25/09/2022
How do you design an idea? This might sound like nonsense, but visual communication (such as graphic design) requires meaning in order to convey a message. This means that to create an effective design you must have a reliable way of establishing a core, compelling idea early on in each project. That process is called conceptual design.
Because conceptualization occurs in the mind, it can be fairly easy to overlook. But conceptual design is the foundation on which good design stands, and even technically brilliant designs can fail without a solid, backing concept. With that in mind, weâre going to walk through what conceptual design is and how to apply it to your projects.
WHAT IS CONCEPTUAL DESIGN?
Conceptual design is a framework for establishing the underlying idea behind a design and a plan for how it will be expressed visually.
It is related to the term âconcept artâ, which is an illustration (often used in the preproduction phase of a film or a video game) that conveys the vision of the artist for how the final product might take form. Similarly, conceptual design occurs early on in the design process, generally before fine details such as exact color choices or illustration style. The only tools required are a pen and paper.
Conceptual design has the root word âconcept,â which describes the idea and intention behind the design. This is contrasted by âex*****onâ, which is the implementation and shape that a design ultimately takes.
Essentially, the concept is the plan, and the ex*****on is the follow-through action. Designs are often evaluated for quality in both of these areas: concept vs ex*****on. In other words, a critic might ask: what is a design trying to say, and how well does it say it?
Most importantly, you canât have one without the other. A poorly executed design with a great concept will muddle its message with an unappealing art style. A well-executed design with a poor concept might be beautiful, but it will do a poor job of connecting with viewers and/or expressing a brand.