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dc.contributor.advisorRöeschmann, Claudia
dc.contributor.authorLawrence, Grayson Blake ( )
dc.identifier.citationLawrence, G. B. (2010). Graphical client assessment for communication designers serving small businesses: An application of photo elicitation theory (Unpublished thesis). Texas State University-San Marcos, San Marcos, Texas.

Relationships between Communication Designers (CD) and clients have always suffered from a lack of mutual language in which both parties could effectively communicate. Traditional verbal interviews, used by CDs to determine brand identity requirements of a client, often result in miscommunication and tension because of a perceived lack of understanding, thereby negatively affecting outcomes.

This research describes the construction of a simple, graphically based test, designed to improve the CD/client relationship by replacing graphic design terminology with images. The use of imagery to determine a client’s acceptance of shape, color, content, typography, hierarchy, and social archetypes, allows for a more productive dialogue between CD and client, by encouraging increased client involvement in the design process. This dialogue, devoid of terminological misunderstandings, results in a more acceptable brand identity outcome, directly influenced by client input.

The Graphical Client Assessment (GCA) test was administered to a small business client and the resulting data was used to develop a brand identity. Outcomes were presented to the client to determine the level of acceptance of the proposed identity. The CD, using data collected by the GCA, was successful in creating a brand identity the client would accept with no further design ideation necessary.

dc.format.extent98 pages
dc.format.medium1 file (.pdf)
dc.subjectGraphic design
dc.subjectCustomer relations
dc.subjectIdeation strategy
dc.subjectGraphic design strategy
dc.subjectAlternative interview method
dc.subjectBrand identity
dc.subjectBrand identity strategy
dc.subjectBranding element
dc.subject.lcshGraphic artsen_US
dc.subject.lcshVisual communication--Researchen_US
dc.subject.lcshSmall business marketingen_US
dc.subject.lcshMarketing--Graphic methodsen_US
dc.titleGraphical Client Assessment for Communication Designers Serving Small Businesses: An Application of Photo Elicitation Theory
dc.contributor.committeeMemberDavis, Jeffrey G.
dc.contributor.committeeMemberBothe, Albert G. and Design Design State University-San Marcos of Fine Arts
txstate.departmentArt and Design


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