GUIDE TO THE ... DESIGN PROCESS doc

Andara 21 Creek Road, Hampton Court, Surrey KT8 9BE
t 020 8224 4100 f 020 8224 4101
e w www.andara.co.uk
Your marketing doesn’t just tell your customers about your
products and services, it also tells them about your attitude to the
environment. We work with suppliers to ensure they recognise and
reduce the environmental impact of their products or services.
guide to the…
design process
guide to the… design process
www.andara.co.uk
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.
Involves client input.
Briefing Proposal Design Artwork Production
Initial Discussion
Briefing Meeting
Prepare Project

Outline
Concept
Development
Production
Specification
Write Proposal
& Estimate
Present Proposal
& Estimate
Proposal &
Estimate Approval
Final Production
Specification
Concept Design
Presentation
Design
Refinement
Design Approval
Artwork
Preparation
Client Amends
Client Amends
1st Client
PDF Proof
2nd Client
PDF Proof
Final Artwork
Approval
Send Artwork
to Print

Commence
Printing
Proof Check
& Approval
Final Delivery
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.
www.andara.co.uk
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.
www.andara.co.uk