Sometimes, time constraints are a big factor in design.
Usually, I will receive a project, do some research for inspiration, throw something together and mop over it for a while. In some case, it just works and I end up with a nice design. Other times, when inspiration is nowhere to be seen, I’ll scratch the idea, restart, try another concept, do some more research until eventually, I figure something out.
But none of that is possible when you have a very tight deadline. It’s happened to every designer. For one reason or another, the client needs the finished product for yesterday, and there you are, scrambling to get your wits together, it’s crunch time. All the procrastinating and thinking goes out the window. So does you sitting back on your chair sipping coffee and browsing for ideas.
All that is left is pure creativity and experience. You sit down very straight, not tasting that gallon of coffee and all the sudden it just happens. You set up your file without thinking, it just happens. You never designed a CD, or this specific poster size? Not to worry, you have the basics and use just that. All the worries that you may have are irrelevant. You don’t think, you just keep moving.
The essential is to get something decent that can be worked on and modified quickly. I find the best way is to use some old fractal or graphic element I have laying around, or even a bokeh I did for another project. I know I can always republish an old render or tweak the bokeh if the client likes it. Now is not the time to try to re-invent the wheel. I’ll test my square peg in a round hole next time!
I use any material the client sent for inspiration, everything is useful. This also when working with another designer becomes a huge asset.
Sure, I can do it myself but it’s always faster to show a half finished product to a fellow designer. Why deprive myself of another eye and another sensibility? All I need is a quick critique, “I don’t like the layout, I think you should use another color scheme, make it pop more” etc… to adjust instantly and go beyond what I would have done in such a short amount of time.
The thought process isn’t the same under pressure. The adrenaline must be converted into creativity, not panic. It’s what makes you think faster, move faster and get things done. It should be used exactly for what it serves: keep you alive, and that applies to how fast you can create! Sure, you could run faster, but would that keep you alive? probably not. There’s nothing more lethal than an unhappy client!
