Concept & Content Precede Design March 16, 2010, by Chris Pelicano in Design
Graphic Design is the ordering and arrangement of informational and decorative elements (content) according to a rational concept and theme, in order to communicate the theme/information to a specific audience and move them to a desired response. If you accept this definition, you can see why effective and efficient graphic design DEPENDS on a well thought-out CONCEPT and complete and accurate CONTENT.
Many clients approach graphic designers with requests such as, “I need a new logo!” or, “I need a promotional brochure!” Requests for tangible deliverables like this are fine, but only address the second half of the reality. Why a logo/brochure is needed, and what message it is supposed to communicate, is the first half. A well thought-out CONCEPT answers / solves / addresses the “why” of the need and CONTENT satisfies the “what” of the need. CONCEPT and CONTENT are the “stuff” to which graphic design is applied. Graphic Design is “how” the CONTENT is delivered according to the CONCEPT.
CONCEPT
The CONCEPT is an idea, approach, or strategy that is devised to answer the big picture need a client wants to address ... to which graphic design services will be applied.
For example: the CONCEPT may be that a company is getting lost in a crowd of faceless commodities. It needs a face and a voice to stand out and be remembered ... it needs a mascot. ( ... it needs a small green lizard with an Australian accent ) And that mascot needs a single, simple message ... save people money on car insurance ... for example.
CONTENT
The CONTENT is guided by the CONCEPT and contains the details of what the message is —what needs to be communicated.
CONTENT includes:
- ALL the text/copy that needs to be communicated (compelling headlines, subheads, body copy, copyright notices, endorsement quotes, fine print, etc.). You need to know what you are going to “say” BEFORE you craft how you are going to say it. CONTENT precedes design.
- ALL/Any necessary pictorial elements (photos, artwork, logos, bar codes, mascots, decorative graphics, etc.) ... the main visual elements that support the CONCEPT.
The scope of a client’s need for Graphic Design services/solutions may be large or small, but it really begins at the level of CONCEPT and CONTENT ... not at the need for a deliverable. CONCEPTS can be determined during the course of a few short conversations or may be hammered out over a longer period of time. Either way, time spent on developing a solid CONCEPT is time well spent, because it guides the subsequent steps toward tangible deliverables.
Well thought-out CONTENT for EVERY communication piece that is subsequently designed is a must. It makes no sense to design layouts when CONTENT is missing. The “size” and design of the layout depends on the amount and kind of CONTENT.
The real world of Graphic Design process is often more rough than the ideal that is outlined here. But, experience teaches that even a modest concentration on CONCEPT and CONTENT prior to the creation of graphic design layouts can eliminate misunderstandings, and cut down on unnecessary revisions and costs—and improve overall project performance.
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