When you imagine the work of a graphic designer, what comes to mind first? If you think graphic designers are all about experimenting with bold color schemes and choosing just the right font, that’s only a small part of the equation. In reality, the majority of the work that graphic designers do boils down to planning, creative problem-solving and ideation.
As you pursue your education in the graphic design field, one of the most important concepts you’ll learn about is the design thinking process — which defines how graphic designers must keep the end user at the center of every decision they make.
What Is Design Thinking?
Before diving further into the design thinking process steps and benefits of design thinking, it’s essential to understand what exactly it entails.
Definition and Origins of Design Thinking
In simplest terms, design thinking refers to a human-centered design approach that puts the needs of the end user at the forefront of all choices made. In addition to being human-centered, the design thinking process guides designers to take other critical factors into consideration — such as technological opportunities/limitations and unique business needs.
It is believed that design thinking in its current form was first introduced sometime in the 1950s or 1960s. Although the concept was first applied to the field of architecture, its tenets have been translated to graphic design and other niches in the fine arts since.
Likewise, it is worth noting that design thinking is not a linear process; instead, it can be helpful for graphic designers (and aspiring designers) to think of it as a cyclical process with the occasional need to jump and skip around between stages as the needs of the project dictate.
Key Principles of Design Thinking
There are several core principles of design thinking, particularly as it relates to the world of graphic design, which include:
- User-centricity – The end user’s needs are always the priority.
- Experimentation and innovation – New ideas and prototypes are to be tested in real-world scenarios whenever possible.
- Communication – Design teams are encouraged to share ideas openly and find value in every person’s contributions.
- Collaboration – Designers and professionals in non-design roles should be consulted and their perspectives valued.
The Five Stages of Design Thinking in Graphic Design
Though not a linear process, there are five key design thinking stages that designers and their teams should cover in any project. While these stages may not be completed in the exact same sequence every time (and may even need to be revisited along the way), every project should cover this iterative design process.
Empathize – Understanding User Needs
Perhaps most importantly, design thinking requires graphic designers to gain a true understanding of their users’ unique needs. In having a better idea of what the end user’s perspective looks like and what kinds of problems they tend to run into, it is possible to maintain empathy in design thinking. From there, designers can understand the true needs of the user, which can make it easier for them to create products that customers will find genuinely useful.
Define – Identifying the Core Problem
Another key step in design thinking and creativity is that of defining the problem that needs to be solved. This is a critical stage of the process because being able to successfully pinpoint the users’ problem will inform every step moving forward with the project. Oftentimes, this can be complicated because the real “problem” that needs to be solved isn’t always something that’s tangible or clear to anybody but the end user. This, again, is why getting to know your audience and their needs is crucial when it comes to graphic design problem-solving.
Ideate – Brainstorming Creative Solutions
As part of the design thinking process, ideation is another integral stage that empowers graphic designers and other members of the design team to work together in generating new and innovative ideas that will solve the problem. Through this creative problem-solving and brainstorming, designers can entertain a wide range of unique ideas and solutions.
As part of the brainstorming process, designers and their teams may rely on such strategies as mind mapping, asking questions, and even bodystorming.
Prototype – Bringing Ideas to Life
After collaborative design thinking and narrowing down ideas to the best one, it’s time to start prototyping. This part of the design thinking process involves creating an actual representation of the finished product that can be released into the world for testing and experimenting. By prototyping designs before they’re finalized, designers can pinpoint and resolve problems early on, which can optimize efficiency. Depending on the type and scope of the project, prototypes may include anything from wireframes to paper prototypes.
Test – Refining and Iterating Based on Feedback
During the testing stage of design thinking, designers and other team members gather real feedback from users who had access to the prototype version of the end design. From there, they can make changes to the final design while uncovering any additional problems or challenges. More specifically, designs may rely on methods like A/B testing, surveys, and even user interviews to complete this step before releasing the finished product into the real world.
Benefits of Applying Design Thinking in Graphic Design
While design thinking can be applied in numerous fields and industries, graphic designers can enjoy several specific benefits from following this process.
Enhancing Creativity and Innovation
For starters, design thinking can foster a greater sense of innovation and creativity among individuals and teams alike. This is especially true when ideas are shared freely and diverse viewpoints are taken into consideration as part of the project. Innovation in design thinking, in turn, can lead to novel ideas and concepts that could revolutionize the field.
Improving User Experience and Engagement
When designers know that their contributions, perspectives, and ideas will be valued as part of a larger project, this can help them feel more engaged in their work as well. Likewise, when the design thinking process is followed, this can lead to better-finished products that truly improve the end user’s experience.
Streamlining the Design Process
Following the design thinking process can also eliminate costly and time-consuming waste. This is because design thinking is meant to streamline the process of creating new products by optimizing efficiency and productivity among design teams.
Practical Tips for Graphic Designers Using Design Thinking
Over time and with practice, design thinking will come more naturally to you as a graphic designer. As you’re starting off in the field, however, there are some tips to help apply this way of thinking in your own work.
Researching and Understanding the Audience
First and foremost, understand the importance of thorough audience research when taking on any new project. Before you can start solving problems and thinking about the technical details of your design, you’ll need to gather all the information possible about your end user to understand their pain points, motivations, and needs.
Brainstorming and Ideating With a Team
Additionally, graphic designers should get used to experimenting with different brainstorming and ideation techniques, especially as part of a team. A few specific techniques to consider that can generate new ideas include:
- Mind mapping
- Rapid ideation
- Brain netting
- Hybrid brainstorming
Using Prototyping Tools and Techniques
Aspiring designers should also familiarize themselves with the tools and techniques that graphic designers are already using to prototype their work, such as:
- Figma
- Adobe XD
- Marvel
- Proto.io
By getting used to working with these tools, designers can be prepared to use them to their advantage in their own projects.
Overcoming Challenges in Design Thinking for Graphic Designers
When executed properly, design thinking can be beneficial to designers and their end users alike. However, design teams may need to overcome some common obstacles when it comes to using design thinking in their own work.
Balancing Client Expectations With User Needs
Sometimes, there’s a gap between what the client expects from the final deliverables and what the end user actually needs. When this occurs, communication is key to explaining discrepancies and getting clients on board with the completed project.
Adapting to Feedback and Iteration
Designers following the design thinking process must also be prepared to adapt and be flexible in their work, as the process itself is rarely linear. It is common for designers to need to revisit previous stages of the process in order to make changes based on feedback and new ideas, so a little versatility can go a long way here.
Improve Your Design Thinking in a Degree Program
For graphic designers of all levels of experience and skill, having a solid foundation in design thinking is critical to keeping clients happy and, ultimately, succeeding in this competitive and dynamic field. Ready to learn more about how to use design thinking in your own work? It may be time to pursue a formal degree in graphic design from Rocky Mountain College of Art and Design (RMCAD). Specifically, our Bachelor of Fine Arts in Graphic Design program is designed to help aspiring graphic designers become true design thinkers and innovators in the field. With coursework covering everything from visual problem-solving and sustainable design practices to brainstorming in design, this program prepares graduates for the realities of this work.
Contact us to learn more about our online or on-campus graphic design degree today, or get the ball rolling by filling out your application for admission.
