Conceptual design: What it is and how to build it

Conceptual design is a crucial stage in the graphic and web design process that involves creating a strategic blueprint to transform an initial idea into a visual product. This stage is akin to concept art in film and video game preproduction, serving as a guide for the creative team. The process begins by defining the project's purpose through a problem statement, which outlines the issue the design intends to address. Understanding the client, brand, and target audience is essential for creating designs that resonate with customers and stand out in the market. For example, a toy company may seek a website design that promotes its products while adhering to a branding policy of nonviolence, necessitating a thoughtful approach to appeal to the intended audience's values and preferences. The conceptual designer's role is to creatively interpret the client's ideas into a design that aligns with the client's mission and audience expectations.