The document provides an overview of the design process, beginning with definitions of design. It then outlines the key stages of the design process - research and analysis, planning, creation, prototyping, and production. For research and analysis, it describes researching the brand, target audience, and competitors to define the problem statement and unique selling point. It provides examples of conducting this analysis through a group assessment task. Finally, it discusses the importance of teamwork when collaborating on design projects.

1. DESIGN FOR PRODUCTION
SANGEETA JAIN

2. WHAT IS DESIGN?
• Verb
– To
conceive
in
the
mind
– To
formulate
a
plan
– To
plan
out
in
systema5c
– To
create
or
contrive
for
a
par5cular
purpose
– To
have
as
a
goal
or
purpose
– To
create
or
execute
in
an
ar5s5c
or
highly
skilled
manner
– To
make
or
execute
plans
– To
have
a
goal
or
purpose
in
mind

3. WHAT IS DESIGN?
• Noun
– A
drawing
or
sketch
– A
graphic
representa5on
– The
purposeful
or
inven5ve
arrangement
of
parts
– A
plan
– A
project
– A
reasoned
purpose
or
intent

4. DEFINITION OF DESIGN?
Design is the process and art of combining text
and graphics and communicating a message
effectively through any type of visual
communication.

5. THE PROCESS OF DESIGN
§ Research and Analysis = defining the problem
§ Planning = seeking insight
§ Creation = choosing the best solution
§ Prototyping = communicating the solution
§ Production = implementing the solution

6. DESIGN FOR PRODUCTION
§ Research and Analysis = Lecture 1 Task 1
§ Planning = Lecture 2 Task 2
§ Creation = Lecture 3 Part 1 Task 3A
§ Prototyping = Lecture 3 Part 2 Task 3B
§ Production = Lecture 3 Part 3 Task 3C

7. LECTURE 1 TASK 1 – RESEARCH AND ANALYSIS

8. § Ernst Keller (1891-1968) was a titan in the pantheon of great
Swiss graphic designers. According to Keller, the solution to a
design problem should emerge from its content. This is where
research steps in…
§ Design Research: is systematic investigative process used to
gather, increase or revise current knowledge, analyze and
interpret data pertaining to the brand, the consumers and the
competitors.
§ Applied Research: An effort aimed at using basic research for
solving problems or developing new processes, products or
techniques.
RESEARCH

9. § Analysis: is a systematic examination and evaluation
of data or information, by breaking it into its
component parts to uncover their interrelationships.
§ An examination of data and facts to uncover and
understand cause-effect relationships, thus providing
basis for problem solving and decision making.
§ Analysis helps to set realistic targets and develop
effective design strategies.
ANALYSIS

10. RESEARCH AND ANALYSIS
§ Research and Analysis = Defining the Problem
1. Brand Research and Analysis
2. Target Audience Research and Analysis
3. Competitors Research and Analysis
4. The Problem Statement
5. USP
6. Conclusion

11. 1. BRAND RESEARCH & ANALYSIS

12. § Brand: A brand is a name, term, design, symbol, or any other
feature that identifies one seller's good or service as distinct
from those of other sellers.
§ A good brand communicates a clear message about what it
stands for and how it differs from competitors. It also
reinforces the same message consistently each time the
customers’ experience it.
§ Brand Analysis: Brand Analysis is where you are. It pins down
the current state of a brand. It not only helps to understand
the brand but also the context surrounding it. This process
may reveal a strong brand or it may shed light on missing
areas.
1. BRAND RESEARCH & ANALYSIS

13. Points to consider for brand research & analysis:
– How/where/why did the brand start?
– Different aspects of the brand such as image of the
brand, tagline, service, features, packaging, pricing,
advertising etc.
– The tone of the brand
– The company culture
– Where is it going?
– The industry and the market for it
– How the consumers perceive the brand?
– Who you are to them?
1. BRAND RESEARCH & ANALYSIS

14. 2. AUDIENCE RESEARCH & ANALYSIS

15. • Target Audience: is a section of the population that is
identified as likely to be most interested in buying or
being associated with a product. It is the market
segment at whom an advertising message or
campaign is aimed.
• The characteristics that identify a particular group are
called Demographics. Demographics include age,
education level, family size, household income, etc.
• The Target Audience Analysis can help understand
existing customers and also identify potential
customers.
2. AUDIENCE RESEARCH & ANALYSIS

16. Points to consider for audience research & analysis:
– Age
– Gender
– Education
– Job function
– Skills
– Language
– Culture
– Background knowledge
– Needs and interests
2. AUDIENCE RESEARCH & ANALYSIS

17. 3. COMPETITOR RESEARCH & ANALYSIS

18. • Competitor: is the one who competes with another, as
in sports or business; a rival.
• Any person or entity which is a rival against another. In
business, a company in the same industry or a similar
industry which offers a similar product or service.
• Competitor Analysis: helps to know enough about a
competitor, to be able to think like that competitor so
the brand or company's competitive strategy can be
effectively formulated.
3. COMPETITOR RESEARCH & ANALYSIS

19. Points to consider for competitor research & analysis:
– Who
are
the
compe5tors?
– Features
and
pricing
of
their
brand(s)
– Their
marke5ng
and
promo5onal
strategy
– Their
strength(s)
and
weakness
– The
threats
they
may
pose
to
your
brand
– Rate
each
compe5tor
on
each
of
the
key
success
factors
– Sum
up
overall
strength
of
each
compe5tor
rela5ve
to
each
other
and
to
your
brand
– Analyze
three
of
your
most
important
compe5tors
3. COMPETITOR RESEARCH & ANALYSIS

20. The entrance of new competitors is likely when:
– There are high profit margins in the industry
– There is future growth potential
– Companies competing in a related product/market
– Companies using related technologies
– Companies already targeting your prime market
segment but with unrelated products
– Companies from other geographical areas and with
similar products
– Consider the new competitors in your analysis
3. COMPETITOR RESEARCH & ANALYSIS

21. A problem is nothing but the
perceived gap between the existing
state and a desired state.
THE PROBLEM STATEMENT

22. § Design research is a continually evolving discipline. But
the aim of research remains steadily fixed on the same
target: deeper insights into the brand, competitors and
the consumer/audience.
§ The research provides a thorough understanding of the
various aspects of the product or service. While the
constraints help define the problem, the strengths bring
forth the unique selling point of the product.
§ The problem need not be seen as a hurdle but in fact it
provides and opportunity for innovation. It helps to set
the goal of the design project!
THE PROBLEM STATEMENT

23. § The problem statement defines the problem,
helps to clarify the current situation and its
severity.
§ When problem statements are well written,
people readily grasp and understand what
you’re trying to accomplish.
§ The problem is a paragraph or more in length. It
describes the problem you are aiming to solve.
THE PROBLEM STATEMENT

24. EXAMPLES:
§ A company designing and manufacturing educational
games have recently found that sales of its games have
fallen.
§ A bank has been successful in reaching their targets for
savings accounts and now want to extend their range of
services to customers.
§ A local supermarket has recently been getting complaints
about the packaging of shampoos.

26. UNIQUE SELLING POINT
• USP (Unique Selling Point): Real or perceived benefit of a good
or service that differentiates it from the competing brands and
gives its buyer a logical reason to prefer it over other brands.
USP is often a critical component of a promotional theme around
which an advertising campaign is built.
• USP is what sets you and your business apart from your
competition. It can be an actual fact or a perceived difference or
specialty. Every business needs one.
• The process of identifying a USP helps to focus on the key
benefits that can sell your brand and to improve the effectiveness
of your brand’s promotion and sales activities.

27. Points to help determine the USP of your brand:
– List
the
dis5nc5ve
features/benefits
of
the
brand
– Decide
the
emo5onal
need
meet
by
the
brand
– Iden5fy
aspects
of
your
product
or
service
that
your
compe5tors
cannot
imitate.
– Answer
your
customer's
primary
ques5on:
"What's
in
it
for
me?"
– Iden5fy
and
fix
problems
of
your
brand.
– Make
sure
you
communicate
your
USPs
clearly
to
customers.
UNIQUE SELLING POINT

28. • Domino's Pizza: "You get fresh, hot pizza
delivered to your door in 30-minutes or
less…or it's free.”
• M&M's: "Melts in your mouth, not in your
hand.”
• Qantas: “You’re the reason we fly”.
EXAMPLES…

29. EXAMPLES…
hRp://brandtruth.com.au/2012/08/23/can-­‐the-­‐
commonwealth-­‐banks-­‐can-­‐beat-­‐the-­‐other-­‐big-­‐four-­‐banks/
READ MORE

30. ASSESSMENT TASK 1

31. § Your first assessment task is for all of you to form into a
working group. Next jointly select a product from
mashable.com
§ Research the brand (product or service), the company, target
audience, existing and potential competitors as discussed
above. Define the problem and determine the USP of the
brand you have selected.
§ Analyze your findings and prepare a document that will record
all your findings and analysis.
§ Conclude your document with a tentative/propose plan(s) and/
or your approach to addressing the problem statement.
ASSESSMENT TASK 1

32. • The assessment task will be submitted in the form of a
visual pdf illustrated written paper.
• A checklist of the assessment task is also uploaded on
the forum. Please use it to make sure that you are not
missing any important points. Use it as a guideline not
rule. Feel free to modify it to suit your product and
purpose.
§ Weight: 25%
§ Due Date: At the end of Week 3
ASSESSMENT TASK 1

33. A LITTLE ABOUT TEAMWORK

34. § Teamwork: is "work done by several associates with each
doing a part but all subordinating personal prominence to the
efficiency of the whole”. Almost all the designs that we see
around us are a effort of team work. So it is important to know
what skills are needed to work competently in a team and how
to interact with clients.
§ By working in groups you gain experience and understanding
about how tasks are often undertaken in the workplace. The
successful completion of a group assignment usually means
that you have acquired many very important skills, particularly
communication, analytical and interpersonal skills, which are
highly valued in the industry. The capacity to listen, question,
persuade, respect the opinions of others, help, share and
participate is of lifelong value.

35. § Problems solving: A single brain can’t bounce different ideas
off of each other but in a team that can be done.
§ Accomplish tasks faster: When people work together they can
complete tasks faster by dividing the work to people of
different abilities and knowledge.
§ Everyone has unique qualities: Every team member can offer
their unique knowledge and ability to help improve other team
members.
§ Healthy competition: A healthy competition in groups can be
used to motivate individuals and help the team excel.

36. § Get to know your team/group
§ Establish guidelines
§ Clarify assignment requirements
§ Identify skills
§ Implement the plan

37. NEXT…
§ Research and Analysis = Defining the Problem
§ Planning = gaining insights
§ Design Strategy
§ Media Strategy
§ Budget
§ Timeline
§ Creation = Choosing the best solution
§ Prototyping
§ Production