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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.
180 degree thinking is a creative strategy that can be used at any time during the concept development. When we use 180 degree thinking, it's a bit like consulting the devil's advocate with your ideas. The process is relatively simple in that, we can take all or part of an idea and flip it over entirely and examine what the reverse or negative image of our concept might be. For instance, if we're working on some type of concept that was based in a gritty urban setting.
We might turn that idea in the opposite direction and change that venue into a pleasant rural environment. Sometimes the results can turn out a little peculiar, reaffirming that our original approach is headed in the right direction. But, there will be many times where this process can deliver a unique take on an idea. Occasionally, giving us a better version of the original concept. Worn out cliches can sometimes find a refreshing new life when we twist them 180 degrees.
For instances, if we take the cliche phrase, emotional rollercoaster and turn that idea completely around. Instead of us imagining someone hanging on for dear life, trapped into a rickety fair ride. We suddenly have a person standing firmly on the flattest stretch of land in existence. Or maybe the person is in a roller coaster cart, they're at a stand still and we can see the rails are completely flat extended on for miles.
This flip conjures a completely different image of that old cliche. And given the new rendition, it might be a perfect fit for whatever concept we happen to be working on. When we do the 180 degree turn, we need to think about whether we flip the entire contents of our idea. Or maybe we just turn a portion of it. Such as a central character. Or location. For instance, instead of a cop, we can switch that main figure to a robber.
Instead of the ocean, swap the ocean to a desert. Some forethought to whether we flip our entire concept or just a portion will be important as both ways will have a different impact on the outcome. One of the great things about this strategy is how little time it takes. It's also a prime opportunity, to turn things on their head, shake things up and consider the other side of an idea. Either way, this is one strategy that you'll probably want to run all of your ideas through, that one great concept might just turn out to be two.
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