People can become creative if they give “ a kind of permission to be ourselves, to fantasy, to let loose, and to be crazy, privately.(Every new idea looks crazy at first)…. A creative person has a fusion of primary and secondary processes; both conscious and unconscious; both of deeper self and of conscious. (De Bono 1970

Identify the Problem What's the purpose of the project? Information? Entertainment? Education? To attract attention? To create an image or identity? To make life easier? To beautify? To fix a problem? To provide a service? What are the requirements or specifications? Size, colour, dimensions, budget, quantity, materials. When it is required? Due dates? Cost restraints? Material constraints? Who is the target audience? Students? General Public? Parents? Staff? Age? Male/Female? Income? Level? Where do they live? Why is it necessary Innovation? Upgrade? Variety? For a mark in this course? Define the problem, be specific. Try to capture it in one question

Gather Information Talk to your client Use information from researches that have gone before you. Do not copy but be inspired by other work done before you. Gather reference material, models, samples and examples. Keep a file of inspirational material. Record information Establish a plan of procedures, look into the "state of the art" by examining other solutions on the web.

IDEA GENERATING

Brainstorm Create a list of lead questions (Use the 5 w’s + H again) Lists of as many solutions as possible, quantity is desired Be spontaneous, do not edit your self, record your ideas Withhold criticism by suspending judgement, participants will feel free to generate unusual ideas Let your ideas lead you to other areas focus on extending or adding ideas, build on your ideas Welcome unusual ideas, the wilder idea the better Combine and improve ideas- good ideas may be combined to form a single better good idea 1+1=3 Use mind maps Sketch on paper Group brainstorming generates a large number of ideas for a solution of a problem (developed in1930by Alex Osborn in Applied Imagination)

Structured graphic representation of words and ideas produced by brainstorming A person starts in the middle of the page with the main idea, and works out in all directions, producing a growing and organized web like structure composed of key words and images Each idea becomes a centre of a new web map. The mapping allows you to write down your ideas quicker than expressing them in words or phrases. Once the words and ideas flow there is a need to cluster or group them

Mind maps (developed by Tony Buzan) A mind map is a diagram used to represent words, ideas, tasks, or other items linked to and arranged radially around a central key word or idea. Mind maps are used to generate, visualize, structure, and classify ideas, and as an aid in study, organization, problem solving, decision making, and writing. Is another way of creating individual brainstorming

Find connections Use of lines, colours, arrows, and branches can be used to indicate relationships between the ideas generated the mind map. Mind maps help organize the information, once all the ideas and visual information are on the page you can start finding further connections and start creating new ideas or images.

There are some simple rules for mind mapping: Use just key words, or wherever possible images. Start from the center of the page and work out. Draw quickly on unlined paper without pausing, judging or editing Make the center a clear and strong visual image that depicts the general theme of the map. Draw Primary Branches from the Central Image. Create sub-centers for sub-themes. Put key words on lines. This reinforces structure of notes. Begin secondary branches, adding additional lines and words. Print rather than write in script. It makes them more readable and memorable.

Use symbols, drawings, and colours to add life to your mind map. Use color to depict themes, associations and to make things stand out. Anything that stands out on the page will stand out in your mind. Be bold in your use of colours. Be bold in your thinking Use arrows, icons or other visual aids to show links between different elements. Don't get stuck in one area. If you dry up in one area go to another branch. Put ideas down as they occur, wherever they fit. Don't judge or hold back. Break boundaries. If you run out of space, don't start a new sheet; paste more paper onto the map. (Break the 8x11 mentality.) Be creative. Creativity aids memory. Get involved. Have fun.

Evaluation of Preliminary Work Whittle down the ideas generated to 5 good ideas Evaluate these ideas generated and compare each solution to the design criteria, refining and modifying as required Do your ideas satisfy the requirements Try and choose one to three and develop it further, possibly present these to the client (thumbnail sketcher- see next slide)

THUMBNAIL SKETCHES- small sketches for example-3” x 3” CONCEPT DRAWINGS ROUGH PRELIMINARY DRAWINGS MOCK UPS AND PROTOTYPES PRELIMINARY PLANS FOR CLIENT TO REVIEW

The solutions (e.g., by testing, modelling, and documenting results), possible revisions, and then choosing the best one. Sometimes 3 ideas are presented to the client for their feedback which may result in further revisions For the record album show me a few different ideas before you begin looking for graphics.

The solution, using one or more of the following: final drawings, technical reports, electronic presentations, flow charts, storyboards, mockups, prototypes, and so on. Communicate these ideas to the client. For the record album, a final 9” x 9” 72 ppi album cover that meets your goals is geared towards your target audience shows your skills in photoshop has a strong composition based on the terms we have studied. You must always include: your original images a step by step diary on the photoshop techniques and tools you used, a reflection stating explaining your composition (elements and principles) on how you met the goals of the project Your review sheet hat you would fill in in the middle of your assignment Your research and brainstorming work

on the final solution and repeat the design process if necessary to refine or improve the solution. In this classroom = there is always resubmission after the initial evaluation

Firstly we want to express the all the aspects in the logo plus the idea that Bettencourt will be a key (the solution) to the environment problems.

Real life example of the Design Process

However, another meeting with the client (here is our lecturer) has taken us to a point that our designs have some problems: + If we want to put all the idea into one logo, the logo will not have any strong impact, because all the elements are equally important. +the Bettencourt word looks like have been divided in to 2, the B and the ettencourt. + Client however likes the idea of the first “B” only without the “ettencourt”, and they like how we put 2 leaves inside the B shape instead of using the counters as usual. And the leaves themselves have special meaning too.

After coming back home and refine our logo, we have this final one: We choose to present the pictorial typed logo next to the signiture, because Bettencourt company is a new thing to most of people, and if the B shape stand alone, they will not be able to know what is the company and what they are doing. We recommend the company to use this at the first time when they used the new logo, after a while when they have already gained popularity, they can drop the signature and keep the pictorial part.

The pictorial part only, have some hidden meanings: the two leaves represent two aspects in the company business. B shape is for Bettencourt (ofcourse!) Round shape is for protecting and make the B stronger, more appealing, and plus circle will never goes out of style you can believe that the logo can live long. +The only green leaf (which is also the only element in green in the whole logo) represent the nature and the specialized service of Bettencourt, which their competitors do not have. +The brown leaf is for the product, brown is the color of wood, bamboo, coconut,.. which are the product materials. Putting 2 leaves inside the B and the B inside the circle mean B company will be strong with their 2 concern aspects