Design Evolution Study #001

This is a quick example of a quick greeting card design and it’s evolution…

Okay, lets get to work!

Here is an example of a simple Holiday invite from inception to completion. How hard can an invite be, right? Let’s just say, its all in the details…
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1. The beginning: Xmas Balls, Branches, Snowflakes… you have to start somewhere.

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2. Colors… what about blue? less religious? more universal?

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3. We need a bird. A holiday bird. lets try a cardinal!

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4. Not a real bird, a stylized bird. lets try some more mid-century color tones as well. let’s cluster the balls to look more like berries.

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5. How about a little more muted? Well… if you insist…

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6. That didn’t work. Lets minimize the number of balls, move the bird, try a new font.

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7. Our logo? lets go with B&W.. the blue throws everything off.

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8. Wait. New title. New font. Let’s change the ball spacing a little and integrate the logo into the design! Also, lets move more of the info to the back.

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9. 5×7 is too big. lets go 4×6, its more intimate.

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10. Okay, so the ration is now 4:6… we need to shrink the text, looks crowded.

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11. Close. we still need to match the CMYK colors to the pantones of the envelope…

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12. DONE. ready to print. Lots of steps, but the result is EXACTLY WHAT THE CLIENT WANTED.

Moral of this design process: When working with a new client, always make sure your estimate accounts for the potential of many revisions. Until you know how a client thinks and how well you work together, you cannot assume that a simple invite is going to be that simple.

The result?

Best Case: The final cost is LESS then you estimated because the details are not that important to that particular client.

Worst Case: Is really not that bad at all. You actually got to put more time and thought into the design without going over budget. Everybody is happy and the design work is that much more refined.

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8 Responses to “Design Evolution Study #001”

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  6. Robbi Muto says:

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