Lecture 3 - Implementation from Virtu Design Institute

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  • 1. Design for Production Sangeeta Jain
  • 2. Lecture 3: Execution
  • 3. Execution:  Execution is the actual implementation of the Advertising Plan.  It starts with the process of Designing.  Designing is a structured approach to generating and developing ideas.  Ideation is the process by which you can come up with many possible design ideas.
  • 4. Ideation: Generate & Refine Ideas  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. Alex Osborn
  • 5. Brainstorming
  • 6. Guidelines for Brainstorming:  Think freely. Freewheeling, 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. By permitting yourself to think outside the boundaries of ordinary, normal thought, brilliant new solutions can arise. Some "wild" ideas turn out to be practical, too.
  • 7. Guidelines for Brainstorming:  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.
  • 8. Guidelines for Brainstorming:  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.
  • 9. Other Ideation Techniques:  Evolution. This is the method of incremental improvement. New ideas stem from other ideas, new solutions from previous ones, the new ones slightly improved over the old ones. Many of the very sophisticated things we enjoy today developed through a long period of constant evolution. Making something a little better here, a little better there gradually makes it something a lot better--even entirely different from the original.
  • 10. Evolution:
  • 11. Other Ideation Techniques:  Synthesis. With this method, two or more existing ideas are combined into a third, new idea.
  • 12. Other Ideation Techniques:  Revolution. Sometimes the best new idea is a completely different one, an marked change from the previous ones. In other words they could also be called inventions or discoveries.
  • 13. Other Ideation Techniques:  Reapplication. Look at something old in a new way. Going beyond labels and assumptions and discovering how something can be reapplied.
  • 14. Other Ideation Techniques:  Changing Direction. Many creative breakthroughs occur when attention is shifted from one angle of a problem to another. This is sometimes called creative insight.
  • 15. After Ideation, what next?  Select promising ideas. No matter which technique you use to generate 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.
  • 16. Next Step…  Sketch to think Sketching of an idea makes you think through a lot of details. Sketch ways to bring your concept to life early to figure out how you might take an idea further.  Expand the idea 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.
  • 17. Next Step…  Do a reality check! So far, you have been developing your idea without giving much thought to the constraints you may face while attempting to realize it. It makes sense to now do a reality check: look at what’s most important about your idea and find ways to evolve and develop it further.
  • 18. Next Step…  Describe your ideas Once an idea has started to evolve, you may find it helpful to capture your thoughts in a more structured format. Consider it a source for thoughts and questions rather than a finished piece.
  • 19. At this stage please share your ideas with your instructor. Ideation and sketches Minimum 2 ideas and 5 clear sketches Due Date: Monday 16th Sep 2013 Assessment Task 3 – Part 1
  • 20. Make Prototypes:  You have now generated lots of ideas and chosen a few concepts to move forward. In the next phase of the design process you will prototype in order to bring your concepts to life.  Prototypes enable you to make your ideas tangible, share your idea with other people and discuss how to further refine it. Choose the form that suits your idea and media that you have selected best from the list below…
  • 21. Make Prototypes:  Create a storyboard  Create a diagram  Create an ad  Create a mock-up  Create a model  Create a layout  Any other to suit the media you have identified
  • 22. Get Feedback:  Feedback is one of the most valuable tools in developing an idea. Sharing prototypes helps you see what really matters to people and which aspects need improvement.
  • 23. At this stage please show the prototypes to your instructor and get a feedback. Prototypes Minimum 2 for each media Due Date: Monday 30th Sep 2013 Assessment Task 3 – Part 2
  • 24. Integrate Feedback:  Feedback is invaluable to developing an idea, but can also be quite confusing. It may be contradictory, or may not align with your goals. Sort through the responses you receive and decide on what to integrate in your next version.  At this stage, if necessary you may get another round of feedback from your instructor for the next version.
  • 25. Evolution:  Evolution is the development of your concept over time. It involves planning next steps, communicating the idea to people who can help you realize it and documenting it.  The evaluation phase is the one after the design is published and in which clients and designers both can determine/measure the success of the design.
  • 26. The Final Visuals Due Date: Thursday 10th Oct 2013 All of the 3 parts of this task together will be graded on 50% Assessment Task 3 – Part 3