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Demystifying "the process" in the creative process

From: Developing Ideas and Design Concepts

Video: Demystifying "the process" in the creative process

The task to create innovative and effective concepts can be pretty daunting. Now, it's one thing to look at a great concept, and point to why it's so successful. But coming up with your own great ideas is an entirely different prospect. So where do you start? Let's say it's Monday morning, and we wake up to find we're working with a client with little to no time or budget. In that instant, we'll appreciate how beneficial it is for both client and creative to have a predefined process to develop our project.

Demystifying "the process" in the creative process

The task to create innovative and effective concepts can be pretty daunting. Now, it's one thing to look at a great concept, and point to why it's so successful. But coming up with your own great ideas is an entirely different prospect. So where do you start? Let's say it's Monday morning, and we wake up to find we're working with a client with little to no time or budget. In that instant, we'll appreciate how beneficial it is for both client and creative to have a predefined process to develop our project.

The concept building process we'll focus on in these lessons, has several components that can be used either together or pulled apart and used individually. The strategy begins first, by establishing foundational concepts through identifying the core values of a project. Then, we'll create a content explosion through the free association process, identifying related content on an exponential scale. Next, we'll assemble note-sketched descriptives, setting the stage for all possibilities.

Then, we'll pull back the curtain and bring our vision to life through rough sketching, exploring multiple iterations. Finally, we'll examine our strongest concept contenders and explore a range of variations. While these processes may appear somewhat formulaic, the more they're practiced, the more they'll become second nature. Incorporating a creative process or method gives the designer two things.

First, it gives the creative a greater range of alternatives to select from. Secondly, it legitimizes the concepting process, allowing your creative to retrace the path they took from start to finish. Being able to retrace the route functions as one of the best resources a creative has in defending their concept, or as I like to say educating your client. This often times is the distinct difference in being able to convince a client that your concept is the absolute best approach.

Versus having your idea tossed aside, and the job going to someone else. Ultimately, one of the most important things a creative can do is produce as many different ideas as possible. Having a wide array of choices available is very often the difference between delivering a good concept as opposed to a great concept.

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Developing Ideas and Design Concepts

34 video lessons · 8972 viewers

Craig Smallish
Author

 
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  1. 8m 45s
    1. Welcome
      1m 12s
    2. The importance of the original idea
      2m 50s
    3. What is concepting?
      2m 4s
    4. Demystifying "the process" in the creative process
      2m 39s
  2. 8m 48s
    1. Working with clients
      4m 14s
    2. Defining the project
      3m 0s
    3. Defining the project obstacles
      1m 34s
  3. 7m 44s
    1. Doing your research
      2m 22s
    2. Avoiding the pitfalls of mediocrity
      3m 28s
    3. What is a concept plan overview?
      1m 54s
  4. 11m 2s
    1. Using storytelling to determine core values
      3m 33s
    2. Using questions to distill the core values
      3m 46s
    3. Determining core values
      3m 43s
  5. 8m 59s
    1. Using the free-association process
      3m 39s
    2. Starting with seed phrases
      2m 55s
    3. Using the power of collaboration to increase ideas
      2m 25s
  6. 9m 48s
    1. Honing your ideas
      4m 20s
    2. Reviewing your descriptive words and sketches to find the best ideas
      2m 29s
    3. Experimenting with your ideas
      2m 59s
  7. 8m 2s
    1. Maintaining a diversity of ideas
      1m 0s
    2. Using search engines to fuel ideas
      4m 50s
    3. The rough concept retrospect
      2m 12s
  8. 9m 48s
    1. Defining the rough sketch
      4m 34s
    2. Visually defining your ideas
      2m 57s
    3. The strength of iteration
      2m 17s
  9. 5m 16s
    1. What is 180-degree thinking?
      2m 46s
    2. Demonstrating the approach
      2m 30s
  10. 9m 29s
    1. Defining the revised sketch
      3m 25s
    2. Demonstrating the approach
      3m 46s
    3. The importance of exploring variation (perspective, media selection, and stylistic approaches)
      2m 18s
  11. 6m 36s
    1. Defining the refined sketch
      2m 23s
    2. Demonstrating the concern for detail
      4m 13s
  12. 5m 3s
    1. Revealing the final concept "comp" solution
      3m 19s
    2. Reflecting on the process path
      1m 44s

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