hat goes on in a design project before we even start a sketch?
People hire us for our design work but it’s really what happens in advance of the design that makes our projects successful.
Whether it is a logo or a web site design we always like to start with a discovery phase that will drive the designs and help us to evaluate the designs using some established metrics. The extent to how much research we do depends on the scope of the project. This can be a thorough evaluation of competitors and audience, or it can be basic fact finding about the market position that a product or service wants to hold.
How much research on positioning should you invest in?
If you are a considering starting a small business, one piece of advice you will hear frequently is to look at the market and determine where there is a need. What are people looking for and not finding?
The same research that helps you evaluate the market can help you develop your brand identity. Your prospective customers may currently find solutions that position themselves as high tech, but not friendly. Or they may solutions with a high expertise level but are not local. Armed with this knowledge, we can figure out what elements should be part of a logo design or a brand’s broader visual position.
Who should do your research?
When we work with new clients, some of them have spent a lot of time doing this type of preliminary research. Others want to rely heavily on us to do this for them.