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The goal of a creative process in graphic design is to channel time, energy and creativity in a direction that is in line with a specific project’s needs. By its own nature, creativity can be hard to harness into a predictable and linear set of stages, but it is of enormous value to do so. A good creative process for a design greatly improves the opportunity for a successful outcome in a reasonable time frame. The creative process defines and controls costs, time, effort, direction, responsibility, expectations, conversation, collaboration, and goals. Without a creative process you are shooting at a target in the dark.
A creative process works best if responsibilities are clear from the beginning. My responsibility throughout a project is to ask the right questions, define the creative problem, and visualize a solution. The client’s responsibility is to provide the requested information and feedback in a clear, timely, and honest way.
