Phase 1: Orientation

Phase 1: Orientation

The orientation phase is an active-listening process where the designer must communicate with the client to determine their project needs and who the targeted audience is. After this initial meeting, the designer will also begin researching the project and gathering all the relevant information related to the project.

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Defining the Purpose:

To identify the goal, the designer must determine the specifications for the project. Some questions to consider:

  • Is this a new project or a re-design of an existing project?
  • What are the final delivery formats? (printed, electronic, or both)
  • Is this part of a larger project? (Is there a larger team to integrate with?)

Determining the Audience:

The audience is a significant factor in how to approach a design solution. The designer and client must clearly define the target audience for the project. Some questions to consider:

  • What is the target age group?
  • Is this targeted for males, females, or both?
  • Is there a subculture to be targeted?

Conducting Research:

After meeting with the client, the designer must thoroughly examine the information provided and extend their knowledge regarding the project. Some questions to consider:

  • How can you extend your understanding of the project?
  • Is there additional background information necessary?
  • Are there any competitors, and what are they doing?

‹‹ Design Process Overview  Phase 2: Analysis ››

References:
Landa, R. (2014). Graphic Design Solutions (5th ed.). Boston: Wadsworth.

Notes:
Design process image created from Adobe Stock #235619669