Designers are Problem Solvers

What does it take to create an idea from a blank piece of paper? What is the process of taking a message and creating a visual that communicates this message to the customer? In this series of questions, we have asked a designer (Tony) to share his thoughts his thoughts on this process that takes an idea and delivers it for the world to see.

When I get a new job I become excited with the possibilities of it all. My mind goes into overdrive with crazy ideas which are not necessarily possible, but a collection of ideas that would be really cool to see produced. This feeling can last quite a while. If the client is also enthusiastic and courageous it makes this part even more exciting. Each time I start something I always want to push myself and do a better job than the last one – pushing for a ‘personal best’.

Getting started is probably the hardest. It is so important to do research and reading up about the client and their industry because this helps create ideas. Then, I follow this trail to the ideas I end up working from. It takes time to explore the different ideas and solutions to the client’s problems. Each idea I come up with can work individually but also overlap and support each other. So, they have to be sorted and worked through to see which will be the best for the outcome. Then, you just have to start. It’s like studying for a while and then deciding to get out there and start doing what you have studied

I love the doing part – actually creating the visuals. It is so much fun. People are naturally attracted to quirkiness – I call it the Human Factor. For example, memorable headlines or quirky fonts. This connects with people and gets them thinking. It also adds variety to the marketplace. I feel that whatever is designed needs to thought through and stand out.

What would you say to someone who wanted to become a graphic designer?
Be open-minded to life, to explore different options. Learn different cultures; appreciate good wine, good food and good music. You need to be like a Renaissance man – see the world differently. You must also practice. Practice doing your sports club’s logo, your friend’s wedding invites – anything. You just have to get out there and do it.

What one thing would you say to businesses that need design work?
Respect your creative team and listen to what they have to say. Be willing to explore ideas just as much as they are. It’s your role to give as much information about your company and the passion it has for its customers and how it works. It is the job of the creative team to create the visuals that represent this. It is often a fear that designs wont work that can cause a customer to reduce the impact of the visuals, sabotaging the subtly of the design. Trust that your passion for your business and the passion and knowledge of the designer will work together to produce the results you want.

I enjoy solving puzzles and creating something. What I do is never boring, as I am always learning something new and different with so many different clients. I am always being challenged, learning and exploring a new area or industry. I get to work with awesome colours, play with music and create. It can be a real challenge, but I love it.

Tony has done some work for my business in the past, and it was great to get an insight from him into the process he goes through when designing marketing and brand material.

What would your answers be if you were asked these questions? Replace the designer and design elements with questions relevant to your job or business, then ask yourself the questions.

Feel free to leave your answers here.