Lecture 3A – Creation

DESIGN FOR PRODUCTION

SANGEETA JAIN

ABOUT LECTURE 3

Lecture 3 is divided in 3 segments: 1.  Creation – it is all about the search for new ideas. We will look at

the techniques for generating ideas, selecting the best solution that caters to the problem statement and illustrating them as sketches.

2.  Prototyping – in this section we will see the ways and means of transforming concepts into tangible works of art. In the real world this step involves getting the client’s final approval.

3.  Production – this is the last part of the process and also the one that takes the design to the target audience through magazines, newspapers, packaging, TV commercials, an app etc. As consumers this is what we see and use each and every day.

LECTURE 3 PART 1 – CREATION

WHAT IS CREATION?

§  Research and Analysis = defining the problem

§  Planning = seeking insight

§  Creation = choosing the best solution

§  Prototyping = communicating the solution

§  Production = selling the solution

CREATION

Creation is bringing something into existence that did not exist before, either as a product, process or

thought.

Creativity is defined as use the imagination or original ideas, especially in the production of an artistic work.

Creativity can be used to make products and services

better and to create them in the first place.

CREATION

•  We are all creative every day because we are constantly changing the ideas which we hold about the world about us and our relationship with it.

•  Creativity does not have to be about developing something new to the world, it is more to do with developing something new to ourselves. When we change ourselves, the world changes with us, both in the way that the world is affected by our changed actions and in the changed way that we experience the world.

CREATION

•  The creative thinking process can be accidental or deliberate. Without using special techniques creative thinking does still occur, but usually in the accidental way.

•  Using this accidental progression process, it

takes a long time for products to develop and improve. In an accelerating and competitive world this is obviously disadvantageous.

CREATION

•  Using special techniques, deliberate creative thinking can be used to develop new ideas. These techniques force the merging of a wide range of ideas to spark off new thoughts and processes.

•  Developments of products occur much more quickly, effectively and logically using these deliberate techniques than by mere accident.

Designing is a structured approach to generating and developing ideas.

BRAINSTORMING

BRAINSTORMING

Alex Osborn, advertising writer of the fifties and sixties, has contributed many very powerful creative thinking techniques.

Brainstorming is the best known and certainly one of the most powerful idea generating technique.

BRAINSTORMING GUIDELINES

Think freely. – Free wheeling, wild thoughts are fine.

Impossible and unthinkable ideas are fine. In fact there should be several ideas so bizarre that they make the others laugh. Remember that practical ideas very often come from silly, impractical, impossible ones.


Quantity of ideas is important. – Concentrate on generating a large stock of ideas so

that later on they can be sifted through. There are two reasons for desiring a large quantity.

– First, the obvious, usual, stale, unworkable ideas seem to come to mind first, so that the first, say, 20 or 25 ideas are probably not going to be fresh and creative. Second, the larger your list of possibilities, the more you will have to choose from, adapt or combine.


Limit the session. –  A typical session should be limited to about 10 or 15

minutes. You should probably not go beyond thirty minutes, though thirty is the "ideal" length recommended by Alex Osborn.

Be visual. –  Draw your ideas, as opposed to just writing them

down. Stick figures and simple sketches can say more than many words.

AFTER BRAINSTORMING

Select promising ideas. – No matter which technique you use to

generate design ideas, the next day (not the same day) you should re-visit your ideas. Then you can add, refine or evaluate each of the ideas and develop the most promising ones for practical application.

AFTER BRAINSTORMING

Sketch the ideas. – Choose at least 5 ideas to be develop and

start to sketch these ideas, a minimum of 10 Sketches per idea or concept are required. Create a simple expression of your idea.

– Keep it simple and focus on the most important aspects of your idea. Make sure you're still expanding on the idea, rather than being critical and limiting your possibilities.

AFTER BRAINSTORMING

Do a reality check. – So far, you have been developing your

design idea without giving much thought to the constraints you may face while attempting to realize it. At this point you must be able to validate your idea(s) in context of the problem statement, USP, target audience, competitors and also the elements, composition, colours etc.

The result of reality checks are known as “roughs” or “design roughs” in field of

Graphic Design.

ASSESSMENT TASK 3A – CREATION

THIS IS AN INDIVIDUAL

ASSIGNMENT

After you have done the reality check, each of you, please share your sketches with your

instructor for individual critique. Upload them as a single PDF file in the Assessment Task 3A folder. Also describe your design ideas on the forum for

group critique /discussion.

Minimum 2 ideas and 5 clear sketches for each idea. Due Date: END of week 8 – Sunday 30th August 2014

ASSESSMENT TASK 3A

NEXT…

§  Research and Analysis = Lecture 1 Task 1

§  Planning = Lecture 2 Task 2

§  Creation = Lecture 3 Part 1 Task 3A

§  Prototyping = Lecture 3 Part 2 Task 3B

§  Production = Lecture 3 Part 3 Task 3C