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The importance of the original idea

From: Developing Ideas and Design Concepts

Video: The importance of the original idea

Let's explore the benefits of using a strong original concept to deliver your message. Now before we get too carried away, thinking everything we produce must have a killer concept. We need to appreciate that some projects are completely utilitarian. For example, road signage and instruction manuals require simplicity and clarity. And there are many projects that rely on tried and true approaches like gender appeal or fashion as their main attraction.

The importance of the original idea

Let's explore the benefits of using a strong original concept to deliver your message. Now before we get too carried away, thinking everything we produce must have a killer concept. We need to appreciate that some projects are completely utilitarian. For example, road signage and instruction manuals require simplicity and clarity. And there are many projects that rely on tried and true approaches like gender appeal or fashion as their main attraction.

With those exceptions, most products, services and communication pieces must incorporate strong conceptual solutions to get the word out and create a buzz. A great concept might be structured as a playful metaphor, an engaging analogy, or pose a question to the viewer. Whatever the approach, a concept's first goal is to hook the viewer. Let's take a look at how effective a concept can be at grabbing that attention.

On the surface, it's simple to say that these two advertising images are, promoting essentially the same type of product. Yes, it's a cleaning model, but as advertisements go, the similarities end there. And, if we take a close look and compare how these ads are composed, we can tell pretty quickly which one creates more intrigue. But let's dig deeper. Why do we find it more interesting? Well, where one image remains relatively boring, the second invites us in, intices us into a story of this little mop's life.

So, where one approach relies on the classic beauty shot of the mop. Hoping that this photograph will inspire the consumer to purchase this lovely product, the realty is, it's still a mop. On the flip side, we have a much more creative approach which utilizes a powerful metaphor, humanizing the mop. And possibly creating a parallel to a romantic night out on the town. Ultimately without some type of intrigue, the message is lost, or worst yet, never even delivered.

To deliver a message effectively, we need a hook to land the viewer, and our great concept, is that hook. But sinking the hook isn't the end all. We also need to keep the viewers' attention. In our example, there's a story unfolding with this little mop. And the creatives who produce the image are keeping their fingers crossed that it's interesting enough to hold our attention. Great concepts succeed at communicating, because they captivate the viewer, and demand continued attention.

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This video is part of

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Developing Ideas and Design Concepts

34 video lessons · 8473 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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