Bachelor’s Thesis

Graphic Design Management

    Graphic Design Management

    This paper focuses on my personal interest in the topic ‘design management‘, typically industrial design philosophy and innovatively applies it to the realm of graphic design. The headline of this paper ‘Graphic Design Management’ is a new term invented by myself to express the graphic design reference in the topic of design management. Broadly speaking design management is the business side of design and covers all the necessary topics to do business with design. Applied design management converts designers into business people and compensates the absence of business courses in most design degrees. Design management is the organizing process to create a working environment for a design ow in a company. This paper bundles up the most important processes of design management during the whole process of a graphic design project. The main focus of design management is to plan and structure design work, which is hard to press into a box. Although design management is most common for industrial designers, graphic designers and other design fields slowly grasp how beneficial it really is. In most graphic design degrees it is often too late when the curriculum gives you the possibility to familiarize yourself with design management or it is just never covered properly. With the help of design management, the interplay of design, management, and creativity, you are able to lead design projects and teams successfully, guarantee a fair payment for your design team, a working project flow and satisfied customers. Designers try to come up with innovative, creative and special solutions but some ideas just simply fail because of poor design management. Bad project management can lead to a delay throughout the whole set deadlines in the time management, which can cost the trust of an important customer of a design agency, and an important income. Failed budgeting can mean the financial ruin of the design agency; hiring inexperienced freelancers can kill your agency’s internal communication. A creative team which is always on time, tops the expectations of their customers, is polite and respectful, has a good communication strategy, stays in the budget, appears in the eye of the beholder (the customer) more professional and is more likely to get hired again.

    The possibility of getting recognized as a non-chaotic design agency which is professional, good to work with and goes for quality in their design is very likely. This is a way to earn your respect in the creative field. This can be the start of a wonderful business relationship where both, designers and customers, benefit. The harmonic interaction of the two key factors, design and management, ensures the contentment of everyone involved in the design project: The design team, the design leader and of course the customer. So how should you press creative minds into a rigid working habit? According to Terry Lee Stone, good design management encourages creative people to be even more creative (Stone, 2011, p. 14). Design management creates a nice framework and eliminates all of the roadblocks on the designer‘s way. Most important is the knowledge about and the constant application of the different design management tools. The cooperation, interaction and communication between designers and customers is very important when it comes to successful conceptualization. The right planning and applying of human resources and design tools at the deadlines makes sure that the design team can warrant punctuality, structure and an overview of the whole design process. According to the Design Management Institute (2015), which is located in Boston, Massachusetts, USA there are several professionals who work with design management in their field, such as, brand managers, creative directors, design directors, head of design, design strategists, design researchers, managers and staff which decide the design the organization uses. Graduates of the Design Management Institute work successfully in different areas like graphic design, industrial design, brand identity, interface design, architecture, engineering, fashion design, interior design in corporations, design agencies, universities, and the government. Although there are several professions, which address design management, this paper focuses on design management for graphic designers.

    Description

    Graphic Design Management

    This paper focuses on my personal interest in the topic ‘design management‘, typically industrial design philosophy and innovatively applies it to the realm of graphic design. The headline of this paper ‘Graphic Design Management’ is a new term invented by myself to express the graphic design reference in the topic of design management. Broadly speaking design management is the business side of design and covers all the necessary topics to do business with design. Applied design management converts designers into business people and compensates the absence of business courses in most design degrees. Design management is the organizing process to create a working environment for a design ow in a company. This paper bundles up the most important processes of design management during the whole process of a graphic design project. The main focus of design management is to plan and structure design work, which is hard to press into a box. Although design management is most common for industrial designers, graphic designers and other design fields slowly grasp how beneficial it really is. In most graphic design degrees it is often too late when the curriculum gives you the possibility to familiarize yourself with design management or it is just never covered properly. With the help of design management, the interplay of design, management, and creativity, you are able to lead design projects and teams successfully, guarantee a fair payment for your design team, a working project flow and satisfied customers. Designers try to come up with innovative, creative and special solutions but some ideas just simply fail because of poor design management. Bad project management can lead to a delay throughout the whole set deadlines in the time management, which can cost the trust of an important customer of a design agency, and an important income. Failed budgeting can mean the financial ruin of the design agency; hiring inexperienced freelancers can kill your agency’s internal communication. A creative team which is always on time, tops the expectations of their customers, is polite and respectful, has a good communication strategy, stays in the budget, appears in the eye of the beholder (the customer) more professional and is more likely to get hired again.

    What's next?

    The possibility of getting recognized as a non-chaotic design agency which is professional, good to work with and goes for quality in their design is very likely. This is a way to earn your respect in the creative field. This can be the start of a wonderful business relationship where both, designers and customers, benefit. The harmonic interaction of the two key factors, design and management, ensures the contentment of everyone involved in the design project: The design team, the design leader and of course the customer. So how should you press creative minds into a rigid working habit? According to Terry Lee Stone, good design management encourages creative people to be even more creative (Stone, 2011, p. 14). Design management creates a nice framework and eliminates all of the roadblocks on the designer‘s way. Most important is the knowledge about and the constant application of the different design management tools. The cooperation, interaction and communication between designers and customers is very important when it comes to successful conceptualization. The right planning and applying of human resources and design tools at the deadlines makes sure that the design team can warrant punctuality, structure and an overview of the whole design process. According to the Design Management Institute (2015), which is located in Boston, Massachusetts, USA there are several professionals who work with design management in their field, such as, brand managers, creative directors, design directors, head of design, design strategists, design researchers, managers and staff which decide the design the organization uses. Graduates of the Design Management Institute work successfully in different areas like graphic design, industrial design, brand identity, interface design, architecture, engineering, fashion design, interior design in corporations, design agencies, universities, and the government. Although there are several professions, which address design management, this paper focuses on design management for graphic designers.

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    Skills

    Design Management
    100%
    Design Leadership
    95%
    Corporate Identity & Design
    85%
    Marketing
    85%

    Responsive Webshop:
    Additionally to the business model, corporate design & identity, social media marketing and marketing, we developed a responsive webshop for Dinkelmonsta. In June 2015 “Dinkelmonsta” was exhibited at the “Creativity Rules Hallein” in Salzburg.

    Project behind the thesis:
    Dinkelmonstas are organic grain pillows which are hand-crafted in the Southern Alps of Austria by a Carinthian tailor. The tailor’s idea was to revive the tradition of using grain pillows for the heat and cold therapy in a modern style to make it more attractive for the younger audience. We were a design team of three students of the University of Applied Sciences in Salzburg studying MultiMediaArt and we designed a holistic corporate identity, a dynamic corporate design, different illustrated editions for the grain pillows, a social media platform, a website… etc. The logo type “Dinkelmonsta” is a constant and a changing illustration is the dynamic part of the logo.

    Project Details

    DATE: 2015
    CLIENT: Salzburg University of Applied Sciences, Dinkelmonsta
    TEAM (PROJECT-RELATED): [Jacqueline Kircher], Eva B., Lisa M.
    MY ROLE: Author, Design Lead
    SKILLS: Graphic Design Management, Corporate Design, Corporate Identity, Design Leadership

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