It is safe to say that a collaboration runs more smoothly when client and designer are on the same page. Seeing that no client, and no graphic design job, is the same, there aren’t any standard solutions. But there are a few steps that define the smooth running of a graphic design project.
Orientation
A logical starting point is the orientation. This usually takes the form of a meeting, where the scope of the project is determined. What would you like to achieve with your publicity, what are your concrete and indirect goals, what is your target market, what is your budget? All these questions, and more, influence the final result. Based on this, a proposal to the client is drawn up.
Proposal
The proposal outlines the cost of the design and production of the project from start to finish, including third party costs, like photography or illustration, as well as printing if desired. Because there is no set design at this stage, printers and other executors can’t make an accurate price. It is common for the initial design to develop and change during the course of the process. For this reason, it is advisable to leave the final executing or printing costs out of the initial proposal. A separate proposal is made when the design is set and ready to be carried out.
Sometimes unforeseen circumstances can influence the final cost. In this case the client is notified immediately, so that they can stay on top of the budget at all times. The proposal is not binding; without an agreement, no fees are due.
Agreement
On receiving written confirmation of the proposal from the client, the business agreement is official. Depending on the scope of the project, an advance payment may be asked for.
Design
Before the design process can be started, the designer will ask for additional information. With the proposal as a starting point, a detailed plan of action is drawn up in collaboration with the client.
During the design process itself, aspects from the client briefing, impressions, and information gathered from research is translated into shape, color, materials, typography, and photography. This is the creative part of the graphic design process.
Presentation
Next, the designer presents the client with a model or mock-up. Presentations are a way for both designer and client to keep the project on the right track. From initial sketches to full-color mock-ups, the client is involved in the design process. The final result of these presentations give the client a good idea of what the finished product will look like. This way of working assures a quality outcome and no surprises for the client.
At this stage, the total cost of the project will be known, when the designer asks the executor or printer to make a proposal based on the final mock-ups. Under normal circumstances, this final proposal doesn’t deviated much from the one made in the earlier stages. On agreement of the client to the model and the final proposal, the production process can be started.
Production Preparation
During the design process, replacement text can be used to create models, but at this stage the definitive text is needed. During the preparation, all material necessary for the design is gathered. This includes photography and illustrations. Often these are sourced from third parties. That is why it is important to plan well, and to make sure all materials are ready in time for the production process.
Corrections
The end result of the production preparation is presented to the client. This is called a ‘proof’. The proof is checked for content errors, so that any amendments can be made before final execution. This part of the process is standard, and the corrections are already included in the final cost. Once the design goes into production, however, changes do bear extra costs. When the final proof has been approved, the design is ready to go into production.
Production
The designer stays involved during the production process to ensure the end result matches the approved design. If any problems were to arise during production, the designer takes an advisory or problem solving role. The finished product is delivered to the client directly.
Evaluation
At the end of the production process an evaluation takes place. The evaluation measures the degree to which everything went according to plan, and identifies any areas that may need improvement. In the case of repeated projects, the evaluation can show where costs may be cut in future.
The graphic design process doesn’t have a directive approach. The stages are described here in a chronological order. However, depending on the circumstances, this order can be rearranged to suit a particular project.
