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What is 180-degree thinking?

From: Developing Ideas and Design Concepts

Video: What is 180-degree thinking?

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.

What is 180-degree thinking?

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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This video is part of

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Developing Ideas and Design Concepts

34 video lessons · 8469 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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