Basics Graphic Design 02: Design Research: Investigation for successful creative solutions

202 Pages·2017·68.696 MB·English

by  Neil Leonard, Gavin Ambrose

BASICS BASICS
Publisher’s note
Neil Leonard
GRAPHIC DESIGN GRAPHIC DESIGN
Gavin Ambrose
02 02
Ethical practice is well known, taught Featured topics AVA Academia’s Basics Graphic NB Neil Leonard MA is a designer
and discussed in the domains of wgehtyt irnegs setaarrcthe?d Design titles are designed to eil Lasic and educator; he currently works
medicine, law, science and sociology primary, secondary and tertiary provide visual arts students with a eos G Design at the Arts University College at
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an increasingly integral part of the brief design. Packed with examples from av D Research his experience of graphic design is
our everyday lives and its influence asouudriecnecse and credibility students and professionals and in Aesig broad and encompasses areas as
on our society ever-more prevalent. fully illustrated with clear diagrams mn diverse as typography, illustration
recording and documenting b 0
audience research and inspiring imagery, they offer an r2 and new media. Through each of
AVA Publishing believes that our o
market research essential exploration of the subject. s these disciplines, an investigative
world needs integrity; that the field-based research e Investigation for successful creative solutions
research interest plays a vital part
ramifications of our actions upon process-based research Design Research is an inspiring
understanding your findings and informs his freelance practice.
others should be for the greatest and practical guide that shows you
responding to your findings
happiness and benefit of the greatest presenting research how to develop the best possible
number. We do not set ourselves completing the job solution for each project you
Gavin Ambrose MA studied at Central
out as arbiters of what is ‘good’ or undertake. This book will give you an
Featured contributors St Martins and is a practising graphic
‘bad’, but aim to promote discussion Simon Ålander understanding of different types of
designer. Current commercial practice
in an organized fashion for an Fabien Barral research, how and when to apply D
Ally Carter includes clients from the arts sector,
individual’s understanding of their them, and how to respond creatively e
Tanner Christensen s galleries, publishers and advertising
own ethical inclination. Creasence to your research findings to produce
i agencies. He is the co-author/
Fuse Collective informed, targeted and innovative g
By incorporating a ‘working with Emily Hale solutions that will appeal to you, n designer of several books on branding,
ethics’ section and cover stamp Andrew Hussey packaging and editorial design.
Planning Unit your audience and your client. R
on all our titles, AVA Publishing aims
Motherbird e
to help a new generation of students, Brian Rea
s
educators and practitioners find Hannah Richards e
Castro Smith ‘In a climate where a certain search
a methodology for structuring their StudioKxx engine is fast becoming the one-stop a
thoughts and reflections in this Studio Output r
hit for every research need, this book c
vital area. Jane Trustram
Underware shows a breadth of techniques, h
Alicia Waters opportunities, methodologies and
Webb & Webb
suggestions that will open up your
Heather Webster
Ben Willers creative thinking in a way that no
Andrew Zo algorithm ever could. You don’t need to
Lynnie Zulu
hit a search button, you don’t need to
feel lucky. You need to read this book.’
ISBN: 978-2-940411-74-0 Barrie Tullett, The Lincoln School
of Art & Design, UK
9 782940 411740 ava publishing sa
www.avabooks.com
http://blog.avabooks.com
[email protected]
£23.50 US$34.50 [email protected]
Job: 03943 Title: BGD Design 2: Design Research (AVA)
Cover, iFC-IBC 03943_C2.indd 1 4/12/12 3:42 PM
Page:cover
BASICS

Neil Leonard
graphic design
Gavin Ambrose
02
Design
Research
Investigation for successful creative solutions
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An AVA Book
Published by AVA Publishing SA
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© AVA Publishing SA 2012 0.1
Your opinion is irrelevant
All rights reserved. No part of this
because I hate you
publication may be reproduced, stored
Hannah Richards (a student at
in a retrieval system or transmitted in
the University of Brighton, UK)
any form or by any means, electronic,
mechanical, photocopying, recording Developing a sense of style and a
or otherwise, without permission of confi dence in your work takes time.
the copyright holder. This engaging epigram, ‘This is the
way to the thing you insisted you
ISBN 978-2-940411-74-0
needed to see even though I have
Library of Congress Cataloging-in- described it to you in great detail’,
Publication Data is part of a larger body of work by
Leonard, Neil; Ambrose, Gavin. Hannah, shown on page 138.
Basics Graphic Design 02: Design
Research. / Neil Leonard; Gavin
Ambrose. p. cm.
Includes bibliographical references
and index.
ISBN: 9782940411740 (pbk. :alk.
paper)
eISBN: 9782940447381
1. Graphic arts. 2. Commercial arts.
NC997 .L465 2012
10 9 8 7 6 5 4 3 2 1
Design by Gavin Ambrose
Cover image by Fuse Collective
Production by AVA Book Production
Pte. Ltd., Singapore
Tel: [phone]
Fax: [phone]
Email: [email protected]
Job: 03943 Title: BGD Design 2: Design Research (AVA)
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0.1
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Contents
6 Introduction
8 Chapter 1 / The basics of research
10 Why research?
12 Getting started
18 Primary, secondary and tertiary
26 Key terminology
32 Studio interview: Emily Hale
34 Activity: Approaching research
36 Chapter 2 / Understanding context
38 Audience and social contexts
50 Design contexts
60 Theoretical underpinning
64 Studio interview: Andrew Hussey
66 Activity: Convention
68 Chapter 3 / Planning your work
70 The brief
76 Audience
78 Sources and credibility
82 Recording and documenting
90 Studio interview: Brian Rea
92 Activity: Audience
4
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Contents Introduction
94 Chapter 4 / Conducting research
96 Audience research
106 Market research
112 Field-based research
120 Process-based research
122 Studio interview: Jane Trustram
124 Activity: Product and customer
126 Chapter 5 / Using your fi ndings
128 Understanding your fi ndings
134 Responding to your fi ndings
152 Studio interview: Underware
154 Activity: Classifi cation
156 Chapter 6 / Presenting your fi ndings
158 Presenting research
176 Completing the job
182 Studio interview: Tanner Christensen
184 Activity: Presenting statistics
186 Conclusion
187 Contacts
188 Bibliography
190 Index
192 Acknowledgements
193 Working with ethics
5
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Introduction
A graphic design project can be viewed as a series
of choices – the more informed these choices are,
the stronger the outcome will be. Research is the tool
that, above all others, can help you gain the in-depth
knowledge needed to inform your choices and make
the most appropriate and educated decisions.
Research is an ongoing process, beginning with initial 0.2
The Blight of Natural Catastrophe
fact-fi nding as you respond to a brief, and progressing
Tom Clohosy Cole
through audience research, to the development and
Shown is a gouache illustration for
synthesis of ideas, and the fi nal testing of materials, a university project exploring a fi ctional
processes and resolutions. insurance company. Tom explains, ‘I
approach research in a variety of ways.
The processes you undertake may be structured or intuitive, Once I have an idea, I like to discuss
it with as many people as I can. I fi nd
but all research should be approached with an open mind.
the ideas and recommendations of
You may start with a very clear methodology that allows you other people an invaluable resource in
to move from one step to another in a structured way, or you starting to construct an idea or body of
work as they often lead down paths I
may prefer to engage in a series of experiments and allow
would not have strayed down.’
the outcome of these to dictate your next step. In either
case, you should be open to what your research tells you.
This book will act as a guide, introducing you to relevant
concepts and terminology, and helping you make the most
of your investigative work. The chapters help you discover
appropriate research methods, identify and question your
target market and make appropriate and targeted design
choices. The book will help you make the best of your
creative ideas, formulate plans and structure your work in
a way that will benefi t your fi nal ideas and open fresh
avenues of creativity.
Research is to see what everybody else has seen,
and to think what nobody else has thought.
Albert Szent-Gyorgyi
6
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Contents Introduction
0.2
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Chapter 1 – The basics of research
Understanding the need for research,
the techniques available and the
possibilities that each of these offer
is key to becoming a well-informed
designer.
In this chapter we consider the initial stages
of research, looking at the starting points that
will guide later activities. Basic terminology
that describes broad types of research is
introduced, with examples of how these can
be used within your projects. We then explore
more complex terminology and relate this to
relevant supporting theories.
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