Phase 4: Design

In the design phase, the designer begins the visual design of the concepts identified in the previous stage.

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Stage 1: Thumbnails

In this stage, the designer develops thumbnail sketches to work through visual problems quickly. Often this phase is done on pencil and paper.

Stage 2: Roughs

In this stage, the designer reworks the thumbnail sketches into a rough solution. The designer will work with placement text and images to quickly determine if the visual design is a viable solution for the client.

Stage 3: Comprehensives

In this stage, the designer develops comprehensives or comps to show the client from the roughs in the previous stage. The comps will work through an iterative process with the client to determine the final direction of the project.

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

Notes:
Design process image created from Adobe Stock #235619669