumptions. Explore a fully rounded view of what makes your community different and have a solid understanding as to why.
    •    How to celebrate community The community you choose should have a positive message. It mustn’t alienate or degrade other communities.
    •    How to find inspiration
Your inspiration can come from anywhere; you just need to sell it. So why look at obvious sources? Consider the typography in the heritage of your community. Or maybe look at things within it that provide stimulation and symbolism?

Design Vs. Advertising
Marketing is not Design g but Design is Marketing. Marketing is done with the intent of increasing sales while Advertising/MArketing  is done with the objective of inducing customers.

Customer Journey

Demographics
Demographics are the concrete characteristics of a population (e.g., age, gender, ethnicity, income, etc.). Demographics don’t really provide much insight into emotions or messaging.
Psychographics are the ephemeral characteristics of a population that relate to the way a person does things and why; psychological criteria (e.g., attitudes, aspirations, emotions). Psychographics get into the emotions of the persona so that you can base your messaging on that.
Decision Making
The majority of people make decisions from emotions. They may justify those decisions with logic, but logic is not what drives the initial decision. 

The objective is to break down the steps involved in consuming and more effectively target the consumer. These steps include three stages:
    1.    the awareness stage 
    2.    the consideration stage
    3.    the decision stage
   

Why a Target Audience (TG)?
Defining an ‘ideal persona’ can help to determine some actionable steps for marketing to that individual and in turn a larger characteristically similar group. These actionable steps should lay out how that person can interact with your brand (and why they should at all).
The goal is to:
    1.    learn more about the ideal customer
    2.    analyze their journey 
    3.    and commit to solving their problems

6 Helpful Questions to Know About Your TG 
    1.    How old?
    2.    Where do the live?
    3.    Gender
    4.    What type of promotion do they respond to?
    5.    Where do they spend their time (online)?
    6.    What type of content works for them (online)?

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What is a Mood Board?
Mood board is a type of visual presentation or collage consisting of images, text, and samples of objects in a composition. It can be helpful in conveying a general idea, feeling or vision for about a particular topic. Sometimes it’s difficult to express your visual ideas to others, a mood board can be an efficient visual communication tool. 
Mood boards are basically collages of items such as photographs, sketches, clippings, fabric swatches and color samples. They can be helpful in getting client approval on the visual direction of a project and they can also be helpful as a means of research and inspiration to the designer.
Mood boards are a collage that reflect and explore the following criteria of a project:
•    Color schemes
•    Textures
•    Patterns
•    Typography
•    General feelings/emotions (mood and tone) that should be conveyed
•    Characteristics relating to lifestyle
    
Digital Mood Boards
Digital moodboards allow you to incorporate images you’ve seen on the internet or objects you’ve photographed digitally. Here a few online platforms:

Pinterest. This social media platform lets you easily bring together images into themed “boards”. Another advantage is that it’s easy to collaborate with others.
Canva.Milanote. 

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Resources
Ovsyannykov, Igor. Mood Boards: Why and How To Create Them, Creative
https://creativemarket.com/blog/mood-boards-why-and-how-to-create-them   
ead: Andrews, Stormie. “What Most Companies Get Wrong About Buyer Personas” Forbes, January 29, 2019
https://www.forbes.com/sites/forbesagencycouncil/2019/01/25/what-most-companies-get-wrong-about-buyer-personas/?sh=4c37b23c1a8f
https://www.aaaa.org/marketing-in-the-new-normal-critical-data-you-need-now/

  Watch:


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Incorporating Research into the Design Process 
Research should be a part of all design process, but what kind of research is done, and who does it, will be determined by the scope and budget of the project. Some information may be publicly available, for example, through corporate publications or previously published marketing studies or market data, but a design company may need to partner with a research firm in order to do targeted in-depth research.
At the very least, design research should include:
    •    A literature review (gathering and reviewing all existing material that is relevant to your subject)
    •    Collected details (existing materials, corporate guidelines) of your client’s business and the services the client offers
    •    Information on the 
    •    (What do they want? need? expect?)
    •    Analysis of competitors (Who are they? how are they different? how are they the same? how do they advertise or make information available?)
    •    Estimates and technical advice from subcontractors (e.g., printers)
Some things to consider:
    •    Is a full design audit required? Much like a SWOT analysis, which assesses strengths, weaknesses, opportunities, and threats, a design audit applies the same stringent methodology to analyzing your competitors’ visual presence in the marketplace.
A graphic design audit is a fantastic and relatively easy way to get a clear picture of how your competitors are perceived, what key messages they are communicating and how you look when placed alongside them. It’s also a valuable exercise that informs you about the type of communication your customers are receiving on a regular basis from your key competitors. (Clare, 2006)
    •    What are the implications of the audience profile in relationship to the project goals?
    •    What is the most appropriate means to communicate with this audience (i.e., what media and marketing tools should you use)?
    •    How do the goals of this project fit into your client’s long-term goals?
    •    Is your client’s message what actually needs to be communicated in order to further the client’s business goals?
Research takes time and can cost money, but in the larger picture will save time and money by helping to focus the direction of the design process. It also helps you provide justification for your proposed communication solutions to your client. Remember that all research must be carefully documented and raw sources saved and made available for future reference.
Now that you have gathered all the information, it’s time to craft the design problem into a well-defined, succinct statement.

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Mind Mapping Graphic Design Thinking : Beyond Brainstorming Ellen Lupton

 01 Focus. Place one element at the center of the page.

02 Branch out. Create a web of associations around the core phrase or image. If you like, use simple pictures as well as words.

03 Organize. The main branches can represent larger categories such as synonyms, antonyms, homonyms, related compound words, clichés and stock phrases, and so on. Try using a different color for each branch you develop.

04 Subdivide. Each main branch can feed smaller categories. Work quickly, using the process to free up your mind. For example, the idea of “invention” can take you from the names of inventors to processes and feelings.

Also called “radiant thinking,” mind mapping is a form of mental research that allows designers to quickly explore the scope of a given problem, topic, or subject area.

Mind mapping can help you expand the scope of a problem and look at it from diverse angles. Mind mapping was developed by Tony Buzan, a popular psychology author who has promoted his method through publications and workshops. Although Buzan delineated specific rules for mindmapping, such as using a different color for each branch of the diagram, his method is employed more loosely and intuitively by countless designers, writers, and educators. Ferran Mitjans and Oriol Armengou of Toormix, a design firm in Barcelona, called the technique “a cloud of ideas.”—Krissi Xenakis

Further Reading

Noble, Ian & Bestley, Russell. (2011). Visual Research: An Introduction to Research Methodologies in Design, VA Publishing; 2nd Edition. [Intoroduction, Chapter 1 to 6]

Visual ResearchAn Introduction to Research Methodologies in Design.pdf

 
Recommended
Drucker, Johanna. (2014). Graphesis: Visual Forms of Knowledge Production. Harvard University Press.

Frayling, Christopher. (1994). “Research in art and design” Royal College of Art Research Papers, vol 1, no 1, 1993/4.

Kolko, Jon. (2010). “Abductive Thinking and Sensemaking: The Drivers of Design Synthesis retrieved.” MIT’s Design Issues: Volume 26.

Lupton, Ellen & Phillips, Jennifer Cole. (2011). Graphic Design Thinking, Princeton Architectural Press; 1st edition