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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.
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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