User-centred Graphic Design is an approach to designing creative projects that focus on delivering information relevant to the end user that views the design. In its essence, it puts the needs and perceptions of the end user at the centre of the creative process.
Whilst this concept may seem apparent and be common sense, it is an often over-looked or under-valued component of the creative process. And the reasons why are usually the same regardless of the type of project – such as a website or a corporate brand.
Taking a user-centred approach to design requires the understanding of the customers needs. When a creative design agency is engaged to create visuals to a brief, the customer (of the agency) is the client. As such, many creative agencies may focus primarily on satisfying the needs of their clients – and fair enough too. At the end of the day, the client is the business that will pay the invoice to the agency. However, the designs that are being created are in fact NOT for the client – they are for the client’s customers. As such, the creative process needs to meet the needs of this target audience AS WELL AS the needs of the client commissioning the work.
For example, ABC Business engages a creative agency to provide them with a series of brochures. They detail to the agency what they want to see in these brochures and provide a rough idea of the look they would like. The agency delivers these options with other variations, and between the agency and ABC Business, the brochures are completed and printed. What this process failed to uncover was whether ABC Business had a complete understanding of the needs of the customers of their business. If this understanding was inaccurate or lacking in any way, then there is a greater risk that the finished product does not communicate as effectively with the customer.
The above example uses brochures, but the essence here is to ensure that the understanding of the customer is as comprehensive as possible. This does not need to be a complex or involved process to find out. It is a simple matter of periodically surveying or questioning your customers (if you are a business such as ABC Business) to stay up-to-date with their needs. This should be done as a matter of good business practice anyway, or else how would a business know if it is delivering a product or service that is relevant to its customer?
If you are a creative agency, it is your responsibility to educate your client in this way and to be the voice of your clients’ customers. You are being engaged to provide graphic design services to match a brief, and good practice would dictate that you factor in the needs of the end customer. This ensures you are delivering the best possible service for your client.
The above approach to creative development applies even more to web site design. Understanding how a business’ customers would use a website and navigate through the site content is imperative to ensuring the site structure delivers an effective and user-friendly design. The other issues that also come from this is for the content that is presented to be relevant to the needs of the customer. So, it is not just an issue of how it looks, but what is read.
As a business you have a few options here. You can choose to survey your customer to ascertain their needs BEFORE you prepare a creative brief for an agency. This information can then be compiled and delivered to the agency you select to produce the work for you. You can choose to have the agency assist with surveying your customers, with a tight focus on the project at hand – so the results are directly related to what is being worked on. You can also engage a 3rd party (consultant) to assist with the research, and this business can work in with you and the creative agency on the project.
Depending on your budget, this may influence what option you decide to go with. It is important to understand here that by investing time and money in this stage, regardless of what you can invest, it will only help the creative process and goes to ensuring the end product is as successful as possible.
