Design Review SOP

Design Review SOP

Why? 

This document creates a proofing system where every deliverable must pass through at least 3 hands until it reaches the client. This eliminates the risk of sharing documents with errors, and increases our ability to deliver high quality work to our clients. 

What counts as a design?

Sometimes we may think - “this is a simple template that I am editing, so it doesn’t need to be reviewed thoroughly, right?.” However, these are some of the points where the most errors slip through the cracks (especially if the template was provided by a client who did not proof their own work).

For this reason, every single deliverable should follow this process in the first round of edits, at a minimum. 

After this point, steps 2 and 3 can be skipped unless the client introduces major design or copy changes (that will be up to the primary designer/writer on that task to decide). 

Below are the recommended steps every designer should take when reviewing work.

Review Process

1. The Primary Designer creates the design.
2. This person should also review their design first.
3. The Secondary Designer will take the first initial review, feedback, as a backup.
4. Then the Primary Writer can review the copy.
5. Then Nadine/Joe/Alex will make a final review and approve for client review.
6. Often the client will send the design back for more edits, and the cycle repeats.

What to look for in design

• Alignment:
  • Check sizing, spacing, and kerning of words and letters.
    • Titles should have more line spacing than paragraph text.
  • Is the positioning correct (center alignment, spacing between images/words)?
    • “Don't mix center / left / right alignment almost ever” - Joe.
    • Is everything aligned?
  • Are any links missing?
• Fonts:
  • Check that font sizes are the same across the design.
    • “You usually don't want more than 2 fonts. Or 1 font type in 2 - 3 sizes” - Joe.
  • Check font cohesion- are the fonts consistent?
    • An example of a lack of font cohesion (5 fonts).
• Design:
  • Hierarchy of design elements: size, color, contrast, alignment, repetition, and brightness.
  • Is this being printed?
    • Are the margins accurate? Padding? Crop marks? Bleeds?
    • Are the fonts outlined in the final print file?
    • Are you working with pages or spread?
  • Is the design the right resolution? Are there any blurry images?
    • Think about what resolution you will need the graphic printed as (business card versus a banner poster).
• Color accuracy:
  • Do any elements of the same color layer over each other (black text on a black background)?
  • Are you using print or digital colors (CMYK for printing, RGB for digital)?
• Client Needs:
  • Does the design suit the client’s wants/needs for this deliverable?
    • Check the Basecamp task for requirements.
  • Does the design match the client’s voice?
    • Refer to the brand guide if the client has one.
    • Are the right client’s logos included?
  • Is the final file a shareable format (jpg, pdf, indd, etc)?
    • Is the file the correct size?
• Proofreading copy - skim through it.
  • Check for basic spelling/punctuation.
  • Does copy need to be reduced to fit the design.
• Make a test print of the design if needed- check for readability.
  • Are the fonts too small to read?
  • Is the design cluttered?
  • Does it look good?