Basics Design: Design Thinking

Developing designs

This stage of the design process looks to develop and add flesh to the

bones of the concepts generated at the ideation stage in order to facilitate

the selection process.

Design and communication strategies need to be thought out and developed

to maintain a consistent and coherent line of thought that is repeated and

reinforced through all communications. When this does not occur, there is

incongruity, which can cause confusion in the viewer, and leads one to doubt

or distrust the information received.

Nowhere is message coherence more important than in creating a corporate

or brand identity. The identity created has to reflect and reinforce the stated

aims and purpose of the company, institution or brand in order to maximise

its effectiveness. All organisations seek to differentiate themselves and their

products, and this requires an honest appraisal of their nature in order to

identify and focus on aspects that can serve such a purpose.

Many companies believe that having international status gives them added

credibility: the allure of moving in different markets, having the scale to do so

effectively, access to a wealth of local knowledge and support. But how many

companies actually are international? Most have a strong base in one country,

with perhaps a smaller presence in one or a few others. Even fewer have a

presence on different continents. Incorporating an international theme into a

message may not be an optimal use of a design.

The project briefing and initial research should have identified the key strengths

and direction of the design and it is these that should inform the basis of the

message constructed.

Developing designs

The ideation stage will have generated

various possible solutions to the brief. But

design ideas need to be further developed

to have a more precise handle on the

message that is to be communicated.

Design Thinking

Prototyping

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Title: Basic Design-Thinking

Client: QPL Size: 160mmx230mm

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