In my experience a "good design" begins in one of three ways:
1) The Idea
Most often when conceptualizing a design there is a purpose. There is an intentional pursuit of a fixed, strategized layout, colors, images, textures and message. This method is the basis of efficient composition.
By first determining the components of a given design, the entire process is facilitated with clearly outlined objectives. Subsequently, deadlines are met and timelines are maintained.
In this approach, designing is more a matter of structure than anything. There are few things more enduring than a beautiful structure. The Coliseum of Ancient Rome captivates people today thanks to the structure it's architects gave it centuries ago.
As with The Coliseum, structured design can be a timeless thing. Reinforced with the tools and materials to manifest a concept, designing in this method can have an unprecedented impact.
2) The Experiment
When convention
is abandoned, whether intentionally or by sheer desperation, sometimes the most creative and extraordinary results are the outcome. These tend to happen around 3 a.m.
At times, when I have a blank page before me, it can be an intimidating thing; the nothingness of an unrealized design. But there is never truly nothing... When the trepidation subsides, it becomes clear what is actually there. Opportunity.
When taking the road less traveled, there is opportunity to discover some of the greatest things that will never be seen on the common path.
So, an experiment begins. A line, an image, a splash of color and things begin forming. A "controlled burn" takes place, where the designer is at the [relative] mercy of a design. The designer's role is then simply to define the boundaries. Otherwise, the concept will wander aimlessly off the path.
3) Fusion
At the center between structured design and free-form design, there exists a harmony of opposites. This is the creative space I most enjoy.
Here we incorporate the safety of the idea with the chance of the experiment to achieve a calculated risk which I am calling "Fusion". This methodology serves multiple purposes.
First, a client may gain a competitive edge by pushing the design envelope in their given market. The free-form aspects separate an organization from the herd as the spotlight focuses on their unique imagery. Reinforced by the infusion of safe design practices, the public perception is motivated by the ideals of reliability and innovation.
Secondly, adaptability is enhanced through limiting the potentially negative exposure of a design that is too wild OR too dull. In a worst-case scenario, a given design/marketing initiative may be rescued from certain doom by re-tooling the imagery in response to consumer feedback. Subsequently, safety and risk can be managed on-the-fly more effectively with an integrated design approach.
One... Two... Three... Any of the three approaches I've described can work very well. Ultimately, it is up to a client to make the final decision on what works best for their business.
It is my responsibility to deliver the image that will accomplish these goals...
Below is a brief itemization of my competencies in this area:
