Design for Production

Sangeeta Jain

Lecture 3: Execution

Execution:

Execution is the actual implementation of the Advertising Plan.

It starts with the process of Designing.

Designing is a structured approach to generating and developing ideas.

Ideation is the process by which you can come up with many possible design ideas.

Ideation: Generate & Refine Ideas

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.

Alex Osborn

Brainstorming

Guidelines for Brainstorming:

Think freely.

Freewheeling, 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. By permitting

yourself to think outside the boundaries of ordinary,

normal thought, brilliant new solutions can arise. Some

"wild" ideas turn out to be practical, too.

Guidelines for Brainstorming:

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.

Guidelines for Brainstorming:

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.

Other Ideation Techniques:

Evolution.

This is the method of incremental improvement. New

ideas stem from other ideas, new solutions from previous

ones, the new ones slightly improved over the old ones.

Many of the very sophisticated things we enjoy today

developed through a long period of constant evolution.

Making something a little better here, a little better there

gradually makes it something a lot better--even entirely

different from the original.

Evolution:

Other Ideation Techniques:

Synthesis.

With this method,

two or more existing

ideas are combined

into a third, new

idea.

Other Ideation Techniques:

Revolution.

Sometimes the best new

idea is a completely

different one, an marked

change from the previous

ones. In other words they

could also be called

inventions or discoveries.

Other Ideation Techniques:

Reapplication.

Look at something

old in a new way.

Going beyond

labels and

assumptions and

discovering how

something can be

reapplied.

Other Ideation Techniques:

Changing Direction.

Many creative

breakthroughs occur when

attention is shifted from

one angle of a problem to

another. This is sometimes

called creative insight.

After Ideation, what next?

Select promising ideas. No matter which technique you use to generate 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.

Next Step…

Sketch to think

Sketching of an idea makes you think through a lot of

details. Sketch ways to bring your concept to life early to

figure out how you might take an idea further.

Expand the idea

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.

Next Step…

Do a reality check!

So far, you have been developing your idea without

giving much thought to the constraints you may face

while attempting to realize it. It makes sense to now do a

reality check: look at what’s most important about your

idea and find ways to evolve and develop it further.

Next Step…

Describe your ideas

Once an idea has started to evolve, you may find it

helpful to capture your thoughts in a more structured

format. Consider it a source for thoughts and questions

rather than a finished piece.

At this stage please share your ideas

with your instructor.

Ideation and sketches

Minimum 2 ideas and 5 clear sketches

Due Date: Monday 16th Sep 2013

Assessment Task 3 – Part 1

Make Prototypes:

You have now generated lots of ideas and chosen a few concepts to move forward. In the next phase of the design process you will prototype in order to bring your concepts to life.

Prototypes enable you to make your ideas tangible, share your idea with other people and discuss how to further refine it. Choose the form that suits your idea and media that you have selected best from the list below…

Make Prototypes:

Create a storyboard

Create a diagram

Create an ad

Create a mock-up

Create a model

Create a layout

Any other to suit the media you have identified

Get Feedback:

Feedback is one of the most valuable tools in

developing an idea. Sharing prototypes helps you

see what really matters to people and which

aspects need improvement.

At this stage please show the prototypes

to your instructor and get a feedback.

Prototypes

Minimum 2 for each media

Due Date: Monday 30th Sep 2013

Assessment Task 3 – Part 2

Integrate Feedback:

Feedback is invaluable to developing an idea, but

can also be quite confusing. It may be

contradictory, or may not align with your goals.

Sort through the responses you receive and

decide on what to integrate in your next version.

At this stage, if necessary you may get another

round of feedback from your instructor for the

next version.

Evolution:

Evolution is the development of your concept

over time. It involves planning next steps,

communicating the idea to people who can help

you realize it and documenting it.

The evaluation phase is the one after the design

is published and in which clients and designers

both can determine/measure the success of the

design.

The Final Visuals

Due Date: Thursday 10th Oct 2013

All of the 3 parts of this task together will be graded on 50%

Assessment Task 3 – Part 3