Do you know how crucial communication is for Visual Identity (VI)? If communication is lacking, all the time and money you invest might go to waste. Why? Because the design that comes out...VIThis doesn't fundamentally solve your company's issues, leading to repeated revisions and ultimately delaying the company's plans.
Today, I'd like to share with you: After years of doing brand design, how have I achieved effective communication with clients? And what methods do I use to ensure that design solutions address the company's issues while minimizing revisions, reducing communication costs, and speeding up project progress? Friends who need to do VI work now or in the future, be sure to save this for it will definitely be helpful!
It's crucial to identify the right person for initial communication. Before designers begin their work, a thorough understanding of the company is essential. How can this information be accurately gathered? Naturally, it's by consulting with the company's decision-makers, and they are who...Visual Identity DesignThe purpose and requirements are well understood.
What if decision-makers are unable to participate in the communication? They can initially engage their assistants or other delegates to have detailed discussions with the designers. However, key decisions still require the involvement of the decision-makers for joint exploration.
What are the stages requiring decision-makers' involvement? The following 5 stages must be participated in by decision-makers.
1. Purpose and Expectations of the Design
The success of a company's VI design in meeting their requirements and expectations hinges heavily on this communication phase, accounting for 60% of the decision-making factor. Why is that? For instance, if a designer begins working without understanding the company, even an experienced designer would find it challenging to create a VI that suits the company. Therefore, prior to embarking on VI design, designers will delve into understanding key information about the company through interviews, questionnaires, or other methods, enabling them to grasp the purpose and expectations of the design more effectively.
2. Define the design direction
Many decision-makers believe that once the purpose and expectations of the design are clearly communicated, there's nothing more to worry about. But did you know that determining the direction is also crucial? Otherwise, the designer's work is likely to hinder the company's business plan. So, how do we determine the design direction? Primarily through in-depth market research and data analysis, combined with the company's situation, to establish the direction of the VI design from a visual strategy perspective. We then engage in in-depth communication and discussions with decision-makers. If the direction is confirmed, we move on to the design phase.
3. Draft Review and Decision Making
Why do we submit 2-3 proposals with different design concepts at this stage? Because there are so many VI design projects, it's crucial to establish the core elements early on for better extension later. So, what are the core elements of VI? For example, the corporate logo, typography, standard colors, and auxiliary graphics, etc. Therefore, decision-makers must communicate and determine the most suitable proposals, allowing designers to optimize and expand upon them.
4. Define the direction of the modification
After these three stages, you will now see a more comprehensive VI design. However, decision-makers must closely monitor whether the VI design fully aligns with the company's business objectives and needs. If there are areas that are not yet perfected, it is important to clearly communicate the modification requirements with the designer.
5. Finalization of the Ultimate Solution
The revised design proposal requires further approval from the decision-makers. Once confirmed, the remaining tasks, akin to proofreading, can be discussed and amended by other staff and designers. Upon completion of these tasks, the final delivery can be made, allowing the company to implement the VI system.
