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Con Kennedy Visual Communications

Design Process

Design Process

Creativity has long been articulated as what communication designers do, however there is more to the process than simply ‘coming up with new and valuable ideas’, ‘building brands’ and ‘helping clients to innovate’. The design process requires many skills and competencies of a designer. These skills and competencies are employed at various stages in the development of a design solution. This diagram above shows the design process at each stage and the various skills and competencies required for developing a successful outcome.

There are a number of abilities required by all designers and these include understanding the context of a design problem and the ability to frame them in an insightful way. The ability to work at an abstract level and to develop and iterate simultaneous multiple potential design solutions even with imperfect information. And most of all, the ability to establish purposeful relationship between a design solution and its context.

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