The design process

It can be argued that trying to meet these aims is a process demanding logic; an intellectual, rational review of the matter, but it is by no means clear that this is how all, or any designers work in practice. Much has been written about brainstorming, mind mapping and even daydreaming as ways in which unexpected, apparently illogical design solutions appear. However, in many cases, the design development process involves the following actions.

Analysis

Analysis means splitting up the ‘whole’ into its constituent parts. In the example of the shop front described earlier, it is useful to find out what the essential design criteria is for the major elements of function, appearance, cost, image and so on, which can each be analysed in more detail to determine what they mean, or could mean in relation to creating the shop front.

Synthesis

Synthesis is the re-assembly of the parts into a meaningful ‘whole’. The information gained through analysis can be used to suggest a possible design for the shop front.

Appraisal

The proposal for the shop front can be checked to see if it matches the analysis, critically assessed by interested parties such as the client, the Planning Authority and other members of the design team.

Feedback

Critical comments received following appraisal in the form of further information, advice, recommendations, approvals or instructions will either confirm that the proposal is acceptable, or that some elements must be analysed again in more detail. Further examination of the elements leads to a new synthesis, a new design proposal which can be re-appraised and tested once more, leading to more precise feedback so that the design improves, becomes better, more practicable, economical or attractive until at some point it is accepted as being the right solution, or the best solution to proceed with under the prevailing circumstances.

For all but the simplest of design tasks, the process will not be in the progressive linear form of start, analysis, synthesis, appraisal, feedback, finish, completing each stage before moving on to the next one. It cannot even be categorically stated which comes first, as ideas and decisions are influenced by each action and there is constant need to go back and test solutions against requirements. For example, preliminary analysis may lead to a practicable solution for the shop front design, which can be presented to the Planning Officer for appraisal. Alternatively, it may be more sensible to obtain the Planning Officer’s feedback first so that requirements can be taken into account straight away, and time and effort is not wasted producing a solution which subsequently proves to be unacceptable.