Stages in Layout Production

Thumbnails, rough layouts, and comprehensives are forms of visual presentation used by a designer
and client at different stages of an idea’s development. A developing design is a work in progress that
evolves in accordance with the designer’s creativity and the client’s approval. Executing a design in a
form appropriate to its developmental stage keeps its progress moving quickly.
Only through a number of trials (thumbnails) can a designer be assured of the best, most effective
design.

Thumbnail sketches (may be called “Thumbs”)

A thumbnail is a visual record of the designer’s thought processes. They are fast, freewheeling, and
quick, passing thoughts. A rough sketch of an initial design idea for the designer’s review. Contains all
the visual elements - headline, text, illustration or graphic, company identification. The purpose is to
enable the designer to work out the overall design structure of the visual quickly without getting bogged
down in the details. Imperfect, preliminary draft.
Quick visual idea
Pencil sketch
Typically 1/4 the size of the end product
In proportion to the end product
At least four, but do as many as necessary to ensure the exhaustion of all ideas
Think and explore options - do not judge!
Use familiar, easily-controlled tools
Keep all design ideas!

Rough Layout (may be called “Rough” or “Layout”)

An actual size sketch, presents a more accurate appearance of the proposed design. Used for obtaining
client input or redirection before the design is finalized. Indicates an idea in progress. Enables the
designer to refine or alter the design details from the thumbnail stage, where size, speed, and stage of
development do not warrant such careful scrutiny. Provides the client with diverse design solutions to
review, revise, redirect, or select.
Refines and develops the best thumbnails (or combines the best thumbnails)
Usually made actual size
Made in actual shape (in proportion)
General is one color and in pencil, but may also be drawn in markers - “roughed out”
Display type is drawn neatly
Illustrations are represented at size, shape, and mood
Process is repeated until a satisfactory rough is obtained
Development continues as focused revisions of selected thumbnails
Comprehensive Layout (may be called “Comps”)
Represents the closest visual form to the actual printed piece. This stage has benefited from the
designer’s thoughts and the client’s input, and it is usually subject to minor changes, if any. It is an
opportunity for the client to check final color choices, design, and copy corrections from the previous
stage before authorizing the design’s production.
Final layout before heading to the computer
Drawn actual size, shape, and color
Everything is as close as possible to the desired appearance of the final project
Comps include various design specifications:
Ink color
Typefaces
Type sizes
Paper (stock) type (color, weight, size, finish)
Folding
Die cutting and trimming
Embossing
Examined by the client for approval

NOTE: The comprehensive is a prototype, a one-of-a-kind, handmade product that will be used as a
guide to make the computer layout and/or production run. It must be neat!

Excerpts from: The Visual Design Primer, Susan G. Wheeler and Gary S. Wheeler, ©2002 by Pearson Education, Inc.