Defining Project

Don Sean Arvie V. Buencamino

Instructor I
Aurora State College of Technology

4 VD100 - 2020
Defining a project before any design work begins is an
important task for the designer. Through this step, the
scope of the project is outlined, the stakeholders (client,
audience) are identified and the project’s timeline is
established. During the definition process, the image’s
purpose and intended output are also identified, along
with the tools and resources that will be used to create
the image. The Kipling method,* also known as the
5W1H method, is a useful technique to begin
information gathering. This method asks the following
questions: who, what, where, when, why and how. Or, if
listed in the order in which each question is introduced
in this chapter, what, why, who, where, how and when.

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Kipling’s Questions
• What? What is being designed? A visual solution is
being created in response to a presented
opportunity. The solution should be clear and
accessible to ensure that the target audience
comprehends the visual hierarchy in the image and
the intended message. Ineffective communication
can lead to a misunderstanding of information.

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Kipling’s Questions
• Why? Why is the image being created? What is the
purpose behind the design? A visual solution can be
most successful when the designer clearly
understands the purpose of the project. Think about
the reasons why we communicate. Which role will
the image fill: to inform, to inquire, to persuade or
to entertain? Will the image multitask and serve
more than one role? Tip: It is a useful practice to
revisit the project’s purpose throughout the
development process in order to keep the project on
track and focused on its intended goal.
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Kipling’s Questions
• Who? Who encompasses several parties connected to the
project, including the client, the audience and the designer:
• Who is the client for this project? Who has requested the visual
solution? If the client is represented by several people, who is the
designer’s main point of contact? Identifying this contact before
work begins facilitates communication.
• Who is the intended audience for the visual solution? Identifying
the audience and understanding its needs are vital to creating an
effective image. Designers address their audiences through the use
of color, font, layout and overall style.
• Who will create the design? The designer may be working alone or
as part of a team.

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Kipling’s Questions
• Where? Where will the design be presented (and in
what format)? Knowing whether the visual solution
will be presented as an onscreen or print solution
allows the designer to set up the working file
correctly. Similarly, identifying the project’s output
allows the designer to select the appropriate
resolution, color model and file type, properties
that will be discussed in the next chapter

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Kipling’s Questions
• How? How will the design be created? Which
application(s) will be used to create the visual
solution? Each application in the Adobe Creative Cloud
has its own purpose and can be used individually or in
conjunction with the other applications for more
complex solutions. Photoshop is used for image
editing, working with digital photographs or scanned
images; Illustrator is used to create scalable vector
images; and InDesign is used for page layout, often
incorporating images created in the other two
applications into a single or multipage document.

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Kipling’s Questions
• When? When is the design needed? This information
allows you to begin planning the project’s timeline,
outlining the stages of development. In this process,
the project is translated into actionable steps for
both the designer and the client. For example, when
will a draft of the visual solution be submitted to the
client for review? When will the client’s feedback on
the draft be received by the designer? Related to
these milestones are the logistics of how information
will be relayed between the designer and the client,
including delivery of the completed visual solution.
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Designing for Accessibility
• Creating work that is accessible to a broad audience is an
important focus for media creators, including graphic
designers. Accessibility implies universal design, design for
all. In the United States, Section 508 of the U.S. Code
requires that all government-sponsored website content and
all attached files be accessible to people with disabilities.
Web content created by federal agencies and their
contractors must adhere to a minimal level of accessibility.
Some nonfederal companies, while not legally required to be
“508 compliant,” may also request that a project meet these
guidelines, especially if the company provides public services
or its target market includes people with disabilities.

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Designing for Accessibility
Section 508 has three main requirements:
1. Technical: Make sure the coding of a product (i.e., website,
software, operating system) is compatible with assistive
technologies*.
2. Functional: Ensure that in addition to the technical coding, the
entire system is usable by someone with a disability.
3. Support: Make sure that supporting documents and alternative
information are also accessible by people with disabilities. If a
project does not meet all three of these requirements, then it is
not legally compliant (Horner 2013).
*The Assistive Technology Industry Association describes assistive technology as “any item, piece of equipment, software program, or
product system that is used to increase, maintain, or improve the functional capabilities of persons with disabilities” (“What is AT?” 2017).

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Stages of Development (Pre-Production)
• The pre-production stage is focused on planning and
idea generation. Preproduction is an opportunity to
gather additional information about the project. Use
this time to talk to the project’s stakeholders, the
people who have a vested interest in the project or
are affected by its outcome either directly or
indirectly. Discuss any ideas that have already been
generated about the project.

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Stages of Development (Pre-Production)
• Find out if the visual solution will be part of a larger
context or campaign and if so, what guidelines are
available to foster consistency among the elements.
If the visual solution includes an organization’s
brand, a style guide or style manual may be
provided for the designer’s reference. A style guide
is a set of design standards developed to ensure
uniformity in style and formatting wherever an
organization’s brand is used.

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Stages of Development (Pre-Production)
Pre-Production Tasks
• Research the visual solution
• Collect project materials from the client (as applicable)
• Generate ideas and translate these into visuals
• Solicit client feedback on initial ideas
• Receive client approval on the preliminary sketch (e.g.,
thumbnail sketch, storyboard, wireframe)

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Stages of Development (Pre-Production)
During the pre-production stage, gather any available
materials from the client (e.g., the company logo,
articles written for a newsletter). When available,
collect high-resolution images and electronic files for
text (to avoid retyping). Inventory any materials
received so they can be returned at the project’s
conclusion.

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Stages of Development (Pre-Production)
Capturing Ideas
Brainstorming is one process for conceiving creative
ideas and solutions either individually or when working
on a team. During this process, consider all ideas, no
matter how seemingly random or offbeat; stray ideas
often spark unexpected solutions. Do not criticize any
ideas while brainstorming, just capture the ideas on
paper; analysis and evaluation will follow. Some
techniques that can help jump-start the brainstorming
process include free association, mind mapping and
doodling.
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Stages of Development (Pre-Production)
Translating Ideas into Images
Most projects begin with thumbnail sketches, simple line
drawings that represent elements of the potential
solution. For animation and video projects, a storyboard
is developed, which features a series of thumbnail
sketches outlining the changes that will occur on screen.
A site map and wireframe are the planning tools most
frequently used for web design. A site map is a kind of
flowchart representing how pages within a website are
interconnected. A wireframe is a mockup of an individual
page illustrating the navigation and page content.

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Stages of Development (Pre-Production)

Storyboard

Fig ure 4.2

Storyboa rd.

Site Map
Thumbnail Sketch
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Wireframe

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Stages of Development (Pre-Production)
Soliciting Feedback
• As ideas are translated into visual depictions, it is a good
practice to produce variations of an idea; aim for three
options. When ideas are shared with the client, having
multiple sketches on paper allows for comparison and serves
as a useful basis of conversation. What works? What would
the client change? Are there elements of one option that the
client would like to see applied to another? Based on the
client’s review of these ideas, the designer may need to
rework their sketch to incorporate the provided feedback.
Revision is a regular step in the pre-production process.

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Stages of Development (Production)
• The production stage is the creation stage,
producing a visual solution based on the agreed-
upon sketch (e.g., thumbnail sketch, storyboard,
wireframe). An Adobe application, or a combination
of applications, will be used to create the visual
solution. Later chapters introduce the Adobe
Creative Cloud and how to use these applications to
translate ideas and sketches into a realized design.

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Stages of Development (Production)
Production Tasks
• Create a visual solution that fulfills the stated purpose
• Assess design for content and purpose
• Submit for client review
• Update design based on client feedback
• Deliver completed visual solution to the client
• Return any project materials to the client (as applicable)

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Stages of Development (Production)

Feedback Loop

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Stages of Development (Pre-Production)
Review Your Work
A valuable step during the production stage is reviewing the
visual solution for content. A simple step like Check Spelling
can prevent the embarrassment felt when the client highlights
a typo during their review of the image. For the designer,
reviewing a design for content is also an opportunity to revisit
the “why” of the project definition, the project’s stated
purpose. Critically assess use of the elements of design and
the design principles.

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Stages of Development (Pre-Production)
Delivery
The production phase concludes with the delivery of
the completed visual solution. The manner and
method of delivery should have been identified and
agreed to during the project definition phase. Once
the final image has been delivered, make a point to
return any materials that the client supplied.

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Stages of Development (Post-Production)
The post-production stage is dedicated to reflecting
on the development process, including the
completed visual solution and archiving work. This
stage is often skipped in the rush to declare a project
finished and move on to the next project. However, it
is important to make time for post-production, as
valuable information is collected that can be applied
to future projects.

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Stages of Development (Post-Production)
Post-Production Tasks
• Conduct “lessons learned” session
• Archive project files and notes
• Follow up with the client
• Look ahead to the next project

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Stages of Development (Post-Production)
Lessons Learned
A “lessons learned” session provides the designer
and other members of the design team an
opportunity to conduct self-assessment about the
project. Questions asked during this session might
include the following: What worked well on the
project? What could be done differently next time?
Did the designer or team of designers possess the
necessary skills to complete the project? Document
and review the collected responses.

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Stages of Development (Post-Production)
Project Archive
Next, gather all of the resources that were created or
used during the development process, including original
sketches, early versions of working files, the completed
visual solution and project notes. If possible, the
designer will archive these files in a space separate
from their working computer (e.g., external drive, on
the cloud, burned to a CD/DVD). This practice provides
a backup that is accessible for future reference and
security should the designer’s computer be damaged.

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Stages of Development (Post-Production)
Follow Up and Look Ahead
Finally, follow up with the client, ask for feedback on
this project, the completed visual solution and the
production process. Also, inquire about future
opportunities. Are there upcoming assignments for
which you might be suited? Much of the designer’s
time is spent seeking work. Developing repeat clients
and identifying continuing projects will help
maximize time spent creating.

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Looking Ahead
• With the project defined and an overview of the
development process completed, we next review the file
properties that correspond to the intended output of the
visual solution.

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 End of Chapter 4

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