I thought this was a great explanation of the creative process. Most clients tend to want to dig right into design; but I like how this graphic shows that good design results from a lot of hard work and thought up front. I also like the importance of calling out “concept/prototype”. This is a critical step that I’ve seen agencies skip. You can save a lot of headache (read billable time) and effort by getting your prototypes approved before beginning the design phase. Clients will appreciate the fact that you are seeking directional approval before spending a lot of time.
Moral of the story: as a team (client & agency) determine why you’re doing this project, why now, what the audience will respond to, gain clarity of direction, test, then AND ONLY THEN move into the design phase of the project.
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