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The Visual Communication Production Process: The Communication Need

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Graphic Design -> The Visual Communication Production Process: The Communication Need

The communication need

Image - The communication need is the requirement of the designer, as stated by a client.

What is a need?

A need is the requirement of the designer, as stated by a client. For the purposes of design-based tasks, this is normally offered as a brief from the client to the designer.

Whilst you, as the student, may, for the purpose of this area of study, design your own fictitious need or brief; you may also be given a set brief by your teacher or you may, in special circumstances, work with a real client.

A word of caution: if you choose to adopt a real client who has a real need, this situation can result in you working outside the set criteria, due to the needs of the client being other than those that can be satisfied by working through the visual communication process. For example, you must retain the opportunity to explore a range of ideas and materials. Given that the client wants you to design a wedding dress, she may already have some very firm views on the style, colour and material for that garment. In this situation, your ability to explore a range in any one area would be severely limited, and so this would reduce your chances of success through the set guidelines for this task. If the client was a winemaker and offered you the opportunity to design branding (label, logo, packaging) for a new release, you could fulfil all the requirements if you were given a brief that was broad and enabled you to be a student and not a professional. By this, it is meant that if you have the opportunity to work with a client who will provide constructive criticism throughout the process of your development, and one who has a preferred audience, then you should grab that opportunity with both hands. It is true to say that this is not the case with most students and, as such, the majority will design a fictitious brief in consultation with their teacher.