Reading Response #9: Stage 7: Production pg. 169-186

Production is the final stage of the design process.  This is where the idea becomes an object.  Bringing a design to production obviously requires interaction with the production team.  This can involve a number of levels, depending on the scale of the operation.  The designer needs to take on the responsibilities of being both a team member and a leader once a project reaches the production stage.  Since the designer communicates with many people on many levels, it is very important to establish good work habits and relationships with the team.  According to Aspelund, the virtues that combine the characteristics of a good leader with those of a good team player are essential because the designer must very often make a seamless transition between the two.  Working with a team requires the designer to have respect for the people that he/she is working with and respect for their abilities, experience, and opinions.  Everyone will have an opinion, so it's important for the designer to listen and respond, as often these opinions are based on experience.  Communication is a very crucial aspect of the production stage; effective communication is needed to ensure that everything goes smoothly.  Aspelund says that "respect works both ways, you earn it by giving it."  A designer should acknowledge the importance of each team member's contributions in order to bolster the pride they feel in their work.  A designer may also have to learn how to compromise.

A designer will pick up feedback from following his/her design through the final stages toward production.  Feedback comes from different sources; it can come from the client, the production team, the designer him/herself, or even from someone who has no involvement with the project.  Aspelund says that wherever feedback comes from, "let it inspire and energize you."  It's obviously easier to accept positive feedback, but negative feedback can be difficult to handle.  However, if treated correctly, negative feedback can energize a designer even further.  Positive feedback is good to hear and an excellent motivator, but negative feedback is more common.  As difficult as it may be to have one's work criticized, the designer must view this feedback as positive.  Criticism allows a designer to have the opportunity to learn how to improve his or her design.

As a graphic design student, I need to learn how to take criticism, however negative it might be.  I love receiving positive feedback on my work (who doesn't?!) - it gives me a sense of pride and accomplishment.  But I tend to get really upset and pissed off when someone criticizes my work.  I need to learn how to accept negative feedback, and view it as an opportunity to improve my work and as a design student in the long run.