The refinement stage involves selecting potential ideas that fulfil the requirements of the brief. A designer then produces refined images of their ideas, making subtle changes where appropriate, including referring to the design elements and principles. The methods of production are usually determined by this stage; however, they are incorporated with a high level of technical skill. The use of media and materials is refined further with the designer making final choices; for example, the type of paper to be used or adjusting the tracking or kerning in text. Refined technical skills are demonstrated at this stage including those specific to methods; for example, comprehensive skills are demonstrated in the construction of a model. In short, the designer produces more sophisticated design work. 

At this stage of the visual communication design process, a designer has had client feedback and other constructive feedback (for example, an audience survey) for review of their work. It is now a designer’s responsibility to make modifications according to the responses received and the communication need. The designer will be constantly referring back to the brief at this stage and be aware of the constraints that need to be met, including time, cost and production methods. Manufacturing methods, access to materials and availability of technology will also affect the final outcome. The designer provides the client with artwork in a high-resolution file and this is often presented as part of a package for a client to view. It is usual for the designer to liaise with any printers or manufacturers.

During the refinement stage, it will be obvious that you have selected one concept and imagery and design work will be about tweaking, adapting and editing work. You will be completing reflective design thinking techniques and creating mock-ups to test any technical concerns relating to construction, colour printing and so forth. 

During the refinement stage, you might:

• test colours when printing

• refine the construction of any models 

• create mock-ups/prototypes

• collect feedback via surveys or PMI (Plus/Minus/Interesting) from the target audience

• request feedback from the client

• adjust the design by looking at the design principles of scale and proportion

• look at refining the composition: is it balanced and is there a considered hierarchy? During your refinement you need to reflect on and evaluate your mock-ups before moving onto creating the final presentation/s.