Why Case Studies are important in Graphic Design
It’s no longer just about a pretty poster or clever logo, the design industry demands creative thinkers and strategists who not only can play with typography but they can work through problems and solve them. We are designers but we think big and dream big.
The Opportunity
A case study allows a designer to explain their process. And really, what is our work without the process? In the past, this has not been as transparent as it is now. If you browse studio and creative agency websites, you will notice they often select projects to reveal their process or strategy. This not only legitimizes projects, but really starts to value what a designer is capable of. Again, we are no long just photoshop monkeys but valuable assets to the team in terms of cutting edge ideas and future innovation.
The Framework/Outline
Here’s a helpful outline for a simple case study. Nothing revolutionary here, but it will help to focus on key items and points. Also realize, case studies will vary incredibly based on the project, execution and scope, so, just use this as a starting point.
Creating a case study is similar to telling a story about your project and we know how successful it is learning through storytelling.
Introduction/Beginning (300–400 words)
- Client background — history, demographic, services and products, etc.
- The Circumstance/Client Need — A few sentences on why a designer was needed?
- The Brief — Describe the main points of the project’s creative brief or purpose/focus.
Main Content/Middle (750–1000 words)
- Describe research strategies — What questions did you ask? Competitive analysis? Personas? What research methods were carried out? Include diagrams, sketches or flow charts as needed.
- “Bad/Failed” Idea 1 — Discuss it in detail why it was bad. Explain why you thought it would work, and why it ultimately didn’t. (Include pictures)
- “Bad/Failed” Idea 2 (yes, another one!). (Include pictures)
- How you recovered from these bad ideas and made improvements and moved onto something better.
- The Solution — Explain your final solution in great detail. The rationale should include design decisions and also strategy. Why did you choose the colours you did? Imagery (photographic vs. iconic)? Overall aesthetic vibe. (Include pictures)
- The Reasoning — Include a factoids about graphic design that explains why your final solution actually works.
Conclusion/Ending (300–400 words)
- Summarize and bring the client back in; why should they be satisfied with the results of the design solution?
- Recap the creative brief, and how it was solved, the strategy, and creative thinking.
- What was learned in the process and how was this a challenge?
- If possible, end with an inspiring quote from the client about how much they enjoyed working with you.
Tips and Key Points
- Write it similar to how you would explain this to a new client. Make the process valuable and explain it thoroughly.
- Include lots of photos: sketches, meetings, post its, flow diagrams, research, etc. Make the process visual.
- Include stats, facts, pull quotes, key ideas and pull outs that refocus the story or process.
- It’s okay to include failures — designers are human!
- End with a bang! Highlight all the great things about the final and successful solution.
Here is a great example of a case study. It is extremely detailed and also contains a document of research, personas and design considerations. Done by the great people at Bridgeable in Toronto, ON Canada:
