The other half of the designers were instructed to use a “simultaneous” process, so that each one started with three ads and received feedback on all three. Then, in successive rounds, the set was whittled down with further feedback to two ads and then one final ad.
In my experience, this is the process most designers use. The develop 4-6 concepts, then feedback determines what happens next. Usually there are tw or three rounds of design until we get the final version of a book cover or website design.
