Chapter 6: Starting Your First Design Project

Starting your first design project can be both exciting and challenging. This chapter will guide you through the critical steps to take when approaching a design brief, conducting research, and developing your initial concepts. Whether it’s a client project or a personal initiative, these guidelines will help you lay a solid foundation for successful design work.

1. How to Approach a Design Brief

A design brief is the cornerstone of any project. It outlines the project’s goals, the client’s needs, and the target audience. Here’s how to approach and dissect a brief to ensure you’re aligned with your client’s vision.

Understanding the Client’s Needs, Goals, and Target Audience

Before diving into design, it’s crucial to understand the core aspects of the project:

• Client’s Needs: Identify the problem the client wants to solve. Ask questions such as “What are the primary objectives?” and “What message should the design convey?”
• Goals: What is the client hoping to achieve with the design? Are they looking to increase sales, improve brand recognition, or communicate a new product offering?
• Target Audience: Who will be interacting with the design? The target audience influences everything from color schemes to layout and typography. A deep understanding of the audience’s needs, preferences, and behaviors will guide your design choices.

Research Competitors and the Industry

Research is essential to inform your design decisions. Understanding what your client’s competitors are doing helps you create a design that stands out while meeting industry standards:

• Competitor Analysis: Identify the top competitors in the client’s industry. Look at their websites, branding materials, and customer interactions. This research gives you insight into trends and common design elements.
• Industry Trends: Familiarize yourself with current trends in the industry. This allows you to produce work that is relevant and fresh, rather than outdated.

2. Steps to Take When Starting a New Project

Once you’ve reviewed the design brief and completed your research, it’s time to start the creative process. The following steps will help you develop concepts that align with the client’s goals and audience expectations.

Initial Brainstorming and Concept Development

Start by brainstorming different approaches to the project. During this stage, quantity is more important than quality—get as many ideas down as possible:

• Mind Mapping: Create a mind map to explore various directions for your design. Begin with a central theme and branch out to cover different styles, colors, and elements that might work for the project.
• Sketching: Hand-drawn sketches are a great way to visualize your initial thoughts without getting bogged down by software tools. This step is quick and allows you to explore different layouts and compositions.

Creating Mood Boards and Gathering Visual Inspiration

Mood boards are an excellent tool for organizing your creative vision and aligning it with the client’s expectations:

• Mood Boards: Collect imagery, color palettes, typography samples, and textures that inspire you. Use platforms like Pinterest or Canva to create digital mood boards that capture the overall feeling and style you want to communicate.
• References: Use references from other design projects that align with the client’s industry. However, be careful not to copy. Instead, interpret the references in your unique way.

Presenting Initial Concepts to the Client

Once you’ve developed a few concepts, it’s time to present them to the client:

• Initial Presentation: Showcase 2-3 design concepts to give the client options. Explain the rationale behind each idea, how it aligns with their goals, and why it resonates with their target audience.
• Gather Feedback: The first round of feedback is crucial. Ask specific questions to understand what the client likes and dislikes about each concept. Be open to constructive criticism and ready to iterate.

Iterating Based on Feedback

After gathering feedback, refine the chosen concept. This phase involves tweaking the design to better align with the client’s vision:

• Revisions: Make adjustments to typography, color schemes, and layout based on the client’s input. Ensure that the revised design remains cohesive with the initial concept.
• Secondary Presentation: Present the updated design for final approval. Be prepared to make additional revisions, but avoid over-designing at this stage.

3. Common Mistakes to Avoid

New designers often make avoidable mistakes when starting a project. Being aware of these potential pitfalls can save you time and frustration.

Rushing Through the Research Phase

Skipping the research phase or not giving it enough attention can lead to designs that don’t resonate with the client’s target audience. Proper research provides the foundation for informed design decisions and a better understanding of the project’s needs.

Ignoring Feedback or Not Communicating Effectively

Design is a collaborative process, especially when working with clients. Ignoring feedback or failing to communicate clearly can lead to misaligned expectations:

• Listen to Client Feedback: Always take client feedback seriously, even if you disagree. Find ways to incorporate their input without compromising the integrity of your design.
• Communicate Regularly: Keep the client informed at every stage of the project. Regular updates and progress reports can prevent misunderstandings and ensure you’re meeting the client’s expectations.

Over-designing or Underestimating Simplicity

Many new designers fall into the trap of over-designing, thinking that complexity equals quality. In reality, simplicity is often more powerful. Avoid cluttering your design with unnecessary elements, and focus on delivering a clear, concise message:

• Avoid Overloading: Too many fonts, colors, or effects can overwhelm the viewer. Stick to a cohesive visual language that enhances, rather than distracts from, the content.
• Embrace White Space: Give your design room to breathe. White space (or negative space) is a key principle in clean, effective design, allowing elements to stand out and creating balance.

Book Recommendations for Beginners

• “Graphic Design: The New Basics” by Ellen Lupton & Jennifer Cole Phillips: A comprehensive guide to the principles of graphic design. This book covers essential design concepts and provides exercises to reinforce learning.
• “Show Your Work!” by Austin Kleon: A motivational read for beginners, this book emphasizes the importance of sharing your creative process and learning through feedback.

Documentary Recommendations for Beginners

• “Design Disruptors”: This documentary explores how influential companies like Airbnb and Dropbox are using design to shape their businesses and customer experiences.
• “Objectified”: Directed by Gary Hustwit, this documentary examines the role of design in our everyday lives, featuring interviews with some of the world’s most innovative designers.

Conclusion

Approaching your first design project can feel overwhelming, but by following a structured process—from understanding the brief to presenting concepts—you can create impactful designs. Remember, design is a journey. Mistakes are part of the process, and learning from them will make you a better designer. Be open to feedback, stay curious, and keep refining your craft.