Research is the first, and possibly most important, stage of the design process. For contemporary brand design practitioners it plays a key role in achieving original and distinctive work. Rather than stifle creativity, research actually empowers it, and without good research findings your design work will lack focus and direction. Any time invested in research will help you to make confident design decisions, moving through the design process quickly and with conviction. In an industry context, too, clients are always reassured when they are able to see how and why designs were created.
