Concept to Concept to CompletionCompletionConcept to Concept to CompletionCompletion

The Design ProcessThe Design Process

Definitions• Concept• Idea• Theme• Communicated through a visual

means

Describing and Presenting Ideas

• Literal solution• Lateral solution

– Simile– Antonym– Metaphor

• Other Devices– Omission– Irony– Paradox– Contrast

– “A good concept will rarely repeat the same information graphically and textually. The text and image should be interdependent – that is, each should offer insight into the other, rather than carry the full message in isolation”

• Catching the viewer’s interest– “When you propose a riddle

the viewer will derive satisfaction from resolving it.”

Literal Solution

Simile• ‘x is like y’.• Visually, a

comparison is being made between two objects.

Antonym• ‘x is not like, or is

the opposite to, y’.

• Visually the two objects are been contrasted.

Metaphor• ‘x is y’• Like a simile, one

object adopts another’s qualities as its own

Omission• ‘emphasising x by

its obvious omission’.

• A good trick where the viewer fills the gap

Irony• Where the implied meaning is the

opposite of the literal meaning.

Paradox• Describes a

situation which appears absurd or illogical, but may actually be true.

Contrast• A sudden twist to an idea, a

dramatic change in colours, scale, etc

How do develop an Idea

• Understand the problem (Design Briefs)• Brain Storming• Thumbnails Sketches• Conceptual rough visualisation• Sample

“The path through these steps is not always straight forward”

Design Briefs• A detailed solution to a complex

problem

Brainstorming• This can include;

– Lists of ideas– A mind map

Thumbnails• Thumbnails sketch provide a quick

method to test an idea, to examine the possibilities

• To compare multiple ideas, and contrast their differences

Conceptual rough/Visualisation

• A conceptual rough or visualisation is a more detailed examination of an idea– Storyboarding– Mock-up

Sample• In producing a

Sample the idea or concept is fully realised and developed.

More Samples