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"We can't solve problems by using the same kind of thinking we used when we created them." Albert Einstein, theoretical physicist

For the purpose of easier understanding of the evolution

of a design project we present a short visual interpretation

of visual communication design process

“ Designing a visual message

is a more complex process than it appears

on the surface. The reason for this lies

in the fact that the process is obscured

to the public (with the exception of the client) and only its results are plainly visible.” Jure Kožuh — Creative director

Anže Veršnik — Graphic designer

Visual message development

The development of a visual message is a circular sequence process with the goal of visual articulation of content. The process of developing a visual message is based on a circular sequence of phases (1—4) which enables constant quality control up to the point at which the message is ready for realisation (5). This ensures high quality as all possible errors are eliminated before the final realisation.


Brief explains the project's contents, its goals and needs, and couples them with a financial plan of execution. Brief is a text with which the client communicates information about the project.

It provides description of the content, the goals and the needs. It does not define the type

of articulation — the way in which verbal is translated to visual. It couples the project's

definition with a financial plan for technical execution, the limits of which largely influence the form of the visual message.


Research presents an objective summary of the project's information resources, following the guidelines given in the brief. In accordance with the guidelines given in the brief, research is focused on the project's

information resources. It is based on understanding how the project's field functions and what

its characteristics are. Two important parts are a reference to examples of good communication

practice and the description of the of common features. The goal is an objective summary of the facts and common features of communication practices.


Concept is an idea for visual articulation which is based on merging the relevant brief content and objective research summary. Concept is an idea for communicating the content. It is based on merging the brief's guidelines

and the results of the research. The outcome is a definition of the idea of communication. This is a creative phase since it merges objective facts with the creative thinking which transforms

them into a communication approach. In majority of the cases the concept is presented in the form of a sketch, but it can also be verbal.


Reflection is a message quality control phase based on the brief's content and the objective research summary. Reflection is a phase in which the attention is diverted to the basic definition of the project

which is then compared to the concept of communication. Its purpose is to verify the quality of the articulation (translation) of the message from verbal to visual and its clarity. In the case of discrepancies it points out the mistakes and enables their correction.


Realisation is a concept-suitable visual articulation and technical execution of the content phase. Realisation is the transfer of concept to the final sophisticated visual message.

It comprises the exact definition of the form and its adaptation to the media of execution.

The secondary task is to define and control the technical execution in traditional or new age

media, i.e. to control the print or the transfer of digital content to a working form (e.g. website).

 Grafikarna d.o.o.  Ĺ iĹĄenska ďœ¸ďœ°

ďœąďœąďœąďœ¸ Ljubljana Slovenia, EU

 +ďœłďœ¸ďœś (ďœ°)ďœ´ďœ° ďœ˛ďœľďœą ďœ¸ďœ˛ďœś

Grafikarna is a graphic design studio focused on producing innovative and effective visual communications.

It consists of a small, but professional team

of experts, with experience in different areas

Fields of work:

— Visual identity design, — information design, — type design, — web design.

of the graphic design profession.

You are welcome to take a look at our

Content: Jure KoĹžuh,

Typeface used in the publication:

design: Jure KoĹžuh, AnĹže VerĹĄnik, proofreading: Jure Ĺ kerl.

work at

Stat Regular, Stat Pikto (Jure KoĹžuh) Ljubljana, SlovenÄła, EU, August ďœ˛ďœ°ďœąďœą

Visual Messeage Development  

For the purpose of easier understanding of the evolution of a design project we present a short visual interpretation of visual communicatio...

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