Chapter 5 - Design

The Design Process

This guide isn’t about learning how to do graphic design, and it’s not a step-by-step guide.  Even if you have a step-by-step guide, design is a PROCESS, not a checklist.

You don’t check off step one and move on to step two. Rather, you constantly cycle through the steps (Design > Evaluate > Revise) for each element you are working on. The process is simple in theory, but requires constant effort and thought.

When evaluating your work ask yourself the following questions:

  • Is the message clear?
  • Am I thoughtfully utilizing color, size, placement, special effects, font weight etc. to create an effective visual hierarchy?
  • Am I being consistent?
  • Do I use the same colors and other characteristics for similar elements?
  • Am I using consistent margins?
  • What can I simplify, clarify or make more obvious? (There is almost always something!)
  • Have I met the overall goals of the infographic? (Call to action, emphasis of a certain message, etc.)

Once you feel that your design is clean, clear and effective, get some fresh eyes on it. Find a coworker, friend or anyone nearby and ask them if they could spare a few minutes to go through your infographic. Make sure they know you are looking for honest feedback and won’t take offense to anything they say (and then don’t).

As they are going through it DO NOT help them in any way. Quietly observe them as if they had stumbled upon it organically. When they are finished ask them the same questions that will help you evaluate the effectiveness of your design. Be careful your questions don’t coax them to say what you are hoping to hear. That won’t do you any good. Here are some examples to get you started:

  • Can you summarize the message for me?
  • What did you find confusing and why?
  • What feelings or emotions did you experience and at what point?
  • What improvements would convey the message more clearly?

Thank them for their help and let them know that their feedback has been very helpful.

Next Page