AN ALTERNATIVE METHOD OF COMMUNICATION BETWEEN CLIENT AND DESIGNER AT THE "FUZZY FRONT END" OF THE DESIGN PROCESS

Communication plays a key role in identifying underlying business values to be interpreted through design, particularly when the client is new to the design process. This paper describes an alternative approach to establishing an understanding of business values communicated between small business client and graphic designer during the information gathering stage in the design process commonly referred to as: “the fuzzy front end” (Press and Cooper, 2003).

The graphic designer’s role during this information gathering process involves a multi disciplinary approach incorporating communication, management and marketing influences (Van Riel, 1982; Johnson and Scholes, 1993). Semiotics plays an important part in interpretation of values through visual communication (Saussure, 2000; Barthes, 1993;  Bernstein, 1991; Floch, 2000; Kapferer, 2001; Rose, 2003). These areas of expertise can remain untapped in small business practice (Walker 1998). Borja de Mozota (2006) discusses the value of design knowledge in management science as a paradigm shift within the design profession.

In carrying out a design solution, the graphic designer requires firstly to understand the values of the business and then to represent those values through design. However, the small business client is disadvantaged when communicating values within a design context for two reasons: firstly, the small business is not experienced in the design process; and secondly, they may not have fully evolved an explicit understanding of their business values.

The paper describes research carried out through multiple case studies, reporting data analysis results. To conclude, a discussion regarding implications of the alternative approach presented is considered in relation to both the graphic designer and small business client.