Although most illustrators
use their own very personalized method for handling assignments, other commercial
visual professions, such as graphic design, industrial design, and interior
design follow a more structured method of project development and completion.
Being aware of a form of structured project methodology can provide an
additional understanding of what goes into solving a problem, A methodology can
greatly benefit illustrators, for what is required for illustration problem
solving is very similar in structure to that which is required by other visual
communication disciplines.
Before going any further, a few terms that are used to
describe this process should be defined to better understand project
methodology as it pertains to illustration.
Methodology - meth·od·ol·o·gy, a system of methods used in a
particular area of study or activity.
Ideation - i·de·a·tion, the formation of ideas or concepts.
Brainstorm - brānˌstôrm, a way to produce an idea or solve a problem through a sudden
spontaneous inspiration.
Rhetoric - rhet·o·ric, the art of speaking or writing
effectively.
Structured Project Methodology
There are many variations of project methodologies that cover an array of different types of projects from visual image development, to conceptual content development, to project management, and so on. The structured project methodology presented here has been tailored to illustrators and is a comprehensive progression of activities that reflect all aspects that go into completing a typical illustration assignment.
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| © 2013 Don Arday. |
Problem Identity
Problem Statement
Presented by a client,
account executive or an art director, a problem statement is usually a
collection of facts and information that describe the task you have been
commissioned to complete. The statement will include a problem to solve and
possibly a desired outcome. This original problem statement will probably be
communicated in terms that are familiar to an assignor or a client. Most
likely using terms that are non-artistic. Additionally, the problem statement may
be received either directly from a client or indirectly from some other
individual subcontracted by, or representing a client.
After receiving a problem or
assignment from a client it will be necessary to reinterpret the problem. A
problem restatement is a translation of the original problem into terms or
standards an illustrator is familiar with, i.e., terms that apply to the creative
idea development, and illustration visualization and production processes that
are used to develop a solution. This is the stage in which to grasp an
understanding of the assignment. It is also the time to obtain further
information from the client if necessary.
Ideation
Brainstorming
Brainstorming is the basis
that provides the raw materials to construct an idea. Most importantly, brainstorming
should be a non-judgmental recording of any and all ideas, thoughts, associations,
experiences, impressions, etc., about the problem subject in
generalities. The materials generated by this activity will become the building
blocks of further ideas. The record of this activity may take the form of
verbal notes and/or visual sketches. For brainstorming to work best the
thoughts must be put on paper. Also, during this stage of creative gathering,
no thoughts should be discarded.
From a brainstorming session,
the next stage in creative gathering is focused brainstorming. Still non-judgmental,
this is the stage to search for any ideas that are independent of the first brainstorming
session. The main difference is that in this session thoughts and ideas are
developed that relate more specifically to the original problem statement
than to just the problem subject. Focused brainstorming is used to improve and
broaden an original set of ideas.
Research
Subject Research
Researching a subject
performs the valuable role of eliminating stereotypical ideas concerning a
subject such as previously publicized phrases or visuals, or even misconceived
notions. Research is necessary to become familiar with the subject of a problem
especially if it is something that requires a specialized set of knowledge. Research or
information about a subject can be personally sought out or a client can supply
it. At all times during a process involving research, the purpose is to learn more
about a problem or subject, to add to a cache of ideas.
Less self-explanatory than
subject research, media research relates to the functional requirements of the assignment.
This includes production processes and materials as they relate to a specific
purpose of a project. Medium research impacts how an illustration needs to
visually be prepared or appear, rather than what the concept of the image will
be. Budget becomes an extremely important consideration here. Media research provides
information about any visual limitations or opportunities that may also factor
into the conceptual development of an assignment.
Evaluation
Review
The review stage is when assignment
solutions are assessed for their aesthetic or conceptual value and evaluated
for presentation to a client. The purpose of a review is to confirm the
appropriateness of a idea and to classify it for presentation purposes. It is
desirable to place classifications on the ideas such as practical, attractive,
unique or this one the client suggested. Ideas that are personally appealing to
the illustrator, or may have a future added value to the client should also be
included.
Criteria review is when ideas
are re-evaluated and related to the requirements of the problem statement. This
stage provides an opportunity to search for unique qualities that may be inherent
in an idea. Or ideas that may lend themselves to added benefits such as an illustration
that is versatile, easily produced, more marketable, or one that can sponsor
further conceptual opportunities.
Development
Idea Building
Idea building combines
selective pieces of the recorded material that was generated from the brainstorming and research stages to form a more complete set of conceptual
interpretations to develop as possible solutions to the assignment. Idea
building is the stage where concepts are prepared for review and presentation.
To implement idea building, sketches are produced that illustrate the concept for
presentation to a client. All formal illustration and design and considerations
are finalized at this stage; composition, visual subject choices, typography
(if needed), etc. Tone and color can be indicated if they will help a client understand
the sketch and concept easily.
Rhetoric supports the results
of concept development and sketches produced in the idea building stage. Based on conclusions drawn during the review stage, it is
used to explain and justify the artistic choices and conceptual intent of the
sketch proposals. However, it can also influence and inform the idea building process. Rhetoric being a verbal
form of communication is an effective way to connect with non-visual clients. It
is used to answer any questions or concerns that may arise from the appearance
of a sketch. It is not enough to be able to intuitively produce a pleasing
idea, it must also be sold, and it in turn, if presented to a middle manager, the
idea may have to be presented by a middle manager to a superior, a constituent,
or a client, and so on. Also, this may happen without the illustrator being
present.
Production
Completion
The completion stage is where
approved ideas are prepared for delivery to a client and or a production house,
i.e., the execution of the final illustration. It is also where any changes and/or revisions to the final illustration are added as a result of the final review.
An extremely important stage
prior to the release of an illustration, the final review is essentially a
quality control assessment and inspection of the finished illustration. It is
the time to look it over the work very carefully to make sure it will satisfy
the expectations of the client. Anything bothersome can be corrected before the
illustration is delivered. It’s the last chance.
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| © 2013 Don Arday. |
Intuitive Project Methodology
Still retaining some semblance to a fully structured methodology, the intuitive project methodology corresponds to the more natural intuitive approach to problem solving that many illustrators use to complete assignments. At first glance, intuitive problem solving appears to be a streamlined, more efficient version of structured methodology, retaining at least one aspect of the problem identity, ideation, research, evaluation, development, and production stages. However, because there is far less cross-referencing of the six methodological stages, the result may suffer from lost creative opportunities, and a much more rudimentary solution to an illustration problem. Rhetoric, which a vital part in the problem solving process, is used only for purposes of justifying the completed work. Used in this way, rhetoric no longer influences and informs the idea building process. |
| © 2013 Don Arday. |
Unstructured Project Methodology
Although seemingly not a methodology at all, an unstructured
approach to problem solving is none-the-less still a form of methodology. The unstructured
project methodology occurs when a problem is dealt with by thinking only of the
task at hand. Ideating a concept without considering what will happen next
or what has occurred prior, or researching a subject after the idea has been
built. There is little or no cross-referencing of stages and far less discovery and development
of creative building blocks. In fact brainstorming may not even be used in
unstructured problem solving. It is essentially coming up with an idea and proceeding
straight through to completion. This hit or miss approach to solving a problem
does exactly that, hits or misses.
