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Design Process

"A design process is both relational and situational, and designers tailor their approach in response to the problem at hand. However, there are modes of thinking and phases of development common to the practice of design, and these have been captured in various design process models devised by academics, companies and professional organisations.

The Double Diamond model, developed by the Design Council (UK) is a widely adopted visual interpretation of a design process in which the connections between expansive thinking and focused action are described.

Students of VCE Visual Communication Design apply an iterative design process based on the Double Diamond model, passing through and revisiting the four distinct phases of:

  • Discover,

  • Define,

  • Develop

  • and Deliver.

In the context of this study, this process is referred to as the VCD design process."

(Source: VCD Study design, p13-14 https://www.vcaa.vic.edu.au/Documents/vce/visualcomm/2024VisualCommunicationDesignSD.docx)

vcd dd.png

VCD design process adapted from Design Council (UK) Double Diamond model

Discover

Students begin a design project by gathering insights into the problem at hand, using research methods that are often human-centred to understand the needs and experiences of stakeholders. Students employ divergent thinking as they search widely for new information, suspending judgment and keeping the mind open to new perspectives and possibilities. 

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Define

Students use convergent thinking strategies to synthesise and make sense of research data. They review, categorise and summarise new information in order to clarify or reframe the problem at hand. Using these insights, students develop a brief in which they identify a client and their communication need/s, and detail the purpose, context, audience or users as well as a list of constraints. These design criteria are used to evaluate the success of design ideas. 

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Develop

The Develop phase invites students to think divergently once again, seeking and analysing inspiration from a wide range of sources, and generating imaginative ideas aligned with the communication need. They brainstorm with both words and images, and use rapid drawing and making methods to create, recreate, and explore the potential of design ideas. Students experiment with the design elements and principles, while using a range of methods, media and materials in expressive ways. Annotations are used to describe design decisions and evaluate ideas in light of the brief.

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Deliver

Students return to convergent thinking when reflecting critically on their design ideas. They use design criteria determined in the brief, together with feedback, to select and refine those with the most potential, creating design concepts for further testing, iteration and evaluation. Students combine methods, media and materials with selected design elements and principles in order to resolve final features and details. Students choose appropriate formats to communicate and present finished design solutions for client approval and the processes of production or implementation for client approval.

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(Source: VCD Study design, p14-15  https://www.vcaa.vic.edu.au/Documents/vce/visualcomm/2024VisualCommunicationDesignSD.docx)

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