guide to the…

design process

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guide to the… design process

An aid to client understanding of the graphic design profession.

The following information has been produced to help support our clients understanding of the graphic
design process. The aim is that from this explanation our clients should gain the knowledge to manage
their design projects better and gain the most from the graphic design process.

Just as we benefit enormously from a solid understanding of our client’s business and marketing activities,
so too can they benefit from an understanding of the designer’s activities. A good graphic design process
is structured around ensuring that our clients get the highest quality solution and service appropriate to
their business, marketing or communication project.

If our clients want to ensure that the investment they are making, not only in design but also in reproduction,
is maximised, the focus should be on making sure that the input, design and artwork is right. Quite often there
is a temptation to shorten the time allowed for the whole process. Clients who face this temptation should
remember that processes such as printing and electronic publishing are ‘what you put in, is what you get
out’. If time constraints are tight, it is recommended that you discuss with us how these constraints may be
dealt with in a manner that does not irretrievably compromise the commercial value of the entire project.

An overview of the steps involved in a typical design project.

Briefing Proposal Design Artwork Production

Prepare Project Concept Artwork Send Artwork

Initial Discussion
Outline Development Preparation to Print

Production Final Production 1st Client Proof Check

Briefing Meeting
Specification Specification PDF Proof & Approval

Write Proposal Concept Design Commence

Client Amends
& Estimate Presentation Printing

Present Proposal Design 2nd Client

Final Delivery
& Estimate Refinement PDF Proof

Proposal &
Design Approval Client Amends
Estimate Approval

Final Artwork
Approval

Involves client input.

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guide to the… design process

Briefing
Initial Discussion between Client & Design Firm
• Client and design firm discuss the project objectives, timing and budget in broad outline.
• Design firm reviews their own background material and/or previous projects in preparation for briefing
meeting. This research helps the design firm to focus on key issues in the context of the proposed work.

Briefing Meeting
• Client and design firm meet to discuss the creative brief in detail and clarify any technical issues
(budget, timetable, corporate identity guidelines etc.) see our ‘Creative Brief Guide’ PDF.

Proposal
Written Proposal & Estimates
• Design firm prepares a written proposal detailing:
- what is required (in communication/design/production objectives)
- design and production fees, treatment of author’s corrections and material expenses
- timetable from approval of proposal to delivery to client
- terms and conditions of engagement, including copyright assignment
This stage may include procuring strategic partner quotes, ie. photography, illustration, copywriting etc.

Client Approval of Proposal & Estimate

• Client checks proposal and compares it to the brief to confirm the design firm’s understanding of the
project’s purpose and strategic directions, as well as any technical considerations.
• If the design firm’s understanding of the project cannot be confirmed, client reviews written proposal
with the design firm and a new proposal is prepared.
• Client accepts proposal/estimates and forwards signed copy or purchase order for design firm to proceed.

Design
Concept Design
• Designer reviews the creative brief and background material to ensure that the project context is
understood and corporate requirements are met.
• Designer carries out research/brainstorming and develops creative concepts and design layouts.
• Designs are reviewed and critiqued to select the most appropriate for further development or presentation.

Concept Design Presentation

• Designer prepares visuals (as printouts or PDF files) and a design rationale for client presentation.
• Client evaluates the presentation, if the initial creative brief is adequately prepared it is rare for a
presentation to be totally off the mark. Personal taste should not be used as the primary criteria for a
design’s acceptance or rejection.
• Comments should be as specific as possible, as they are important for the next stage of development.

Design Refinement
• Comments/recommendations from the concept design presentation are addressed by the designer.
• A 2nd design presentation may be held using the same evaluation process, including the list of comments.

Design Approval
• Client accepts design in terms of visual appearance and content.

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guide to the… design process

Artwork
Artwork Preparation
• Client provides final signed-off text if it has not already been provided during the design phase.
• Designer commissions possible remaining photography/illustration.
• Designer prepares all final artwork for print.

Final Artwork Approval

• PDF proof supplied to client for checking.
• If client-requested changes (also known as ‘author’s corrections’) are necessary they are
finalised at this stage. (the usual project allows for 2 sets of minor ‘author’s corrections’)
• Designer carries out required amends and sends PDF for final approval.
• Client approves artwork and relating material (with a signature where required).
This stage may also include legal department approval of any statutory requirements.

Production
Artwork to Print
• Final artwork files, proofs and relating material are sent to the prepress department with
specifications and an order form specifying quantity, delivery date and delivery instructions.

Approval of Printer Proofs

• Designer and/or client checks colour proofs prepared in prepress to verify the accuracy and
colour of the expected printed result. Since this quality control step focuses on technical accuracy,
it is generally the designer who reviews the proofs first.

Supervision of Printing
• Once the printer proofs are approved, printing commences. The designer (and occasionally the client)
checks the printed results at the commencement of printing - this is known as ‘press checking’.
The printed colours are compared to the original colour specifications and printer’s proofs. Print
registration is also checked. Any discrepancies between the desired result and actual printing are
corrected before the print run continues.

Delivery to Client
• Printer or designer organises delivery of the printed items as per client’s instructions.
• Approximately 10 copies of the printed item are kept by the design firm for their records.
• Final digital files and records are archived for safe storage at the design studio and off site.

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