Join Craig Smallish for an in-depth discussion in this video Avoiding the pitfalls of mediocrity, part of Developing Ideas and Design Concepts.
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Some of the greatest threats to our creativity lurk…in our own subconscious in the form of cliches.…Mediocre aproaches that have been done a thousand times over.…The minute I say floor polish commercial or an ad…for car tires, images are likely to pop in our head.…Predictably, the majority of us will have very much the same image in our mind.…That's because they're cliche.…And while I'm hesitant to quote Webster, because that's a cliche.…
The reason we're all likely to think of the same image is…that our media has become saturated with the overly familiar and common place.…To say I've never fallen prey to it myself would be a lie as there's no…sure way to keep a cliche out of your head once you've started working on a project.…In fact, it's understandable to rely on an approach that's been used time…and time again because there's a certain security when you think to yourself.…Well, it's worked in the past, sure it'll work again.…
The big glitch with relying on the security of a cliche is they're…generally not the most creative nor the most effective at delivering your message.…
- 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