Creating effective graphic communication has many similarities to telling a story. Those who work as ADs, copywriters and graphic designers must capture their readers just as the writer, film director and playwright need to capture their readers, viewers and listeners.
What is a good idea?
It is important for all participants to get the audience to stop and read, watch and listen to the end. In all these situations, the message must take on a characteristic form and originality in order to arouse interest.
A graphic message must have a basic idea. It can be that fun and different way to combine text and image in an ad or that disarming angle of approach in a brochure.
Characteristic of a good idea is that it:
Gives the recipient an aha experience
Creates emotions, such as joy, longing, desire and sympathy
Can be used again and again
That it is simple and developable.
In the creative work at, for example, an advertising agency or a company's own Inhouse agency, new ideas are constantly required. Impulses are sought everywhere and you stay informed about current issues and topics in the outside world that can be idea-creating. You get inspired by pictures, typographic arrangements in books, magazines, art exhibitions and film and so on. It is important to remember that you do not have to invent the wheel yourself every time, but it is possible to combine ideas from others with your own material.
Practical creativity
The practical creative work includes a number of stages or stops, which one must go through: Insight, preparation, maturity censorship, the idea itself and testing.
The creative collaboration
Important in the creative collaboration is: That the working group has the goal clear to it. That you work in an open and trusting relationship. That you make sure to include breaks in the creative work. That you respect the different professional roles that are part of the collaboration. But that you can also disrespectfully have the opportunity to cross borders. That you are extremely sensitive to the idea and its birth.
Fool the brain
The following methods can be used to eliminate dryness of ideas.
The association method, a kind of brainstorming where all ideas are welcome.
The opposite method, where you try to get the idea work started with the help of seeing opposites and conflicts.
Sketching, where the drawing can give completely new ideas.
The back road method, where you try to start with the idea and work backwards towards the necessary conditions.
Force of habit
This power is dangerous. It is important to counteract it and break it with a message in a new form and different content. Do not fall into a job where you do as the industry and consumers expect the products and services to be marketed. By breaking the power of habit, the opportunities to get attention increase.
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