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After landing a client, the designer's first chore is to communicate and develop the initial idea, whether it's a storyboard for a film or ad, or a multifaceted marketing campaign for a product or service. Learn how to transform a client's request into a presentable concept in this course. Craig Smallish walks through the development process for various creative scenarios, from assessing the client and the scope of the job to free-associating and sketching your ideas. Learn to create descriptive copy to accompany your visuals and create iteration after iteration of your design. Finally, Craig shows how to choose your strongest idea through a process of refinement.
We're on the conception fast track for our Kinetico solar panel project. We've already got some ideas brewing and a number of good core values in hand. But let's see if we can't come up with more ideas by using the free-association process we just explored. We can use the solar panel core values that we came up with earlier to jump start this free-association process. Although, we would typically send a majority of our core values through the free association mill. We'll keep this a little more brief and target a few select areas that I think might be prime.
The first core value that I thought interesting was from that story telling senareo about a stressed out executive stranded on a dessert island. He's feeling like he's finally free from the rat race. That's easy enough. So, let's start with the core value stranded on a desert island paradise. So, what comes to mind next? Lost at sea, SOS sign, spelled out in rocks, you get the idea. Normally, we'd run the list quite a bit longer but the important thing is to keep the flow spontaneous.
Given a little more time, we could really build up content. But even putting together these short lists from only a couple starting points, we can see how quickly the free-association process adds material for us to work with. How you compose your free-association lists is entirely up to you. Han-written notes, quick sketched images, combination words and doodles. Whatever you need to visually articulate your thoughts, anything goes. I can tell you the combination of written word and sketch images helps me visualize my ideas better.
Again, don't worry if you can't draw. Simple stick figures work perfectly at this stage. Now, by viewing my sketches and using a little imagination, we can see where the island nightclub the lost at sea themes, could possibly lead to a concept to promote the little solar panel. Here we have two castaways and these guys ended up on the same deserted island. the first guy he's lost at sea, clothing is torn. He's standing there hopelessly in the beach, waving his arms.
Nobody is coming. He's waiting. He's waiting forever. We've got the second guy, he's living the life. Island paradise, got a little drink in his hand. he's got his little solar panel set up there, beach hut in the background, maybe he's even ordering a new summer wardrobe from Amazon. While that was just a sample of how free association can amplify content. We can see where the potential is huge. When you're searching for more creative ideas, the free association strategy can add some serious fuel to your creative file.
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