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Visual Communication Design

First, let’s state visual communication design (otherwise known as graphic design) is a way to communicate ideas.  It is a creative process that combines visual arts and technology to communicate. VCD transforms a message into words and pictures that communicate to a targeted audience effectively.

Design is a strategic activity, either by intention or by default. Design can greatly influence the flexibility of a production process and the individuals involved in its marketing and success.

There are several reasons to include this type of thinking in your business planning.  We are firm believers in the following sequences of events to approach a design issue:

1.  Initial Research

  • Including the clear identification of the project’s purpose and goal, be it raising brand awareness or improving a product or service offering.
  • Focus on your customer immediately.
  • Set a budget and timeline with concert deliverables and measurable targets.
  • Ensure that metrics are established and tools in place to measure the results of all initiatives

2.  Move quickly to prototype design.

By and large, people need to see and idea drawn out rather than try and visualize a concept.  That way, reactions can be measured and gauge for effectiveness.

Where ever possible a review through focus group testing (tempered with a good dose of “conscientious reality”)

3.  Refine the prototype

Incorporate a review of the goals and objective at this point.  Remember, along with gaining a reaction to a visual,  a refining of the prototype can identify production issues and anticipate areas of concern.

4.  Test the prototype

Moving towards a test or conducting user trials to evaluate the new concept comes next.  Before committing to production, we test and ask a small group of typical users to try the sample design to elicit reactions and responses.

making revisions after the user trials and settling on a final design.

5.  Move to production

The first step is to make sure that your production, marketing, and sales departments are prepared for any new product, service or branding you develop.

Remember that your designs may result in intellectual property that needs protecting.

When the process is finished make sure you gather as much feedback as possible from those involved – it will help you run future design projects even more smoothly.


Articles consulted in the creation of these materials


Harvard Business Review

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