My Creative Process
February 11, 2010 4 comments
Lately I have heard many discussions about the creative process and various tools to aid the process. This has made me think about my creative process. I have been working as a designer for some time now that I do not even think about the process anymore. During my last project I took note of the steps that I take to come up with a design solution. I listed some of the steps that I take below.
Ask questions and listen
When working on a client project, I ask questions. The client knows more about their business than anyone else. I will spend time listening to the client. While I have questions prepared, I usually let the client talk freely. I find that most of my questions are answered by the end of the conversation.
I also like to talk to as many people as I can in the company to get different points of view. It is great to talk to people who deal directly with customers, since most marketing materials are directed towards those customers.
Writing
My next step always includes writing. Sometimes I simply brainstorm by writing words that pop into my mind for the product or service I am designing for. If the client does not provide any marketing content, then I will write content for the product or service. In some cases I have found this step to be more important than sketching.
Sketching
I will draw several thumbnail sketches. These sketches are done very quickly. I will draw how content and images will be laid out on a page, or I’ll draw sketches of logos or illustrations, depending on the project. I do these sketches so quickly that they are usually sloppy and I’m embarrassed to show anyone. I have a fine art background and I can draw very well, but these sketches are simply to get my ideas out. I’m usually the only one who needs to interpret them.
This is a sketch for the Ocean Outlaws invitation.
This is a sketch for the NationBuilder business card.
Don’t let creative block get you down
When I feel creative block creeping in, it is time for a break from my sketchbook or computer. I will take a walk, watch a show or read. I always find that something externally sparks an idea. If you have ever watched The Closer, you may have noticed how Chief Brenda Leigh Johnson always figures out the clue that solves the case while she is on a break. Usually she reluctantly takes a break from a case to spend some time with family. Then, next thing you know, she solves the case. Design work is similar since we are working to solve a problem. It seems like the best ideas come while taking a shower, walking the dog or spending time with family and friends. I will jot down any ideas that I think of while I’m out as notes on my iPhone.
Get out and take some photos
I find inspiration everywhere. I have found inspiration at museums, in shopping malls, the outdoors, from architecture in the city and from movies or shows. Always keep your eyes open to the world around you. With camera phones it is so easy to take photos wherever you are to save for later.
The design comes together
By the time I sit down at my computer and put the design together, I have everything figured out. Everything comes together quickly at this point. It usually seems like it was too easy, but then I remember the time I spent thinking and planning for the design. You can view samples of my completed work in my portfolio.
Just Duckie Ad
I added the Just Duckie ad in response to Chris’s comment below. The ad was designed for a kid’s bath accessory collection for Blonder Home. The sketches for the ad are included in the article above.
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Comment
Thanks for the peek inside your head, Lori. We talk about process a lot in my Media Design class:
http://www.awdsgn.com/dailyjournal/jan10/html/dailypg_012510.htm
I’ll share your article with them.
BTW, writing works for me, too. And taking a break.
Al
Al,
It’s great to hear that there is a course devoted to process. I hope your students find this article helpful.
Lori
It is nice to see how other designers come up with their final products and the process to get to that point. Thank you for sharing. :)
I also sketch out website layouts in a dot grid notebook I bought at Target on clearance by Dror Benshetrit ( http://studiodror.com ). I wish I would’ve bought more, since I use it quite bit and I can’t find them anymore. I have also heard good thing about Moleskin notebooks ( http://www.moleskineus.com ), but haven’t bought any of those yet. Do you use a special notebook or style of paper for your sketches?
Do you have a final product from the “Just Duckie!” sketch above? It would be fun to see the finally product from that sketch. Looks like it was for a bathroom soap dispenser or something like that.
Chris,
I usually just use a standard sketchbook with 8.5” x 11” sheets. I have a small Moleskine for use on the go. I was considering purchasing a dot grid book. I was never a fan of sketching on graph paper, but the dot grid pattern seems less restrictive. It seems great for wireframe sketches. You can purchase dot grid books at Behance. You could also print out the pattern on blank pages.
I added a sample of the Just Duckie ad above. It is an ad for kid’s bath accessories for Blonder Home. The name for the group was already selected when I began working on the ad. While I was brainstorming, I came up with the headline, “Don’t you wish everything could be Just Duckie!” I was going through a hard time when I was working on the ad because my grandfather was very sick. He passed away before the ad went to print. I think this experience played a part in the headline. I also want to mention that I used rounded corners on this ad before it was a popular thing to do. I wanted the boxes to represent children’s blocks. :)
Lori