Basics Design: Design Thinking

Refinement

Working up a design idea involves the continued refinement of the

artwork and the message it communicates. Refinement sees small

yet significant changes made to a design in order to enhance the

idea and increase the effectiveness of its ability to communicate.

As a designer works up and refines an idea, a variety of typographic

choices and images may be tested. These can be resized, recoloured,

repositioned, modified and otherwise altered as the designer tries

to get the design ‘just right’. Refinement may see many iterations

of a piece being undertaken before the design has the required tone

or emphasis.

A design contains many different facets that come together in the final

job. While these are usually addressed simultaneously during a design

job, this chapter is split into component parts; images, words, shapes,

proportion, numbers and colour will each be examined in isolation.

When combined, they create a final design but you can think about

each one separately.

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BBC 1Xtra (facing page)

This campaign was created for the launch of the digital radio station BBC 1Xtra.

As a station dedicated to promoting black music, its campaign needed to keep a

broad audience appeal. The result is a stylised image, suggestive of the cultural and

emotional qualities that the brand aspires to through its playlist. This is the result of

considerable refinement in the selection of the elements within the image: the art

direction, the colours and lighting used and the type style, for example. Given the

number of decision points, the end result could have been very different.

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Title: Basic Design-Thinking

Client: QPL Size: 160mmx230mm

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