ELMER ONE

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Step away from the computer and the fonts and work out your concepts in analog form i.e. paper and pencil/pen. Nail down 5 solid concepts and then refine those off-line until you have them completely figured out and then and only then move into the digital realm.

Your work as is on this says absolutely nothing. It's void of concept it lacks a unique flare and it's empty of any intrinsic meaning. Stop looking for a design on your computer and think of one using a systematic method of brainstorming, key-wording, doodles etc. If you don't do this the end product will be nothing but marginal at best.

I know this critique runs the risk of offending you but if I were art directing you on this I would say the same thing in person.

Here is what I'll be going over with my design students this year. I do this essentially with every project and depending on the project dictates the degree to which I carry out each step. Jumping on a computer to find a design solution is essentially skipping the conceptual end or at best retarding it.

Creative Process
Pre computer Steps
A. Communication - Learning to discuss, request information and gather key content from your client and quoting your work
B. Research - Doing pre-project preparation such as collecting scrap material, gathering specs etc.
C. Concept - Thumbnail sketches, writing keywords and putting your thoughts on paper. Brain Dump.
D. Refinement - Refining your work, the 'Fresh Eyes' effect. Picking your strongest ideas.

Now you can touch the computer to design
E. Comps - Fleshing out your best concepts into an acceptable presentation for approval
F. Execution - Upon approval of comp, refining your artwork and building it digitally
G. Delivery - Handing over appropriate final art in accordance with specs provided by your client/vendor.
H. Closure - Follow up on deliverables and procedures for invoicing

If you want to do projects that end up having unlimited revisions and blown budgets and marginal design solutions then keep doing what your doing because your on the right track. What I list above may be cumbersome to get implemented into your work flow but the more you do it the more it'll become second nature and you'll see an improvement in your end product and happy customers who will then trust you more and art direct you less.

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