This document summarizes Lecture 3 of a design course. It is divided into three parts: creation, prototyping, and production. The creation section discusses techniques for generating ideas like brainstorming, selecting the best solution, and illustrating concepts as sketches. Students are then asked to complete an individual assignment by sharing sketches of at least two design ideas with five sketches each for instructor critique. The prototyping and production sections will cover transforming concepts into works and taking the design to audiences.

1. DESIGN FOR PRODUCTION
SANGEETA JAIN

2. 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.

3. LECTURE 3 PART 1 – CREATION

4. 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

5. 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.

6. 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.

7. 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.

8. 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.

9. Designing is a structured approach
to generating and developing ideas.

10. BRAINSTORMING

11. 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.

12. 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.

13. BRAINSTORMING GUIDELINES
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.

14. BRAINSTORMING GUIDELINES
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.

15. 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.

16. 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.

17. 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.

18. The result of reality checks
are known as “roughs” or
“design roughs” in field of
Graphic Design.

19. ASSESSMENT TASK 3A – CREATION
THIS IS AN INDIVIDUAL
ASSIGNMENT

20. 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

21. 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