Generating Ideas
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G E N E R A T I N G I D E A SGuide to Graphic Design : Chapter 5
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CreativityN L E A S H
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CREAT I VE WORK ENV IRONMENT
Messy
Cluttered
Clean
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DON’T BE SATICFIED with your FIRST IDEA!
DON’T RUSH into production phase!
There is NO “MAGICAL BURST”
“ I ’ve never thought of myself as getting an idea. I always
discover it . “
George Lois “Make it happen & let it happen.“
George Tscherny
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B R A I N S T O R M I N G
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THUMBNAILS“The greatest freedom comes from the greatest stricness.“
- Paul Valéry
KEEP IT SIMPLE
SIZE: 2in x 3 in
USE PEN OR SHARPIE
FAST, ROUGHAND DIRTY.
SEPERATE CONCPET FROM DETAIL
GET YOUR FIRST IDEA OUT AND MOVE ON
EXPLOREHAVE FUN!
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VISUAL RHETORICT E C H I N Q U E S
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RANDOM WORDASSOCIATION
RAT & KEY
RAT >> TINY >> SNEAKY >> FAST >> DIRTY >> CUTE >> SNITCH
KEY >> HOUSE >> SOLUTION >> ANSWER >> HOLE >> OPEN >> LOCK >> SAFETY
EXAMPLE
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Get Crakin’ Campaign
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SOME TOYS NEVER DIEGrey Group Singapore
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VISUAL MONTAGE
EYE WEEPINGWATER + =
TWO WORDS OR IMAGES 1 IMAGE
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COMPARISON
OPPOSITS
METAPHORES
OTHER TECHNIQUES
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OVERVIEWComing up with ideas takes an extraordinary amount of work.
You need a strong concept to carry an idea across a campaign.
Establish a comfortable working environment. Make it your own.
Brain storming allows you to think past the obvious ideas and requires a variety of techniques.
Thumbnails allow you to get your ideas out quickly.
Use word association techniques to think about an idea from different perspectives:i.e. Random Word Associations, Visual Montage, Metaphores etc.
Accidents = Unexpected solutions
Identify, weigh and catagorize which ideas are worth pursuing and refining.
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ASSIGNMENTCreate 5 Different Montage’s
Choose 2 random words (completely unrelated) explore their meaning, definition, synonyms.
Combine the images representing each word to make one meaning
Write a paragraph about the meaning.