Production design is the art of visual storytelling in a film or a TV show. While a ‘coffee shop’ instantly reminds you of FRIENDS, a ‘bar’ can immediately remind you of How I Met Your Mother. This impact is also thanks to production design. It refers to the process of building a visual environment in which the story unfolds. It is about translating the director’s vision and the script into visuals. While it can sound whimsical, there are some serious responsibilities that fall under the bracket of a Production Designer. It includes everything from overseeing the art department, managing the design budget, coordinating set construction, location scouting, props, set dressing, and a lot more.
But coming back to the whismy of it all, there is no way Stars Hollow of Gilmore Girls could have been any better or any different without the town being as dramatic and as wholesome as it was designed. The aesthetic of the show would have completely changed if not for Johnny P. Berg, who initially built the designs for the show. It was later picked up by Lisa K. Myers and Rachel Kimmerman, but they continued on the same vibe of the show. This visual storytelling is not possible without a good production designer. It doesn’t just create an impressive first impression, but keeps the audience in the same world as the story continues to evolve. While the production design for movies spreads across locations, the same for TV shows goes up for years as seasons continue. To keep up with that follow of time, and the story and its character would also fall under the same production designers.
What Does a Production Designer Do?
Production designers may not be as well known outside of the industry, but everyone who has ever worked on a set knows that without a good production designer, the film cannot go from just an idea to a visual treat. In film and TV, a production designer is responsible for the overall look and tone of the project. They work with the art director, set dresser, prop-master, and with other department heads like costume designers to achieve the director’s vision. It not only tells the story but also adds little nuances that you, as a viewer, would never realise at first glance.
The production designer has to create sets and whole worlds that are fictional but feel real. They have to meet the demands of the director’s vision and idea of the story. Even props at the side of the stage tell a story by adding context to the scenes, to the character, or even the set, and overall aesthetic of the film. He/she also has to work hand in hand with the cinematographer to oversee the impact of his work and make changes, if they don’t have the intended result on screen.
Why Production Design Matters?
While we have already seen how it can impact viewers and hold their attention, production design also has the power to influence the experience of the film outside the theater. Production design can powerfully shape culture and trends across the globe by establishing the visual language of a story or a character. With every scene, it reinforces character identity, even challenging societal values at times. Over the years, we have seen films reflect and mirror society, but it has also highly influenced us by setting trends. Whether it is fashion, interior design, or lifestyle choices. That’s the impact and the kind of back and forth production design can have with its audience.
When using era appropriate colors for the sets and the costumes, it also subconsciously induces the same experience for the audience. In the 2015 film titled Steve Jobs, the production designer Guy Hendrix Dyas made sure the set walls had hues of green and blue as used in the 80s. He also used great background work on sets, where the audience would always feel like they were inside a computer. Production design doesn’t just add to a story; it enhances storytelling and the nuances the director wishes to implement, irrespective of whether the audience understands it.
Key Elements of Production Design
The key elements change for every project, but some are essential. Set design or locations are one of the most crucial elements of production design. It is the construction of the physical environment for the film or TV show that must create a convincing and believable world. Meanwhile, props and set dressing are the objects that don’t just surround the characters but also define their essence. These objects are so integral to the story that without them, the world would feel incomplete. They add continuity to the characters’ journey and could be as simple as flowers that were received a few scenes before.
Finally, Costumes and makeup say a lot about a character, where they come from, their social status, their personality, and their profession. The production designer’s job is to ensure that these are authentic and consistent with the director’s worldview. Color theory and lighting collaboration also change how the film is visually consumed. Think of the Twilight saga changing its color tone with every sequel, but with every shot, scene, and moment the character is on screen. In production design, color theory and lighting can influence the audience’s emotional response and perception of the scene.
The Production Design Process
During Pre-Production, the process majorly focuses on researching the era the story is set in, the influences of its time, and picking up references for them. The teams work around mood boards, from building them to perfecting them with the director’s vision. From storyboarding to concept sketches for the sets, scenes, and location needs, to be done before the team can even consider location scouting and set planning. These are also part of pre-production and need to be done based on budget and technical constraints. When working with filmmakers like Christopher Nolan, the focus remains on the sets and location, and keeping up to speed with their vision of how the sets should look. Meanwhile, for films like Marvel, where the use of VFX is higher, the same location would suffice for much of the film, but still, the pre-production is just as tedious with set production, costumes, color theory, and much more.
Once Production begins, the work changes to managing on-set design and construction. To make changes when filming continues, and if things don’t work out. Often, re-takes need access to a lot of props and decor, which have their own huge teams. On the other hand, budget constraints also put the production designer to work, reusing sets, working them into the same scenes in different ways, so they don’t seem like they have been repeated. Adapting to changes on set and being ready for the next, so that the filming keeps going, is one of the main responsibilities during this time.
In Post-Production, the designer also works on the final visual and stylistic elements of a project. During editing, they often focus on tasks like color correction, graphic design integration, and ensuring visual continuity. If re-shoots are needed, the production designer has to ensure continuity and oversee the production as it was done the first time. Their contribution also impacts the post-editing phase, and they work on creating graphics for marketing materials, which have to be in sync with the film’s tone.
Production design is far more than just the backdrop of a scene—it is the creative engine that shapes the visual world of every film or TV show. From iconic sets that linger in the memory to the subtle color choices that influence emotion, production design is the silent storyteller guiding audiences through each frame. As technology and artistic visions evolve, production designers continue to push boundaries, blending innovation with tradition to craft unforgettable worlds. In every story, the artistry of production design is the backbone that transforms scripts into lived experiences, making movies and shows not just seen, but truly felt.
