Phase 3: Conception

The Design Concept represents the creative reasoning the designer will undertake for the final design. In this phase, the designer is exploring innovative approaches that fulfill the specifics outlined in the Design Brief. A four-stage process for concept generation, developed by Graham Wallas in The Art of Thought, is utilized by the designer.

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Stage 1: Preparation

In this stage, the designer will review the materials gathered orientation and analysis phase and develop connections between the materials. If necessary, the designer will conduct additional research.

Stage 2: Incubation

In this stage, the designer will encourage their subconscious to do the heavy work. To activate the subconscious mind, the designer will take a break from the project and focus their efforts on other avenues.

Stage 3: Illumination

In this stage, the concept may appear from your subconscious as the mind works through the research and connections made in the first three phases. For some designers, this may be an active process, including exercises such as brainstorming, mind mapping, oral presentations, etc.

Stage 4: Verification

In this stage, the designer evaluates the effectiveness of the concepts and determines how well they fulfill the specifications outlined in the Design Brief.

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

Notes:
Design process image created from Adobe Stock #235619669