Recently, some newly-fed students came to ask me how to become a qualified designer. I think it is difficult to convey in a few words. So I prepared a long article based on my accumulated experience and understanding of the industry. Describe what capabilities are needed as a visual designer.
1. Understand business needs, product positioning and interaction logic
2. Rationally establish design style and preliminary review
3. Combine the requirements in the design process and rationally optimize the design
4. Maintain effective communication, output and follow up design implementation
First of all, we need to know what the role and purpose of visual design in the whole product is, whether it is to provide users with comfortable and beautiful visual enjoyment, or for users to use the product more smoothly, including but not only, visual design should also Communicate brand differentiation, allowing users to clearly identify, remember, and love the product, and ultimately contribute to business goals. Therefore, visual design can not only flow to the surface form, should fully understand the characteristics of business needs and user groups, and make designs that meet the needs of the business and brand tonality.
1. Understand business needs, product positioning and interaction logicI once had a colleague telling me that he had made a mistake. After getting the demand or the prototype, perhaps it was forced by time and lack of experience. He was eager to start designing immediately. The final product was really high and won praise from many colleagues. However, the product manager and the boss have put forward guiding opinions. This website is for internal use. It should be based on convenient and quick access to the target, rather than making a multi-screen scrolling page. Although the boss does not understand the design, but he understands the business, it can be seen that the design should not be a sleek technique, nor should it be a refinement of the product. It should be based on the business needs to make a comprehensive consideration of various aspects.
After getting the demand, I have a general idea. What is the product used for, what is the user group, the business logic and the usage scene? When I think about it, if I still feel strange, what should I do? Do it, of course, it is to find interactive design communication, and some companies do not have interactive design positions, this time you can find the product manager, he will certainly take the trouble to explain for you.
Understand the positioning of products, mainly to clarify the type of products (such as internal or external, to B or to C products), target groups, core functions, and the main characteristics of the user group, such as age, gender, preferences, use time And operating scenarios, etc. You can even participate in the research and analysis of the product in advance, and understand and conceive the visual communication and brand positioning of the product in advance.
How to clarify the interaction logic, after getting the prototype, you can form a general concept according to the steps and page branches. For example, the product is divided into several major modules, what are the contents of several major homepages, and even the framework diagram can be used to clarify the ideas. Communicate with the person in charge if you are unclear. In general, interactive logic should mainly understand the following points:
(1) layout method
(2) Organize the framework logic and process
(3) page bearing relationship
(4) various states of the control
(5) Information presentation under different conditions
2. Rationally establish design style and preliminary reviewOnce you have cleared it, you can start to establish your design style. Design is not the same as art, products are not a platform to express themselves, design should be to solve specific problems and theoretical proof. Therefore, it should not be arrogant, or stick to creativity, beauty and form. Then paying too much attention to the analysis will also lead to no new results, too much purpose, and can't exceed the user's psychological expectations. Therefore, we should do some creative extension work within the scope of delineation. Most designers start with learning others. If they have not reached a certain height, they can study the commonality and design features of the same industry, and then rationally from the perspective of commonality + personality, combined with the positioning of the previous understanding. Analyze to think about the design style of your product.
From grasping the popular design style to make product positioning, it is more in line with the brand tonal design style (of course, if the product is not in the initial 0 planning stage, and there is already a set of design specifications to be followed, then it is clear that what needs to be followed is In what way, how much compliance specifications, such as the use of controls, or the style of icons, etc., will affect the outcome of the final design. If there are limitations, you can still divergent thinking within a certain range, creating details. Out of the design that exceeds the user's expectations. On how to enhance the brand tonality of products through visual design, this will be analyzed through other articles. Here are some of the experiences and methods in the promotion of work.
After establishing the style, participate in the preliminary style review. The role of the review is to increase the rationality and efficiency of the visual output. The style of the design can be determined during the review process. The latter design is planned as planned and continues along this style.
3. Combine the requirements in the design process and rationally optimize the designWhen designing specifically, when you encounter an unclear description or consider more ideas than flowcharts, you can communicate with each other to speed up the process. For example: when doing the APP announcement pop-up window, there may be a long announcement according to the business model, and there may be two announcements, and the process does not take such comprehensiveness. At this time, it can communicate with the interaction and extend. A more refined experience and a more logical visual design. For example, how many words are displayed on the screen, whether the text exceeds the button to display the next page, or the remaining part is displayed by scrolling. The second bulletin is usually displayed after the first one, then if the length of the two bulletins If the inconsistency is handled, visually, there should be no pop-up windows that are short and long, and the display is unprofessional and non-standard. At this time, a better method is to choose a highly centered pop-up window design and remind the product to do the number of announcements. limit.
Therefore, as a visual designer, more understanding of the product experience, familiar with the nature of the business, can enhance the design of the product, usually in addition to doing a good visual design improvement, you can read some books related to user experience and interaction design, such as "user experience." Methodology, there are many points worth considering in product design, such as the Lemers, the basic element of the unexpected user experience mentioned in the book, that is, “easy to learn, efficient, easy to remember, correct, and satisfiedâ€.
Design is not a matter of self-improvement, you can use the design to be tall, and you must learn to explain your design and get everyone's approval. This requires thinking about the experience of participation in the design process, so that any details can be understood and recognized by yourself, otherwise it will not be able to complete the interpretation of the design of the later evaluation.
When recruiting people, I found that some designers are very tall and meet the needs of the products, but ask him why this design is difficult to explain. Later, he learned that he copied the prototype during the design process. Adding thoughts is only responsible for the beautification work. Of course, if you are working with a product with mature experience, there will be no big problems and you can advance the workflow. However, in the long run, he will not have a sense of participation and identity. Over time, he will The psychology of slacking off work is not conducive to his professional development. After all, it is not enough to just beautify the visual work. Even if there is enough creativity, it should serve the products and business needs.
4. Maintain effective communication, output and follow up design implementationDuring the design process, it is very likely that there will be adjustments in product requirements. Effective communication should be maintained and design changes should be prepared at all times. Then, after the design is completed, things are not finished yet, and the output process is especially important. The output design should output the key modules according to the priority, and the modules should be output in an orderly manner; the output content is uniformly standardized and named, which is convenient for development and use, and forms a qualified deliverable. At the same time, the design process should be standardized, which is directly related to the smooth output of the later stage. Layer stratification and folder categorization should also be based on page logic, so that other designers can use it clearly and reduce the running-in process. The design should also periodically review the development design implementation, list the problems and follow up on the changes.
to sum upVisual designers can usually do some painting exercises, browse through excellent designs, maintain basic aesthetics, improve user experience, and analyze the motivation behind different product designs. After all, visual design is not just about looking at products.
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