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2019 Think Week 4
1
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THINK
Week 6
The creative process
start...
Brand communication is a voice. It humanises any brand to be able to create real and relevant conversations with people. Connections that may last a moment or that last for a lifetime.
Today we're going to look at:
How do creatives think, plan and craft?
"The myth of the creative genius is resilient. We believe that great ideas pop fully formed out of brilliant minds, in feats of imagination, well beyond the abilities of mere mortals." - Tim Brown (Harvard Business Review, 2008)
"The myth of the creative genius is resilient. We believe that great ideas p...
Creative people often struggle to explain where they get their great ideas from
To understand how these "sparks of genius" are fuelled and ignited we need to understand how creative people think.
To understand how these "sparks of genius" are fuelled and ignited we ne...
Previously I mentioned that great design and brand communication oft...
Previously I mentioned that great design and brand communication often seems as obvious as common sense... but how did someone arrive at this obvious solution?
The answer probably lies with creative people's ability to make connections between seemingly unrelated pieces of information.
The answer probably lies with creative people's ability to make connectio...
This has to do with the way in which they think. Abductive Reasoning.
According to Wikipedia:
Abductive Reasoning is a form of logic...
According to Wikipedia:
Abductive Reasoning is a form of logical inference which starts with an observation then seeks to find the simplest and most likely explanation
The number and type of unusual connections one is able to make greatly depends on the knowledge one has in the first place.
The number and type of unusual connections one is able to make great...
Most creative people are generally characterised as curious, fearless explorers who observe and engage with the world around them.
Most creative people are generally characterised as curious, fearle...
What this means is...
Read. Learn. Explore. Find out stuff. Watch documentaries. Learn new things continually!
What this means is...
Read. Learn. Explore. Find out stuff. Watch documentari...
Everyone knows - Public Service Commercial for the Western Ca...
Everyone knows - Public Service Commercial for the Western Cape Government
https://www.adforum.com/award-organization/6650341/showcase/2017/ad/34549709
How do you think the creative team came up with this?
Where do great ideas come from?
How do you think the creative team came up with this?
Where do great ide...
You have 3 objects lying on a table in front of you: an orange, a knife and...
You have 3 objects lying on a table in front of you: an orange, a knife and a candle.
What could you make from these objects?
Make sure you take a look at the prescribed material in your module guide:
Martin, R. 2009. What is design thinking anyway
Make sure you take a look at the prescribed material in your module gui...
Also take a look at p4-5 of Graphic Design Thinking: Beyond brainstorming. Lupton, E. 2015
Also take a look at p4-5 of Graphic Design Thinking: Beyo...
Creative ideas without action remain just that - ideas.
To create, one must be able to switch between creative thinking and critical thinking.
Creative ideas without action remain just that - ide...
Double Diamond
You start with a general broad problem - which might be; How might be curb drunken driving?, or how might we attract more visitors to the zoo?
You start with a general broad problem - which might be; How mig...
The focus at the start is on discovering a multitude of possibilities ranging from the mundane to the crazy!
The focus at the start is on discovering a multitude of possibilities rangi...
A possibility that might seem impractical or outrageous may well turn out to offer an innovative yet simple answer to the problem.
A possibility that might seem impractical or outrageous may we...
Once many different possibilites have been generated, you look at them critically and see which will answer the problem or goal.
Once many different possibilites have been generated, you look at th...
The more one knows about the brand, and the needs, values and expectations of the audience - the better one can tailor a solution.
The more one knows about the brand, and the needs, values and expectations of t...
All of the information and insights gained from research are then used to define a strategy that is creative and speaks to the problem or goal
All of the information and insights gained from research are then used to define...
At research stage, insights, even strategy - we still don't have any idea of the final solution!
At research stage, insights, even strategy - we still don't have any id...
After the strategy has been defined, there is a new cycle of creative thinki...
After the strategy has been defined, there is a new cycle of creative thinking generating as many ideas as possible . Here we test, prototype and explore 100's of options.
Iteration is a fundamental of good design. Ideas and prototypes are narrowed down and refined more and more
Iteration is a fundamental of good design. Ideas and prototypes a...
This process of alternatively creative and criticl thinking cycles, is called t...
This process of alternatively creative and criticl thinking cycles, is called the creative process. Various models exist.
We suggest the Double Diamond model.
Marble by Grid Worldwide
How did the creative team manage to generate so many good ideas that all play on one single word?
How did the creative team manage to generate so many good ideas that a...
How did they manage to achieve consistency across all different platforms?
How did they manage to achieve consistency across all differe...
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