In Part 1 of this article we pointed out the equivalent status of the Printer and the Web Programmer (Developer)—both production functions in the world of publishing. In this second part we will describe the project phases and job functions of producing a website, and we will show you how Design Corps can fit into this process. You’ll soon have an adequate understanding of how websites can be created with the right people and services. If you are an experienced buyer of design services for print you will clearly see the similarities in the processes. Having a good understanding will remove much of the mystery of website development.
Background
Most printing technologies have been around in their basic form for centuries, some since the 1400s when Gutenberg invented a printing press that utilized “movable type”. The process has grown in speed and complexity but the principle is the same. Today, putting ink to paper (and a myriad of other “substrates”) is something we all take for granted. The common consumer does not have a clue as to the steps involved in producing that slick brochure they pick up at the auto dealer or the label on a can of beans.
So, if this article is about the process of web or Internet publishing, why are we talking about brochures and can labels? Simple. With a closer look you’ll find the two processes are almost identical. When you’re finished reading you might conclude that you already knew the basic concepts of the web publishing processes, but didn't realize it.
The Process in 4 Phases
The whole process, from start to finish, is embodied in four simple phases: Concept, Planning, Content Development & Design, Production. This basic four-phase process is nearly identical for both print and web publishing. The only real difference is in the final Production Phase. In any publishing project the culminating work of the first three phases will either be production by printing (i.e. ink to paper), or by programming (program code to web browser).
All of the necessary functions in the process can be performed by one person or many people, depending on the size, complexity, budget and schedule of any site.
Phase I: Concept Development
Every publishing project begins with a communication objective in mind. Therefore, the real task of concept development is to identify the objective and, through research, hone a core message for a specific audience, brainstorm methods of propagating that message, and finally compose plans and “creative briefs” for reaching the objectives.
Research will include examination of a myriad of materials and data pertaining to such things as audience demographics, the competition, client expectations, history, strategies, and goals.
Through elimination of peripheral or secondary messages, focus on a core message is sharpened. With sharpened focus brainstorming will produce viable concepts for communicating and also help to identify vehicles for conveying the message.
It may be decided, in the culmination of this conceptualizing process, that a variety of devices could be employed, such as printed items and various media options. Perhaps a website will be in the mix, or even the sole means of meeting the objective.
Phase II: Planning
The Planning Phase of a website can be a joint effort between the client and a project management function. A web project might be managed by an individual in a small company, an outside consultant/agency, or an in-house creative services department. In any case somebody has to plan the structure and function of a site and each component part. (Note: This would be the same function in the development of a printed publication.) Sometimes the person who plans site structure and functionality is referred to as a “web architect”.
Design Corps is available to help in this phase of the project. Playing the role of web architect we can help the customer think through such details as how many pages a site will consist of, what kind of content (imagery and text) will occupy those pages, what kinds of interactive functionality will exist on the pages (forms, menus, animations, etc.), how pages will link to and interact with other pages within the site and external sites.
Ultimately, the architecture of the site is visually diagrammed. This “map”, as we call it, will be vital in the remaining two phases of a project. It will provide the players—designer, content provider, and programmer—the tools they need to estimate their costs and time frames. Evaluation of the plan as it formulates, enables timely adjustments, before a final map is drawn up, to accommodate such concerns as budget and schedule.
Aside from certain functionalities unique to web interfaces you will note the same or a similar kind of structural planning must occur even for a printed publication. Therefore, the phases we have described thus far are not foreign to experienced buyers of design and printing.
Phase 3: Content Development & Design
Equipped with the final plan and creative brief from Phase 1 and the structural map from Phase 2, the designer goes to work creating the look of the site and the content provider begins to assemble such items as copy and data. The content provider may be supplied through client in-house resources (to keep cost down and possibly expedite the process), or may be contracted on the outside. Sometimes a copy writer or editor is the perfect type of person to fill the role.
Budgets will determine how many “variations on a theme” the client will see in preliminary stages of design and content development. The designer will identify and quantify content needs. Both, designer and content provider, will join talents to rough out the overall look and content of the site. In the process we take into consideration all communication objectives as defined in Phase 1 along with existing branding standards and design precedents utilized in other communications published by the client.
Subsequent to preliminary presentations we transition into development and honing of the favored visual concept and content. Pages are presented as prototypes on the web. The prototypes can be considered “rough cuts” which may have little to no interactive functionality, but which can be evaluated from the standpoints of aesthetics and their ability to meet communication objectives. After a series of presentations and refinement cycles, design and content are finalized and approved for production in Phase 4.
Phase 4: Programming
The start of this final phase is initiated in much the same way the print production phase is begun. The designer delivers “art” (production files) to the production function. For printed pieces this production function would be a printer, but in the case of websites the production people are programmers and the production files are prepared according to slightly different specifications. For example, print production files are prepared at higher resolutions in a different “color space” and in different formats than files prepared for the web.
Once the programmer has the art files, the site diagram (map), and has been briefed on functionality and interactivity requirements, they are ready to begin their technical work.
The programming phase is marked by cycles of programming, testing, and reviews. In the process the designer and client work with the programmer to resolve technical issues that inevitably arise. After extensive testing of the site in various browsers on a variety of user platforms and validations of the programming code, the site is ready to launch. (The terms “deploy” or “go live” are also used).
The more complex the functionality of a site the higher the level of programming expertise is required. Of course, Design Corps has access to programming talent that can handle the most complex of technical development issues.
Design Corps is Ready and Able
Website development can be relatively simple or highly complex. But as you can see, all of the functions you are familiar with in the world of the printed word are present in web design and development to one degree or another. Because of that you may now realize you had a better understanding of the process than you might have thought.
In any case, we are here to answer questions you might have about any project you have on the horizon. Please feel free to write us directly at info@designcorps.us, or leave comments at the end of this post.
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