Guide to Graphic Design: Cha pter 5
G E N E R A T I N G I D E A S
N L E A S H
CRE AT IV E W OR K
E NV IRONM E NT
Cl u t t e r e d
Cl e an
DON’T BE SATICFIED with your FIRST IDEA!
DON’T RUSH into production phase!
There is NO “MAGICAL BURST”
“I’ve never thought
of myself as getting
an idea. I always
“Make it happen
& let it happen.“
KEEP IT SIMPLE
SIZE: 2in x 3 in
USE PEN OR SHARPIE
- Paul Valéry
GET YOUR FIRST
IDEA OUT AND
T E C H I N Q U E S
EXAMPLE RAT & KEY
>> TINY >> SNEAKY >> FAST >> DIRTY >> CUTE >> SNITCH
>> HOUSE >> SOLUTION >> ANSWER >> HOLE >> OPEN >> LOCK >> SAFETY
Get Crakin’ Campaign
SOME TOYS NEVER DIE
Grey Group Singapore
TWO WORDS OR IMAGES 1 IMAGE
Coming up with ideas takes an extraordinary amount of work.
You need a strong concept to carry an idea across a campaign.
Establish a comfortable working environment. Make it your own.
Brain storming allows you to think past the obvious ideas and requires a variety of techniques.
Thumbnails allow you to get your ideas out quickly.
Use word association techniques to think about an idea from different perspectives:
i.e. Random Word Associations, Visual Montage, Metaphores etc.
Accidents = Unexpected solutions
Identify, weigh and catagorize which ideas are worth pursuing and refining.
Create 5 Different Montage’s
Choose 2 random words (completely unrelated) explore their
meaning, definition, synonyms.
Combine the images representing each word to make one meaning
Write a paragraph about the meaning.