Graphic design involves solving problems visually through creative and technical means. The process considers the target audience and evaluates designs based on criteria like budget, message, and client satisfaction. A design team may include roles like art directors, producers, and programmers. Research and development begins by defining the problem through brainstorming words, sketches, and inspiration. The target market and motivational psychology inform the design approach. Effective collaboration ensures the client's ideas and direction are incorporated.

1. Graphic Design
Business of Graphic
Design

2. What is Graphic Design
Process of solving a problem visually.
Design is goal driven.
Keep target audience in mind to
decide outcome.
Combination of creativity, artistic ability,
and technical skill.

3. Evaluate Design Criteria
• Does the idea resolve a specific problem
or meet a goal?
• Is the idea creative and original?
 Is the idea an appropriate treatment for the
intended media?
• Will the idea work within the budget?
• Is the idea appropriate for both the client
and the target audience?
• Is the idea appropriate for the intended
message?
• Is your client satisfied with the idea?

4. Design Team
 Art Director  Digital Prepress
 Head Graphic Specialist
Designer  Web Programmer
 Production  Copywriters
Designer  Editors
 Layout Artist  Proofreaders
 Imaging Specialist  Research and
 Illustrator development

5. Research and Development
• Design always begins with a clear
idea of the problem.
• Develop good ideas.
• BRAINSTORM ideas (first step)
• Brainstorming with Words
• Visual Brainstorming

6. Brainstorm
 Words and/or phrases
◦ Use synonyms, antonyms, rhyming
words, analogies
◦ Words or phrases you would not use
(reverse think)
◦ NOTHING is wrong

7. Visual Brainstorming
 Draw thumbnail sketches
◦ Quick
◦ NOT perfect or size accurate
◦ Keep in book, binder for future reference

8. Dealing With Creative BLock
 Rationalization
 Procrastination
 Burn Out
 Over Work
 Not a creative person

9. Inspiration Files
Contain
 Words
 Phrases
 Thumbnails
 Cartoon strips
 Doodles
 Photographs
 Letterheads
 Business cards
 etc

10. Target Market
 Demographics determine design
◦ Research groups can help determine

11. Propaganda & Motivational
Psychology
 IT WORKS!
 Symbolism – gives ideas or helps
manipulate

12. Working With Clients
 Find out
◦ Client’s ideas
◦ Target market
 Include client in design process
 Show direction of design(s)
 Never “spring” design on client
 May need to “stir” the client in the right
direction.

13. Tidbits
 Ages 25 – 50 have more money to
spend
 Appeal to childhood memories
 Keep up with current standards
 Keep up with current trends
 Keep up with events in the world

14. Researching the Internet
 Keywords
 Boolean Searches
◦ and, not, or (narrows search)