G E N E R A T I N G I D E A SGuide to Graphic Design : Chapter 5

CreativityN L E A S H

CREAT I VE WORK ENV IRONMENT

Messy

Cluttered

Clean

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

B R A I N S T O R M I N G

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!

VISUAL RHETORICT E C H I N Q U E S

RANDOM WORDASSOCIATION

RAT & KEY

RAT >> TINY >> SNEAKY >> FAST >> DIRTY >> CUTE >> SNITCH

KEY >> HOUSE >> SOLUTION >> ANSWER >> HOLE >> OPEN >> LOCK >> SAFETY

EXAMPLE

Get Crakin’ Campaign

SOME TOYS NEVER DIEGrey Group Singapore

VISUAL MONTAGE

EYE WEEPINGWATER + =

TWO WORDS OR IMAGES 1 IMAGE

COMPARISON

OPPOSITS

METAPHORES

OTHER TECHNIQUES

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.

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.