The document discusses various techniques for generating and representing design ideas during the ideation stage of the design process. It describes methods for inspiration like using an ideas book. Brainstorming is discussed as a creative group process for originating solutions, with rules like avoiding criticism and focusing on quantity over quality. Representation techniques that help convey design ideas are also outlined, including using images, signs, visual metaphors, words, appropriation and humor.

1. Ideation
• the idea generation or ideate stage sees concepts created that
may solve the design problem.
• This is the part of the design process where creativity is
unleashed.
• Ideation seeks to generate concepts that will be worked up and
resolved in subsequent process stages.
• Creativity conveys a sense of pure inventiveness and knowing no
bounds, yet graphic design requires applied creativity directed
towards a specific end

2. Ideation
Basic design directions
Starting from a given point designers can think in specific
‘directions’ in order to generate new ideas or new ideas from
existing designs.
DIVERGENT THINKING
CONVERGENT THINKING
TRANSFORMATION

3. Ideation
Themes of thinking
Designers often have to face the challenge of fitting large
quantities of information into formats with limited space. Several
tenets can be used to inform the design process and help overcome
this challenge.
KISS
FOCUS
PHYTON PHILOSOPHY [beautiful is better than ugly; simple is
better than complex; sparse is better than dense; readability
counts; and refuse the temptation to guess]
WHITE SPACE
TEXT MINIMIZATION
ERGNOMICS
TIMTOWTDI

4. Ideation
Inspiration and references
Inspiration is essential in any creative activity and design is no
exception.
Inspiration is key to the generation of exciting design ideas and
design professionals draw inspiration from innumerable sources.
• An ideas book is a collection of cuttings, photos,
sketches, colour swatches, typographic examples,
scribbled ideas, words and found objects that are
accumulated to inspire.
• An ideas book may be a general collection that is
continuously added to or it may be made as part of the
preparation for a specific project.
*REFER ‘ART MOVEMENTS’

5. Ideation
Brainstorming
• Brainstorming is a creative group approach to developing
ideas and originating solutions during the ideate stage.
• Brainstorming seeks to generate many different ideas
that are subsequently trimmed back to a few possibilities
for potential development.
• The brainstorming process starts by defining the problem
to be addressed, selecting group participants that will
address it, and forming questions with which to stimulate
the creative process.

6. Ideation
Brainstorming Rules
Do not criticise: Criticism prevents people from making
suggestions and voicing options. Any idea is valid in
brainstorming.
Keep the process manager-free: the presence of line
managers may inhibit the flow of ideas.
Avoid resolve: do not start working up or resolving an
idea that looks like a possible leader during the session.
Instead, carry on generating ideas during the allotted
time. Ideas can be resolved following the evaluation
stage.

7. Ideation
Brainstorming Rules
Work to a target: a numerical target helps idea generation
as participants
move away from standard thinking on the subject in order to
achieve it.
Focus on quantity not quality.
Clock watch: set a time by which the session should end.
This helps to keep the pressure on, forcing more ideas to be
generated.
Let go: participants must not be afraid of offering odd,
wacky or wild ideas,
although this does not mean participants should not take the
session seriously.
Be inclusive: the session chairperson should prevent any
group members from dominating the session and should
encourage all members to contribute.

8. Representation techniques helps the designer to conceive his creative
ideas in to a aesthetically, appealing and convincing visual vocabulary that
will enable a design to communicate effectively.
The different representation techniques are:
• Images
• Signs
• Appropriation
• Visual metaphors
• Words
• Humor
GRAPHIC
DESIGN
REPRESENTATION TECHNIQUES

9. IMAGES
a picture paints 1000 word
• Images have the ability to convey an idea or a lot
of information very quickly.
• Images are the prominent part in design
• Spend adequate time on image selection and
presentation.
GRAPHIC
DESIGN

12. SIGNS
• Sign is powerful communication device
• It can be easily recognized and can covey complex
concepts in a simple fashion
• Signs convey meaning through processes of semiotics
GRAPHIC
DESIGN
Signifier
Signified
2 PARTS
<physical sign/form>
<meaning/ concept it represents>

16. APPROPRIATION
• When a designer incorporates or annexes an element
from another design in a piece of work.
Types :
• Imitation (copy, reproduction)
• Adaptation (modifying an original work)
• Parody (the design that mocks an original work through the use of
humor)
• Distortion (deformation of shape or object)
GRAPHIC
DESIGN

21. HUMOR
• Designers can create amusing or funny designs to help
establish a relationship with target audience
• People have a great capacity to find humor in even the
strangest and most unlikely of places.
GRAPHIC
DESIGN

24. VISUAL METAPHORS
A visual metaphor refers to something it typically does not
denote in order to imply a similarity to something else
GRAPHIC
DESIGN

29. WORDS
• Words can be used in many ways to communicate a
message
• They can make it easily understand or can provide a
number of different possible meanings
• Our choice of words and language and the tone with
which we deliver them all offer deeper meaning to what
we are saying.
GRAPHIC
DESIGN