¶ … Professional Design Practice

In the Chapter, Paul J. Nini emphasizes the importance of various research processes in graphic design work. He compares this research process with the practical example of an axe being sharpened for cutting a tree. The woodcutter would ensure that the tools of his trade are in optimal condition in order to perform his work in the most adequate manner. To do the same for graphic design, Nini suggests three different research paradigms that can be applied to the graphic design process to different degrees. These include survey research, behavioral research, and participatory research. All these focal points of research include the audience, who is the ultimate recipient of the graphic design product. Specifically, research is what connects the self-expression of the designer with the requirements and expectations of the audience. This interaction between professional and recipient is what determines the ultimate success of the project, as Nini demonstrates by using examples of specific designs and audiences.

2. I fully agree with Nini's conclusion, that the research process is at least as important as the design process itself in providing the audience with a work that pleases user expectations. In order to achieve a connection with his or her audience, the designer cannot afford the relative luxury of work in isolation. While the creative process is important, it is also vital to embark upon this process based upon the results of audience-based research. The reason for this is that the audience for which specific design processes are provided will indicate the requirements regarding the design that is desired and expected. Specifically, the case of a cookbook for developmentally challenged individuals demonstrated this point particularly well for me. Focused research provided the designer with the information needed to create an effective product. Graphic design is not only about self-expression; it is also focused on the partnership between the artist and the audience. The artist needs to modify his or her vision to most effectively communicate with the audience.