Graphic design process: steps, guide & tips 

Graphic design is a unique artistic language, especially in branding. It can tap into people's subconscious and influence their decisions and perceptions through colors, shapes, illustrations, layout, and typography.

Just look at the biggest brands in the world. They have established unique graphic design styles that forever etch the brands in the minds of consumers. However, the graphic design process can be arduous. It requires having the correct elements, tools, process, time, and team to get the best results. It also boils down to your understanding of the design work.

Learn what goes into the graphic design process and other helpful tips to give you a strong start in your branding journey. The graphic design process breaks down the work into multiple steps, helping designers create visual elements that align with a brand's identity and message. 

That said, graphic design requires careful conceptualization and development of consistent brand elements, like logos, product packaging, print ads, social media content, and typography. Examples of brands with successful designs include Pringles' mascot, Mr. Pringles, Disney's Waltograph font, and Apple's distinctive bitten apple logo.

The graphic design process includes foundational steps like establishing goals, conducting research, conceptualization, design development, review and enhancement, and launch. Let's delve into each step below.

Step 1. Project brief and client alignment

The first step in the graphic design process is creating a project brief. The designer gathers initial information about the brand, target audience, and project scope. This includes outlining the deliverables, timelines, budgets, and other protocols deemed necessary by both parties.

Here are some key questions to ask the client at this stage:

• What problem are you trying to solve?
• What are your brand values and key messaging?
• How do you want to differentiate yourself?
• What do you want the audience to feel or think when they see the design?
• Who are the people involved in the feedback and approval process? 

The goal is to ensure a clear, shared understanding of the project among everyone involved. The designer then creates a detailed creative brief that covers the creative direction, goals, timeline, budget, and communication plan.

There is no single brief template, as needs may vary, but the graphic design brief should include the following: 

• Brand overview. A concise background of the brand (history, core values, and mission statement) and its current status in the market. 
• Design scope. A description of the graphic design requirements and deliverables. It establishes design boundaries and client expectations. 
• Objectives. Defines the primary purpose of the graphic design project. It should include measurable key metrics. 
• Target audience. A description of the intended audience. Make sure to include demographics, psychographics, challenges, and brand perception. 
• Timeline and budget. A transparent calendar of milestones and deadlines with budget range and contingencies.

The more concise and detailed the project brief, the less the chance of misunderstanding.

Step 2. Research and inspiration discovery

A highly informed graphic design process is essential for creating compelling visual strategies. This process involves thoroughly researching the brand's vision, mission, values, and identity. It also entails industry and competitor research, delving into competitors' latest trends, weaknesses, threats, and opportunities.

Graphic designers can use tools to gather technical data, like Google Analytics, Google Trends, social media audience insight tools, and surveys. This data helps answer key questions about the target audience's demographics, psychographics, pain points, interests, and buying behaviors. It also identifies any design elements that should be avoided.

To aid in conceptualization, designers may seek inspiration from various design sources and assess elements they can include that align with the project's creative process. Designers must be open to learning about different creative perspectives, problem-solving strategies, styles, and visual references.

Step 3. Conceptualization and sketching

Now that you have enough data to work with, it’s time to start designing!

During the concept development and sketching stage, graphic designers generate and share creative ideas that align with the project's goals. They use visual techniques like mind mapping and word association to brainstorm. Moodboards are filled with images and illustrations that can spark design ideas. The design team then creates hand-drawn sketches of the initial concepts and selects a detailed, coherent concept to move forward with.

It's important to thoroughly document the concepts so designers can review them if challenges arise. That said, graphic designers can streamline the creative design process using conceptualization tools like Miro or Notion or digital tools like Procreate or Adobe Fresco. 

Generate a wide range of ideas rather than settle on a single concept. Designers should also seek initial client feedback on the most resonating concepts. That said, be open to taking risks and going beyond conventional ideas through the design thinking process. Allocate sufficient time for the iteration stage, which is critical to the design's success.

The goal is to transform abstract ideas into detailed, concrete, and coherent. Discard concepts that do not satisfy the client's requirements, which will prepare the designer for the next drafting stage. By the end of this step, the graphic designer must have two or more concepts to work on, client feedback, and a roadmap for how these drafts will translate digitally.

Step 4. Design development (digital drafts)

Breathe life into ideas and rough frameworks by creating high-quality designs using professional design tools. These include Adobe Photoshop for photo editing, Illustrator for vector-based designs, Figma for UI/UX design and web layouts, or Sketch for digital interfaces and prototyping.

During this process, the designer scrutinizes the final design, ensuring consistency in spacing, alignment, and accessibility. Implement unique design solutions before presenting them to the client. Ask yourself:

• Does the design align with the brand's visual identity?
• Does the design meet the accessibility standards?
• Are the texts readable? 

Finally, thoroughly test the design to ensure it functions as intended and reflects the project's goals and the client's expectations.

Step 5. Feedback and revisions

Another vital step in the graphic design process is feedback and revisions. This is when the designers ask other internal team members to lend fresh eyes and assess what works and what doesn't. This allows the designer to create a prioritized list of actionable revisions.

Designers should establish clear ground rules to streamline the feedback and revision process. This includes setting a timeline for providing feedback on implementing changes and reiterating the agreed-upon number of revisions from the project brief.

Feedback should be treated as a collaborative effort to achieve the client's brand goals. When suggestions are constructive and specific, designers can refine their work and deliver the final product that meets the client's needs.

Step 6. Final refinements and polishing

As the designer finalizes the output, it's time to integrate revisions. Attention to detail is essential as this is the last chance to make any edits, correct mistakes, and optimize the design to meet the client's requirements.

Ensure you thoroughly test the designs in their final formats. This includes checking if the digital designs are compatible with different devices and verifying the website's responsiveness. Confirm that all designs adhere to the brand guidelines and satisfy other technical requirements.

After implementing the final refinements and polishing, get feedback from your peers to identify any overlooked errors. This process may need repeated multiple times until the designers are confident with the final output. Remember to adhere to the timeline and use a checklist of tasks to keep the process on track.

Step 7. Final delivery and launch 

The final design stage of the creative process is delivery and launch, which can be broken down into the following steps: 

• File preparation: The designer renders and organizes all files in the required formats. A final quality assurance check ensures that every output meets the client's standards and project stipulations. 
• Client hand-off: The files are sent to the client, and the designer explains how to use them and the design thinking process. Any required resources or documentation, such as image and font licenses, are also provided. 
• Launch preparation: All files are finalized and proofread. Stakeholders and relevant participants are informed about the launch details. A system or standard operating procedure (SOP) is in place to address any issues that may arise during the launch. 
• Post-launch support: The design team can provide adjustments or support for a limited time. The delivery and launch process should be seamless, so post-launch support ensures a smooth transition and cements trust and credibility with the client.

With a structured approach, graphic designers can ensure a thoughtful design process that drives results.

1. Brand logo 

While FedEx's logo is simple, the graphic elements are creatively crafted to convey deeper symbolic meaning. For example, the negative space between the letters' E' and 'X' forms an arrow shape. This arrow represents the company's core purpose of speed and efficiency—essential qualities for a leading global logistics provider.

The highly contrasting colors purple and orange make the logotype legible and recognizable. The geometric, sans-serif typeface also contributes to an overall sense of modernity.

KFC's logo is an excellent example of great graphic design. The company has taken its lengthy name, "Kentucky Fried Chicken," and made it memorable using the simple acronym "KFC." The brand consistently displays the logo in a bold, uppercase font with a red-and-white color scheme. 

And who could forget the iconic imagery of Colonel Sanders, the brand's founder, wearing his signature bow tie? This consistent branding that tips its hat to Southern American food culture embodies a familiar and visually appealing look.

2. Social media content

Effective graphic design requires consistency, and Duolingo embodies that across its social media presence. Look at the brand's Instagram account, where most content features the instantly recognizable green owl, Duolingo's beloved mascot.

Whether it's a hilarious meme, an informative reel, or a visually striking image, the Duolingo owl is the undisputed star. The brand's signature green color and custom Feather Bold typeface create a cohesive and instantly identifiable visual identity.

The cheeky captions complement the visual elements, further strengthening the brand's unique personality and increasing its memorability. The consistent use of design elements and brand tone helps Duolingo stand out in a crowded online sphere.

3. Packaging design 

Monster

Monster Energy Drink's packaging features a bold and edgy design. The letter "M" resembles the fierce claw marks of a vicious, animalistic creature, as if desperately trying to break out of the can. This striking visual evokes a sense of rebellious and unapologetic character that strongly appeals to a younger target audience.

This distinct packaging immediately grabs consumers' attention in a crowded supermarket or convenience store shelves.

4. Website design 

Renowned fashion luxury house Gucci unveiled its inaugural collection called Gucci Ancora. It signals a new chapter for the brand, and the company has launched a dedicated website to showcase it. 

The website isn't just a compilation of videos and images of models wearing exquisite outfits. It successfully presents a narrative centered around luxury, creativity, and artistry. The website embodies contemporary culture, art, and fashion through bold visuals.

The website's design is thoughtfully crafted, incorporating interactive yet minimalist elements such as animations and hover effects. This ensures an engaging user experience without overwhelming the audience.

Graphic design is an ongoing, dynamic process. Emerging trends, diverse audience preferences, and evolving brands require a structured approach to maintain consistency and coherence.

The process begins by defining goals and researching the brand, competitors, and industry. Designers then collaborate closely with clients to ideate and refine design solutions.

This alignment is essential at every step, but the structure should allow flexibility. Adaptability to changing needs and goals results in powerful and influential graphic design concepts that stand the test of time.

Learn more about the graphic design process from the branding design agency Ramotion.