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…
Author
Released
8/16/2013- What is concepting?
- Working with clients
- Doing your research
- Determining the core values of a product or service
- Using free association
- Building the written descriptives
- Using search engines to fuel ideas
- Flipping your ideas 180 degrees
- Creating a rough sketch
- Defining the refined sketch
Skill Level Intermediate
Duration
Views
Related Courses
-
Graphic Design Foundations: Typography
with Ina Saltz2h 23m Beginner -
Learning Logo Design (2013)
with Von Glitschka2h 34m Intermediate
-
Introduction
-
Welcome1m 8s
-
What is concepting?2m 4s
-
-
1. The Client
-
Working with clients4m 14s
-
-
2. Challenges Around Every Corner
-
Doing your research2m 22s
-
-
3. Establishing Core Values and Seed Phrases
-
Determining core values3m 43s
-
4. The Free-Association Process: Finding the Raw Ingredients
-
Starting with seed phrases2m 55s
-
5. A Concept is Born!
-
Honing your ideas4m 20s
-
-
6. One Great Concept Deserves Another
-
The rough concept retrospect2m 12s
-
7. The Rough Sketch
-
Defining the rough sketch4m 34s
-
Visually defining your ideas2m 56s
-
The strength of iteration2m 17s
-
-
8. 180-Degree Thinking: Does Your Concept Have an Evil Twin?
-
What is 180-degree thinking?2m 46s
-
Demonstrating the approach2m 29s
-
-
9. The Revised Sketch: How to Make Your Great Concept Even Better
-
Defining the revised sketch3m 25s
-
Demonstrating the approach3m 46s
-
-
10. The Refined Sketch: Tweak, Tweak, Tweak
-
Defining the refined sketch2m 23s
-
-
11. The Final Selection: And the Winner Is...
- Mark as unwatched
- Mark all as unwatched
Are you sure you want to mark all the videos in this course as unwatched?
This will not affect your course history, your reports, or your certificates of completion for this course.
CancelTake notes with your new membership!
Type in the entry box, then click Enter to save your note.
1:30Press on any video thumbnail to jump immediately to the timecode shown.
Notes are saved with you account but can also be exported as plain text, MS Word, PDF, Google Doc, or Evernote.
Share this video
Embed this video
Video: The importance of the original idea