Design workflow

I got a request about my workflow when I am designing so I thought I’d make a post about it. I don’t actually follow any fixed rules when designing, it varies from project to project. I’ve found that its best to play it by the ear but one thing is certain. The customer is always right. That, I guess, is the golden rule of design. Sometimes a design looks much worse after all the alternations but if the customer likes it, I’ve done my job. As long as its not poised to cause any major damage, I let the customer have what he wants. Most of it is art and as such everyone has their own opinion on what looks right. And if he’s happy, he’ll come back again.
More often than not I start with a discussion. The exception is when I get detailed instructions in writing or when I already know the customer and what he wants. The idea is to understand the customer then what he wants. If his favorite color is blue, there’s no point in putting green trees in the background. When I’ve understood the requirements then I explain, in general terms, all that will be involved, from the processes to the product. That includes paper types, sizes, finishing, time frames and of course – the cost. Once we agree on the finished product, I start with a basic concept.
Usually I just doodle a few ideas on paper first before moving on to Corel. First come the swatches which are just some random shapes with colors I think the customer wants and will look acceptable in proportion. The object is that the overall combination should look ‘nice’. If I have to compose some text, I do that now and find approximate positions in the design where things are supposed to go. By now a working concept develops and I send the photographer to get some photos of whatever is supposed to be there. Sometimes, if the job is important enough, I go with the photographer to help compose the right image. For most of the work I get, a 7-10 mega pixel camera is sufficient. If we’re given enough time, this takes about two days from the initial discussion. Sometimes we have to work with the photos the client has supplied so instead of the photo shoot, we scan and process the images.
Then I start on the main design in Corel and place the photos (link the files if its going to a byte heavy job and embed the files if there are less memory intensive objects). Its best to just embed the files when starting out so nothing is left behind when the job moves on to the image-setter. Corel can handle really large files as long as there is enough RAM.
When the design is done, I send for its photo-prints and get the clients opinion. Then I do the corrections or the modifications he requests and get the photo-prints again. This usually happens two or three times. When everything is ready, I convert all the text to curve (missing fonts are a nightmare so I don’t ever take chances with them once the design is final), flatten all objects except vectors and send the file off to the service bureau. Once the film comes then I send it off to the printer, then the binder and finally deliver the whole thing to the customer with the bill.