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CONCEPT“How to create a concept?”

Creating concepts is trying to think of ways that the impossible

seems probable!

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what is a concept?

In one sentence:

It is a story…

A concept is a story told with two major components:

Content (what it’s told) and Form (How it’s told)

Note: In relation to (graphic) design, everything is a concept or

an adaption of a concept. From a logo to live events. Everything

tells a story. Preferably the same.

http://en.wikipedia.org/wiki/Form_and_content

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How do you tell a story?

How do you tell a story? Simple.

Every story has a beginning, a middle and an end*.

To get the necessary input, just ask the right questions.

This sounds a little zen, but:

At the heart of every question

lies the answer

http://www.youtube.com/watch?v=hnoJwfnzmqA (Classic Sesame Street)

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How do you tell a story?

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The story beginning

How do you tell a story?

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The story middle

He had a bad temper, and

always in anger.

How do you tell a story?

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The story middle

How do you tell a story?

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The end

A picture tell thousand words

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1+1= 2 (Wrong?)

1+1=11 (Right?)

To get you on your way to asking the right

questions.

Use the 5w’s and H*

Always start every project using this method. The answers

found this way are the guide during a concept project.

They are the starting point of thinking and a checklist when

finishing a project.

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Search google: Is it worth all the trouble?

Watch this brilliant concept. It’s all about the story between

logic and illogic.

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How do The Five W’s and H work in action

Who?

whom is the concept meant. For Be specific. Think in persons, not in groups

What?

What’s the essence? Look beyond the obvious: Insurance companies sells “peace of mind” not insurances

When?

What is the moment the concept is consumed?

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How do The Five W’s and H work in action

Where?

hat is the best way or place to reach its audience?

How?*

What is to be used to give the audience the message?

Why?

The purpose. Why is it important? Try to be poetic in your

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Can you tell me a story through this picture?

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Good concept / pictures tells you more then a thousand words.

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Beware of the why answer!

Why is not How (?)

Lesser gods among us, use a How

answers to a Why question. This a

common mistake.

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Example: Why are polar bears white?

WHY I AM

NOT PINK?

OMG…

Why are polar bears the color they are?

There is no reason to be white.

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Sorry bro, I am

pink!

A how answer is as follows:

Polar bears are white because snow is white. This

sounds right and clear and for most people it is

satisfying.

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You cannot

see me…

A why answer is as

follows:

Polar bears come in any

color as long as it is

successful in its

environment.

If snow where to be

purple. Polar bears

where purple. It is not the

snow that makes him

white it is the ability to

survive that makes him

white. • A GUIDE TO GRAPHIC DESIGN BY MS TINA

How answers leaves less options open, as WHY answers leaves all

options over to think further. And that is what concept thinking is

all about: think further.• A GUIDE TO GRAPHIC DESIGN BY MS TINA

The Creative Brief

• A document used by creative professionals

and agencies

• Develop creative deliverables: visual

design, copy, advertising, web sites, etc.

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THE SAMPLE

A tale of Two Creative briefs - The average one

Background

What is the background of the

project? Why is it being done?

Target audience

What do they already think about

this subject? Is there anything that

should be avoided?

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A tale of Two Creative briefs - The average one

Objectives

What is to be accomplished? How

will this be measured and success

understood? Single message

What is the one thing to tell the

audience? What is the single thing

they should remember about the

offering? How will they believe

what we say?

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A tale of Two Creative briefs - The average one

Mandatory

What are the mandatory elements

such as the client’s logo, address

and so forth.

Deliverables

What is to be used to give the

audience the message? What is

the best way or place to reach this

audience?

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A tale of Two Creative briefs - The average one

Timeline

How soon is this needed? When is it

expected to be done? How many

rounds (revisions) will this project

undergo?

Budget

How much can be spent to get this

developed? Is there any budget

needed to publish/flight the

creative?

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A tale of Two Creative briefs - The average one

Approvals

Who needs to give the “okay”?

The green light

http://www.hongkiat.com/blog/creative-

brief-from-clients/

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Remember: “A good concept is more than the sum of its parts. ”

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A tale of Two Creative briefs - The brilliant one

This how the ideal brief shout be.

Keywords are trust and respect.

Basically, it says:

“ your thing the best Do way you can.”

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Slogan : Eat like you mean it!

So what you think about? What story they want to tell?

Be Creative!

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Slogan : Eat like you mean it!

Very direct message from the brand

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Slogan : Eat like you mean it!So what you think about? What

story they want to tell?

Be Creative!

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Slogan : Eat like you mean it!

Very direct message from the brand

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Classroom exercise

The scrapbookStudent study on the ads that show on the PPT, and describe the

ads. Base on your understanding, the concept and the message

that you get from the ads.

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Final Sum Up

• A concept is a story.

• Ask the right questions

• Why questions make you think.

• Be poetic in your thinking.

• Question everything. Always!

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Please describe the ads.

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Please describe the ads.

• A GUIDE TO GRAPHIC DESIGN BY MS TINA

Please describe the ads.

• A GUIDE TO GRAPHIC DESIGN BY MS TINA

Please describe the ads.

• A GUIDE TO GRAPHIC DESIGN BY MS TINA

Please describe the ads.

• A GUIDE TO GRAPHIC DESIGN BY MS TINA

Please describe the ads.

• A GUIDE TO GRAPHIC DESIGN BY MS TINA

Please describe the ads.

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Please describe the ads.

• A GUIDE TO GRAPHIC DESIGN BY MS TINA

Please describe the ads.

• A GUIDE TO GRAPHIC DESIGN BY MS TINA