PHILTECH INSTITUTE OF ARTS AN....pdf....

Technology

1. PHILTECH INSTITUTE OF ARTS AND
TECHNOLOGY INC. - BRAND
COMMUNICATION DESIGN
Author: Agripino Verdera Jr.
Created with Pi

2. CONTENTS
`. Lesson d: Conceptual Design Requirements a. Graphic Designer vs. Graphic Artist
b. Things a Client Must Provide to The Designer ‒ A
Designer’s Checklist
c. Quiz `. True or False
d. Quiz a. Essay

3. Lesson d: Conceptual Design Requirements

4. Understanding Conceptual Design Requirements
Learning Outcomes:
At the end of this session, you will be able to:
Understand the role and job description
of graphic designer.
Understand the difference between
graphic designer and the graphic artist.
Familiar with the designer checklist to
determine the conceptual design
requirements.

5. Graphic Designer Job Description
Art makes you feel something; design makes you do something. A great Graphic Designer combines brand standards, color theory, graphic
elements, and typography to make audiences do both. Getting graphic design jobs requires a strong background in design theory, hands-on
skills in the latest version of Adobe Creative Suite, and a portfolio that spans various styles and industries. This job differs from that of a Web
Designer.
Graphic designers create visual text and imagery concepts, by hand or using computer software, to communicate ideas that inspire, inform, or
captivate consumers. They develop the overall layout and production design for advertisements, brochures, magazines, and corporate reports,
etc. Graphic Designers design (or create) graphics to meet specific commercial or promotional needs, such as packaging, displays, logos, or
imagery for print and digital uses including banner ads, social media posts, website graphics, magazine advertorials, etc. They will use a variety
of mediums to achieve artistic or decorative effects and often select the type, font, size, color, and line length of headlines, headings, and text.
Graphic designers also decide how images and text work together in a specific layout. They will collaborate closely with Copywriters. They can
transform statistical data into visual graphics and diagrams, often creating infographics, which can make complex ideas more accessible.
Graphic designers need to keep up to date with the latest software and computer technologies to remain competitive and may be employed on
a freelance basis, hired in-house, or working within an agency.

6. Graphic Designer Skills Needed
Computer fluency in Mac and
PC
Knowledge of design
techniques, tools, and
principles
Typography knowledge Multimedia content
development
Media production,
communication, and
dissemination techniques
Understanding browser
capabilities
Creativity and originality Fluency of ideas
Attention to detail Adaptability, flexibility Client-facing communication T eamwork
Organization, ability to juggle multiple projects Self-directed

7. Graphic Designer vs. Graphic Artist

8. Graphic Designer vs. Graphic Artist
You’re probably thinking, “Can there really be an entire blog devoted to the differences between a graphic artist and graphic designer?” You
may not realize there is any difference, but there is.

9. Graphic Artist
The sole intent of a graphic artist is to create visuals that facilitate an idea or story. Sometimes there is no logic to the creation of the designs, and in other instances, the
visuals are the platform for an entire story.
Above all, there is no limit to the kind or amount of mediums a graphic artist can use.
The design principles are not strict, but that doesn’t mean they should be disregarded. Consequently, graphic artists tend to bend or break some of the design rules,
but only if it fits the composition or story being told.
To better understand what a graphic artist might do, it may help to identify the kinds of work they produce:
`
Cartoons
a
Illustrations
b
Graphic Novels
c
Comic Books
d
Movie Illustrations

10. Who Makes a Graphic Artist?
The common denominator between all of these pieces is that they are more artistically inclined. A graphic artist’s work can cover a wide range
of subject matters, from inanimate objects to human beings, and everything in between.
Each piece does not follow a uniform set of rules. The styling is limited to that particular piece of artwork. If the graphic artist’s intent is to tell
a story, the visuals come first and the story second. Depending on the story, visuals are influenced by dynamic action, dialogue, or stylizing
within the composition.

11. Graphic Artist Objective
Here’s an interpretation of how a graphic artist could be shown through humanistic qualities:
The main objective of a graphic artist is to entertain the viewer. The appearance of the subject may or may not have a correlation to a story. The
main focus is the art, which reflects in their styling. The subject matter tends to be more natural and artistic. For this particular example, the
subject matter is a human with natural and utilitarian elements. The hair stylizing is natural, and the clothing is purely for its utility. There is no
other underlying message.
You will see Graphic artists’ work in a print or digital format. It depends on the purpose of the design. Their work is created by hand or on a
computer, and the artwork they produce often works in both print and digital format.

12. Graphic Designer
In contrast, the graphic designer’s main intention is to get the viewer to interact with the content within the design. With interactivity, the
viewer can read, scroll, or click through the content being displayed. In the world of graphic design, content is king, and the purpose of the
design is to help optimize concise information while providing a visual platform.
To better understand what a graphic designer might do, you should be able to identify the kinds of work they produce:
Infographic Marketing Collateral
Print Design Digital Design
Web Design Instructional Design
Presentation Design Logo Design

13. Who Makes a Graphic Designer?
Certainly, the common denominator for all of these pieces is that they serve as platforms for content that can be used in various forms of
media. A prime example of graphic design is marketing collateral for a company. The company will want a consistent design throughout all of
their marketing materials (i.e., brochures, flyers, business cards, advertisements, websites, etc.) across all mediums.

14. Graphic Designer Objective
Here’s an interpretation of how a graphic designer could be shown through humanistic qualities:
The main objective of a graphic designer is to deliver the content in an eye-catching manner. The composition and how the design interacts
depend on the content being displayed. The shirt has a graphic element, but with complementary colors: blue and yellow. The shirt also has a
design, but it is balanced because of its symmetrical composition. Color and balance are two elements of design.
Remember graphic design relies on the composition of the content, and the graphic design elements and principles are essential in laying out a
composition.
Graphic designers must follow strict guidelines due to the parameters of the content and medium (i.e., brochure, website, poster, etc.), but
graphic artists have more relaxed guidelines due to the unlimited possibilities for ideas and stories.
The main difference between a graphic designer or graphic artist is the importance of the imagery within the work. A graphic designer’s main
intention is to facilitate content, and a graphic artist’s main intention is to facilitate an idea or story. They both involve visuals and can be in
various forms of media, and both are essential because they facilitate different needs in the visual realm.

15. Things a Client Must Provide to The Designer ‒ A
Designer’s Checklist

16. Things a Client Must Provide to The Designer ‒ A
Designer’s Checklist
Clear communication is one of the most crucial aspects for any project to be successful. And, the same applies between a client and a design
agency in order to create relevant and effective graphic designs.
As a client, who’s outsourced graphic design services to an agency, it is important to communicate and share all the details that would help
the designer get a clear understanding of the end objective. This is basically a part of the initial preparation for every design project.
The designer must ask the right questions regarding the project and the client must provide all the necessary information. This is beneficial and
important for both the client and the designer since both are working together to achieve one end goal.
Sometimes, as a client, you tend to think that the designer would know everything and doesn’t need to know more than what’s been shared
over the email. However, such assumptions can cost your brand heftily.
In order to ensure that your project isn’t delayed due to unwanted revisions, you should be proactive in providing some common, yet
important, details to the designer; even if they forget to ask for it.

17. Exact Requirements
To begin with, it is important for the client to be very clear with their design requirements. For instance, if it’s a new and custom website
design that the client is looking to get from the agency, it should be communicated accordingly before the assigned designer starts working on
it.
Additionally, it is the client’s onus to let the designer know the exact requirements around the design. So, taking the website design example
mentioned earlier, the client must communicate to the designer about what all additional designs would be required to go along with it. Will
they need to create logo designs, business card designs (to go along with their business website), landing page designs (for marketing), etc.

18. Expectations from the Design and the End Objective
Another important part of a designer’s checklist for information to be provided by the client is the end goal of the design. Graphic design is an
integral part of the effective marketing and branding of a business. So, every kind of design project carries a specific end objective which the
client must share with the designer.
When the designer knows what the client is looking to achieve from the designs, it becomes easier for them to come up with appropriate
designs.
It could be a logo design project for the
rebranding of the business.
It could be a print design project to
spread the word about a new store
opening in the neighborhood.
It could be a business card design project
to establish strong business networking.

19. Details on the Target Audience
Arguably, the most important information that the client should communicate to the designer is the details about their target audience.
Graphic design is an integral part of effective marketing and branding for a business. This practically means that a design is targeted for a
specific set of consumers who belong to a specific demographic, ethnicity, and have a specific purchasing pattern.
Additionally, it is highly important for a designer to understand clearly who the target audience is, as that will help them use the right graphic
design elements in the design. What type of colors, graphics, illustrations, fonts, etc. will be used in the design would depend a lot on the kind
of audience that is being targeted through the design.

20. Project Turn-Around Time
It is understood that, as a client, you’d always want the projects to be completed in the least possible time. However, good graphic designs
take time, and rushing things can lead to compromised quality of work.
Therefore, it is important that clients communicate with the designer and reach a middle ground in terms of the project deadline. A good way
to ensure smooth execution of the project, without unwanted delays, is to set a series of deadlines for different stages of work. This way, both,
the client and designer would know if they are on the right track or not.

21. The Budget
Well, not so specifically for the designer but, understanding what the client’s budget is
important for the agency as a unit. Understanding the budget lets the design agency to
recommend the best possible services the client can get and that would help set realistic
goals for both.

22. High-Quality Images
Quality images are as important for good designs as quality coffee beans for the perfect cup of coffee.
When the designer works on a project given by the client, there are several instances where specific images, icons, or logos might be used.
These images and icons need to be provided by the client and must be of high quality. For example, you cannot simply ask the designer to pick
the logo image from your website’s home page.
There is a specific format in which the designer would require these images to be shared with them, and, therefore, the client has to ensure the
quality is not compromised.

23. Relevant Design Samples
Yes! Graphic design is all about creativity and uniqueness. However, good references can always help in meeting the exact requirements; and in
a lesser time interval.
Sharing relevant design samples and examples for reference can go a long way in helping the designer create a design that the client is
precisely looking for. It also makes the designer appreciate the support provided by the client and helps build strong credibility for good work.
And, if you are a client, make sure you check all these boxes from the designer’s checklist to ensure you get the exact designs as required.

24. Quiz `. True or False

25. Quiz `. True or False
Instructions: Read the following statement carefully. Write true if the statement is correct and false if it is wrong.
`
___ `. A great graphic designer combines
brand standards, color theory, graphic
elements, and typography to make
audiences do both.
a
___ a. Graphic designers need to keep up
to date with the latest software and
computer technologies to remain
competitive.
b
___ b. The sole intent of a graphic artist
is to create visuals that facilitate an idea
or story.
c
___ c. The design principles are not
strict, but that does mean they should be
disregarded.
d
___ d. A graphic artist’s work can cover
a wide range of subject matters, from
inanimate objects to human beings, and
everything in between.
e
___ e. If you are a designer, make sure
you ask all the right questions to the
client and get a clear understanding of
their requirements.
f
___ f. When the designer works on a
project given by the client, there are
several instances where specific images,
icons, or logos might not be used.
g
___ g. Sharing relevant design samples
and examples for reference can go a long
way in helping the designer create a
design that the client is precisely looking
for.
h
___ h. A good way to ensure smooth
execution of the project, without
unwanted delays, is not to set a series of
deadlines for different stages of work.

___ . Another important part of a
designer’s checklist for information to
be provided by the client is the end goal
of the design.

26. Quiz a. Essay

27. Quiz a. Essay
`
What is conceptual design?
a
In developing a conceptual design, there are crucial steps need to be followed. What do you think are the benefits of these steps to a
graphic designer in conceptual designing? Explain the benefits of each step.
References:
https://artisantalent.com/job-descriptions/graphic-designer-job-description/
https://catmediatheagency.com/graphic-artist-vs-graphic-designer/

28. Thank You