THE SHARED ITERATIVE PROCESS: HOW SCIENTISTS AND DESIGNERS USE THE SAME CREATIVE MECHANISMS

At first glance, the worlds of scientific research and graphic design seem to belong to diametrically opposed universes. On the one hand, methodological rigor and objectivity; on the other, creativity and subjective expression. Yet, on closer inspection, these two disciplines share a strikingly similar working methodology: the iterative process.

PARALLEL METHODOLOGIES

The exploration and research phase

In science: It all starts with an exhaustive review of the existing literature. The researcher immerses himself in previous studies, analyzes available data and identifies gaps in current knowledge.

Graphic design: The designer also begins with an in-depth research phase. He analyzes visual trends in the sector, studies the identity of the client brand, observes the competition and collects inspiring visual references.

In both cases, this first step is crucial: it establishes the solid foundations on which the entire project will rest.

Formulating hypotheses and concepts

In science: The researcher formulates precise hypotheses based on preliminary observations. These theoretical propositions must then be methodically tested.

In graphic design: The designer develops several creative paths or "concepts" that respond to the problem posed. These visual proposals constitute working hypotheses that will be put to the test.

Experimentation and prototyping

In science: Experimentation is at the heart of the scientific process. Researchers design rigorous protocols to test their hypotheses, collect data and analyze it meticulously.

In graphic design: The designer enters a prototyping phase where he materializes his concepts in the form of sketches, mock-ups or wireframes. These sketches provide a concrete visualization of the solutions envisaged.

Results analysis and adjustment

In science: Experimental results are analyzed and interpreted. If the data do not correspond to the hypotheses, the researcher adjusts his theoretical model or protocol.

Graphic design: Mock-ups are evaluated according to precise criteria: legibility, visual impact, consistency with the message to be conveyed, etc. Based on this analysis, the designer refines his proposal. Based on this analysis, the designer refines his proposal.

Iteration and continuous improvement

In science: The experimental process is rarely linear. The researcher proceeds in successive cycles, with each new experiment benefiting from the lessons learned from the previous ones.

In graphic design: Similarly, the designer works in successive iterations. Each version improves on the previous one until an optimal result is achieved that perfectly meets the initial brief.

SHARED COMPETENCIES

Beyond their methodological similarities, scientists and designers share several essential skills:

• Solving complex problems: Both need to provide original solutions to often complex issues.

• Critical thinking: Objective analysis of results is crucial in both disciplines.

• Rigor and precision: a scientific protocol, like a graphic composition, demands meticulous attention to detail.

• Creativity: Contrary to popular belief, scientific research requires a high degree of creativity, particularly when it comes to designing innovative protocols.

A CONCRETE EXAMPLE:

FROM THE LABORATORY TO VISUAL COMMUNICATION

Let's imagine for a moment the development of a new pharmaceutical treatment:

1. The researcher identifies an unmet medical need

2. He formulates a hypothesis about a potentially effective compound

3. He designs experiments to test this molecule

4. Analyzes results and adjusts formulation

5. He repeats this process until he obtains an effective and safe drug.

   
   

At the same time, the creation of the drug's visual identity will follow a similar path:

1. The designer identifies the product's communication needs

2. It formulates several potential visual concepts

3. He creates models to materialize these concepts

4. It assesses their impact and relevance, then refines them.

5. It iterates until the visual identity is perfectly aligned with the drug's values and the expectations of the target audience.