Goal: The goal of the discovery phase of the graphic design process is to develop an overall goal for the project and to define the context for the work to be delivered.
This step, the discovery phase is essentially and information gathering exercise and involves research into the client offering, the client marketplace and the competitive landscape within which the client operates. In this phase it’s critical to analyze the goals and objectives of the client offering in order to deliver the creative required for an effective campaign.
Besides the establishing what it is which your client requires (a logo, a flyer, or a website), it’s important to ask questions such as:
- Who is the intended audience?
- What is the message to be delivered?
- What are the dimensions of the product?
- Is there a specific budget constraint?
- What is the deadline / timeline for completion?
- Does the client have examples of what they do and don’t like?
- Is there IP restriction or corporate branding considerations which need to be matched?
By gathering this vital information it becomes easier to visualize what is required by the client and what the constrains are within which the designer needs to operate. Once this information has been digested it’s always a good idea to formally clarify the scope of the project and get sign-off from the client prior to entering the next phase of the graphic design process.