Graphic Design: Planning
What should it say? Although it may take a variety of forms — teleconferences, meetings, surveys — planning is the most critical phase of design. Before we consider colors, pictures, fonts or media we need to ask, “What do you want to communicate?” Besides “what,” we also find out “when,” “where” and “to whom.” Without investigating and defining these variables, design would be a shot in the dark.

Planning also addresses practical and personal parameters: “Will it mail?” “How many?” “What software?” and “The vice-president hates green.”

Some planning is interactive. As we define the parameters for a brochure, we may realize that a simple fact sheet will solve the problem more cost-effectively. Alternative formats or media may meet project objectives with lower cost or greater impact. Questions may lead to more questions, enriching the process.

Planning concludes with a written project brief that outlines all specified design parameters — including issues with no specified parameters. Saving time, money and aggravation, careful planning begins the process with all the players “reading from the same script.”