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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.
Having already cranked out some strong concept foundations and several good core values, we're going to keep the gears turning. Our goal remains to come up with as many different ideas as we can. Our next concept strategy free-association is actually a Sigmund Freud retrofit that's geared for the creative industry. Where Freud, the father of modern psychology used this process as a tool for psycho-analysis. We'll be using it as a resource to uncover additional concept ideas.
Free association is a relatively simple process and it works through building lists of related things. Phrases, images, whatever comes to mind through spontaneous thought. We'll begin by using our core values as a springboard. From there, we'll jot down the very next thing that comes to mind and followed by the next and so on. The aim is for spontaneity to lead us into uncharted territory revealing concepts that we may not have considered.
It's important to keep the flow spontaneous without too much premeditated thought about either our client or the project. As an example let's begin by using one of the core values that we previously identified for that floor cleaner product. A sense of youthful confidence. With that in mind, I compose my list of free association terms, leading with Steve McQueen. Checkered flag, that led me to a pit crew, and victory lap, and so on.
The fact is, that list could have gone on indefinitely. As we run through the process, we'll want to document the output. Even quick notations are fine. Followed up with small visuals is helpful is helpful for reference as we move from written word to sketched image. We'll want to repeat the process as many times as possible beginning with all of our available core values. We can even use elements from our story telling and question and answer process when we start free-association.
Again, the emphasis is on creating volume. Even though we have a brief list, let's see if we can't target something to spur an idea. As we're scanning through the list, we now need to consider how these things could relate conceptually to the floor cleaner. Now, I'm being drawn to these two themes, efficiency and speed and the pit crew. And I'm associating them with the idea that this floor cleaner works so well. It's kind of like having your own pit crew in your house, helping you get things done quickly and efficiently.
I can easily see a concept developing there. In actual practice, we'll have a much more substantial list of free-association material to draw from. But even with this short list, we can begin to see content and value. Sometimes the content will be closely related to the product. Other times those relationships are going to be pretty distant. Either way is fine. This is a prime example of how important it is to create a volume of material to work from. It's also really important to acknowledge the fact that the vast majority of the stuff that we produce might never be used.
The more we produce though, the greater the selection we'll have. When we use free association, it allows us to expand our range of ideas and covering even greater potential.
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