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• A GUIDE TO GRAPHIC DESIGN BY MS TINA
CONCEPT“How to create a concept?”
Creating concepts is trying to think of ways that the impossible
seems probable!
• A GUIDE TO GRAPHIC DESIGN BY MS TINA
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
• A GUIDE TO GRAPHIC DESIGN BY MS TINA
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)
• A GUIDE TO GRAPHIC DESIGN BY MS TINA
How do you tell a story?
• A GUIDE TO GRAPHIC DESIGN BY MS TINA
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?
• A GUIDE TO GRAPHIC DESIGN BY MS TINA
The story middle
How do you tell a story?
• A GUIDE TO GRAPHIC DESIGN BY MS TINA
The end
A picture tell thousand words
• A GUIDE TO GRAPHIC DESIGN BY MS TINA
• A GUIDE TO GRAPHIC DESIGN BY MS TINA
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.
• A GUIDE TO GRAPHIC DESIGN BY MS TINA
Search google: Is it worth all the trouble?
Watch this brilliant concept. It’s all about the story between
logic and illogic.
• A GUIDE TO GRAPHIC DESIGN BY MS TINA
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
• A GUIDE TO GRAPHIC DESIGN BY MS TINA
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.
• A GUIDE TO GRAPHIC DESIGN BY MS TINA
• A GUIDE TO GRAPHIC DESIGN BY MS TINA
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.
• A GUIDE TO GRAPHIC DESIGN BY MS TINA
• A GUIDE TO GRAPHIC DESIGN BY MS TINA
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?
• A GUIDE TO GRAPHIC DESIGN BY MS TINA
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?
• A GUIDE TO GRAPHIC DESIGN BY MS TINA
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?
• A GUIDE TO GRAPHIC DESIGN BY MS TINA
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/
• A GUIDE TO GRAPHIC DESIGN BY MS TINA
Remember: “A good concept is more than the sum of its parts. ”
• A GUIDE TO GRAPHIC DESIGN BY MS TINA
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.”
• A GUIDE TO GRAPHIC DESIGN BY MS TINA
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
• A GUIDE TO GRAPHIC DESIGN BY MS TINA
Slogan : Eat like you mean it!So what you think about? What
story they want to tell?
Be Creative!
• A GUIDE TO GRAPHIC DESIGN BY MS TINA
Slogan : Eat like you mean it!
Very direct message from the brand
• A GUIDE TO GRAPHIC DESIGN BY MS TINA
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.
• A GUIDE TO GRAPHIC DESIGN BY MS TINA
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!
• 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.
• 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