Join Craig Smallish for an in-depth discussion in this video What is concepting?, part of Developing Ideas and Design Concepts.
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Great concepts require ingenuity.…However, the final litmus test of what makes a…great concept work is how well it communicates its message.…I'll admit that sounds a little clinical and in that spirit,…let's take a look at some concept images and dissect them.…We see the use of cliche or shock novelty constantly.…These maybe…the result of a designer having too little time or a lack of interest in the project.…
The problem is cliches are boring and shock novelty has short lived appeal.…this can cause the viewers to move on without remembering what…the essential message was or what the ad was even for.…With our society's 24/7 delude of media, cliches are hopelessly lost.…The array of ads and editorial content often…become pattern like one trying to outdo the other.…And in the end, these simply blend into the surrounding landscape.…
In contrast, here's an example of why a more thoughtful, innovative approach…grabs our attention and holds our interest long enough to communicate its message.…I'm fascinated by great concepts like this.…
- 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