Interactive materials for the presentation and evaluation of visual identities

This bachelor's thesis examines the presentation and evaluation of visual identity proposals within the context of the relationship between a graphic designer and a client. The aim of the thesis was to identify the main communication shortcomings that arise during the presentation of a visual identity and to propose a set of interactive materials that address these shortcomings. The theoretical part defines the key terms of visual identity, its elements and principles, outlines recommended presentation practices and methods for evaluating graphic proposals, and systematises the communication barriers that occur between designers and clients. The practical part is based on a quantitative questionnaire survey involving 24 graphic designers, as well as three in-depth interviews with experienced practitioners, which enabled a clear identification of designers' needs. Analysis of the collected data revealed that the most pressing issues are an excessive vagueness of client feedback, the imposition of personal preferences over professional judgement, and a low degree of objective evaluation. Based on these findings, six interactive tools (and one complementary) were developed, targeting the phase of a presentation and its immediate evaluation stage, each addressing a distinct key aspect of the identified shortcomings. The functionality of the materials was verified through preliminary testing and their deployment on a real visual identity project for Brno Pride Week 2026. The results indicated that the materials contribute to more structured and less subjective client feedback and support constructive dialogue during the proposal evaluation.