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Front 1

audience

Back 1

the targeted, specified group of people at
whom you are aiming your visual communication

Front 2

design concept

Back 2

the designer’s primary reasoning that
forms the basis for a graphic design solution.

Front 3

Strategy

Back 3

the core tactical underpinning of any visual
communication, unifying all planning for every visual and
verbal application within a program of applications.

Front 4

design brief

Back 4

s a strategic plan that both the client and
design studio or advertising agency agree upon; a written
document outlining and strategizing a design project.

Front 5

comprehensive

Back 5

a detailed representation of a design
concept thoughtfully visualized and composed

Front 6

Production, also called digital prepress

Back 6

includes preparing
digital files utilizing industry-standard software.

Front 7

Phase 1 is OrientatiOn

Back 7

The process of becoming familiar with your
assignment, the graphic design problem, and
the client’s business or organization, product,
service, or group.

Front 8

hase 2 is analysis

Back 8

Examine to best understand, assess, and
strategize to move forward with the assignment

Front 9

Discovery and Strategy

Back 9

Strategy is the core tactical underpinning of any
visual communication. It unifies all planning for
all design and copy within a strategic program
or campaign.

Front 10

Phase 3 is concePtion

Back 10

A foundational concept drives the design. A
design concept is the creative reasoning
underpinning a design.
The design concept sets the framework for all your
design decisions. It is the primary broad abstract idea
driving the hows and whys of your design decisions.
A design concept is visually expressed through the
creation, selection, combination, manipulation, and
arrangement of visual and type elements

Front 11

Concept–Generation Process
The generally accepted protocol for graphic design
conception is based on the four–stage model outlined in
The Art of Thought by Graham Wallas

Back 11

Preparation >
Incubation >
Illumination >
Verification >

Front 12

Preparation

Back 12

Thoroughly examine your materials for insights.
Examine for connections among thoughts and/or facts.
Then correlate to find an insight or idea platform.
Write any idea or insight on an index card, in a notebook,
or in a digital file.

Front 13

Incubation

Back 13

Once you have examined all the materials, allow the
information to incubate in your mind.
By allowing the problem to incubate in the back of your
mind, your subconscious may do the job for you

Front 14

Illumination / Conception

Back 14

For many, a concept pops up as if out of a magic lamp.
When we are relaxed and not directly working at concept
generation, an idea comes to us

Front 15

Verification

Back 15

Once you generate a concept, you need to evaluate it,
testing for both functionality and creativity.
This is the point in the process to keenly critique your
own concepts.
Verification involves evaluating/assessing and logically
supporting your viewpoint.

Front 16

Phase 4 is design

Back 16

At this point, clients often request changes and
refinements. During this phase, the designer evaluates,
refines, and secures approval from the client.
Very often, the comp is used as a visual agreement of the
design solution between the designer and client and as a
guide or “blueprint” for the printer.

Front 17

Phase 5 is imPlementation

Back 17

For a graphic design student, execution means either
printing one’s solution on a home printer or displaying it
on screen to one’s instructor or crafting a mock–up.
In a professional setting, implementing one’s design
solution takes a variety of forms depending on the kind
of format and whether the format is print,
screen–based, or environmental.

Front 18

Craftsmanship

Back 18

refers to the level of skill, proficiency, and
dexterity of the execution.

Front 19

debriefing

Back 19

This involves reviewing the solution and its
consequences—examining your finished assignment to
determine what went right and what went wrong

Front 20

Concept generation

Back 20

the ability to form/think up an idea, and state the
idea, then evaluate it—demands creativity and
critical thinking skills.
- analyze
- identify and address key issues
- conceive concepts
- communicate effectively

Front 21

creative problem solving

Back 21

the process of
understanding a communication goal,
brainstorming for original ideas, and
evaluating ideas for merit.

Front 22

Six Essential Questions:
The Kipling Questions

Back 22

Who is the audience ?
What is the problem ?
Where does the problem exist ?
When does this happen ?
Why is it happening ?
How can we overcome this problem ?

Front 23

Generate Design Concepts

Back 23

preparation,
incubation, illumination, and verification

Front 24

Images

Back 24

a broad term encompassing a great variety
of representational, abstract, or nonobjective images—
photographs, illustrations, drawings, paintings, prints,
pictographs, signs, symbols, maps, diagrams, optical
illusions, patterns, and graphic elements and marks;
images are also called visuals.

Front 25

color scheme

Back 25

s a harmonious color combination
employed by a designer.

Front 26

sign

Back 26

s a visual mark or a part of language that
denotes another thing.

Front 27

icon

Back 27

a visual to represent objects, actions, and
concepts.

Front 28

index

Back 28

sign that signifies through a direct
relationship between the sign and the object,
without describing or resembling the thing signified.

Front 29

symbol

Back 29

a visual that has an arbitrary or
conventional relationship between the signifier
and the thing signified

Front 30

Graphic designers work with two main components

Back 30

Type and Images

Front 31

image classificatiOns anD DepictiOns

Back 31

Notation Contour
Pictograph Light and Shadow
Silhouette Naturalistic
Linear Expressionistic

Front 32

three basic classifications
of depiction

Back 32

Representational
Abstraction
Nonobjective