'Visual Research' Research
Visual Research: An introduction to research methodologies in graphic design
Ian Noble & Russell Bestley
Graphic Design has been described as a problem solving activity. A broader interpretation of the term 'problem solving' could characterise it as a process of analysis and synthesis. Analysis relates to the methods of investigation, enquiry and understanding central to the research of a project brief, concept or a particular context. Synthesis, meanwhile, is the means by which a designer is able to draw upon his or her initial analytical work and investigation to produce meaningful solutions or interventions. This ability is based upon the individual designer's intentions and their understanding of a complex range of interrelated issues affecting the creation of a successful graphic solution: audience, message or product, budget, materials, the means of production, the use of an appropriate visual language and the final form the outcome will take. (Page 20)
The first task for the designer is to identify what he or she is attempting to achieve with the project. Within commercial graphic design, this might be described in the brief as the intended message that is required to be communicated, or the target market which a commercial enterprise wishes to engage with. In this instance, the work undertaken is a form of applied research. Alternatively, in an academic context the aim might be broader; such as the proposal of a concept, or an idea for the student to visually investigate and respond to. In this case, the work undertaken is a form of pure research. (Page 49)
Where will the work be situated, and what function will it fulfil? ... The first task facing the designer is to research their field of study, to acquire knowledge of what already exists in the area, the visual language associated with the specific target audience etc. (Page 49)
How does the design relate to competing messages? (Page 52)
Once the designer has researched the field of study and become familiar with the broader intentions of the brief, a specific project focus is necessary in order to demarcate the exact intentions of the work to be undertaken. At this stage, the designer should be able to describe the message which is to be communicated to a specific audience, or within a specific context, and the aims and objectives of that communication - for instance, to persuade the receivers of the message to act in a certain way, or to clearly communicate a particular emotion or identify with a subcultural group. (Page 55-56)
By determining what does not work, as well as what potentially does, the designer is in a far better position to arrive at a more successful resolution. (Page 59)
The intention here is to develop systematic ways of working which lead progressively to a more successful outcome, based on experiments and visual testing, materials investigation and audience feedback, and the goal is to produce a piece of graphic design which is effective, useful or engaging. (Page 59)