5. Form vs. Function
• You will encounter a range of graphic
designers throughout your career.
• Some will prioritize beauty (form).
• Others will prioritize usability (function).
7. Communication Design vs. Fine Art
• Art is one sided.
Artist expressing an emotion.
Very personal.
• Communication design has two sides.
A company (your client) + the end customer
(their target audience).
Communication design aims to connect
these two worlds.
8. How does design help
to make this connection?
• Consider how a product or service has
relevance and meaning to your customers.
• Step into their shoes and consider the
problem from their world.
• Language: Speak to them using carefully
selected images and symbols (visual) and
well-written copy (verbal).
10. Why should designers be involved in the
entire creative process?
• They are skilled at identifying patterns
and synthesizing information.
They can simplify complexity and visualize it
in a way that’s easy to understand.
• They’re visual thinkers.
Unique perspective on a team.
12. An Iterative Process
• Problem finding & objectives
• Discovery research
• Invention
• Prototype testing
• Implementation
13. Problem Finding & Objectives
• Ask questions
• Ode to ignorance
Don’t have to be content experts
Instead, process experts
• Define the problem
• Establish the objectives
14. Case Study
Problems:
• Complex organization. Great programs, but
no understanding across silos.
• Wanted to broaden awareness of their
mission, but first needed to be able to
concisely describe the whole organization.
“Forgive me for the long letter; I did not have time
to write a short one.” - Pascal
15. Case Study
Solution:
• Created an organigraph (Henry Mintzberg)
An organic diagram that depicts how an
organization really works.
Shows a company’s functions and how people
organize themselves around them.
Great for complex companies because it has
more flexibility than a traditional org chart, which
only shows a hierarchy of job titles.
17. Case Study
Result:
• Helped both us and the client better
understand the whole organization and how
all the pieces fit together.
• Became a tool for conversation.
Turned into their “elevator speech.”
• Influenced their revised mission statement
and capabilities brochure.
18. Discovery Research
• Is about LEARNING
• Methods
Read up on product or industry
Visual competitive analysis
Secret shopper
Customer interviews
Personas
20. The UUD Test
• Useful
Is it helpful? Does it help the customer do
something? Accomplish their goals?
• Usable
Can the customer easily use it in their life?
Can they perform a task better with it?
• Desirable
Is it beautiful? Does it connect on an
emotional level?
24. Implementation
• Finalize the design
Comps
• Not the “end”
An iterative process.
• Measure
Opportunity to gather feedback.
Designers can assist in the development of
measurement tools.