Certainly the use of photos/type/designs (in so called "mood boards") not ideas to narrow the focus and raise questions in the early stages of developing ideas has it's place for a particular breed of client and can save many many days of design. This is just a small part of the briefing stage, but it does help to get everyone to agree on what the target audience likes, dreams and so on.
From a long-term perspective, I don't believe ideas can run out...some of our roles may change though and we should adapt accordingly. We've been evolving for millions of years, it's a natural process.
In the end I am all for the value of ideas and not taking short cuts. Do what you love and leave that "competitive world of Graphic Design" to the people that download the latest version of CS when it first comes out...
The clients/businesses/organisations/ideas that you want to work with will find you.
*"Do what you love and leave that "competitive world of Graphic Design" to the people that download the latest version of CS when it first comes out...
The clients/businesses/organisations/ideas that you want to work with will find you."*
I over heard a group talking about an online site where you can download indesign templates for magazine spreads and news paper columns, all the so called designer has to do is plug in his or hers information and there you have it! Job done!
Where is the creativity in that? What can one possibly learn about creativity by simply clicking a button and copieing and pasting?
There are plenty of new idea's out there! You just have to be willing to back to the basics, put your computer away and find a different source of inspiration.
Looking forward to your 'Bev and the Beanbag' post Clinton.
After reading this I think it's worth distinguishing ideas from tone-of-voice.
An idea is a finished thought, visualised as a short sentence or a sketch. Tone-of-voice (aka Discovery) is when all the mood boards and hard drives and internets happen. Defining the ideas tone-of-voice is influenced by the idea, the brand, and the context. Will this idea/product/message be most effective if it's shouted or whispered, and how do I visualise that? Tone-of-voice is followed by execution but that requires no explanation here.
I think design studios undervalue the separation of idea creation and discovery as two separate processes. While good design studios do produce conceptually-strong work, the emphasis is still on visual execution – that's why it's a design studio and not an advertising agency. If we can agree that a great design studio is one that delivers great ideas along with great design, two things that can be done to achieve this are: 1) Get your designers thinking like copywriters and art directors (give them Whipple, send them to AWARD school); 2) Structure a project's timeline so it distinguishes the different processes of idea creation, discovery and execution.
btw ppl if you think you're working in or know a design studio that is using agency creative process please share.
I don't think designers lack the ability to come up with new ideas. From personal experience working with many creatives over the years what separated the good from the average designer was their ability to sell their new idea to the client. Because it's just not about new ideas, but new-ideas-that-will-make-a-shit-load-of-(insert goal here). (And the ideas have to have a track record of success and not cost too much and be approved by all 20 project managers without a single change request).
I think new ideas aren't just the responsibility of smart designers, but also smart clients.
Interesting article. 'Collecting' is nothing new and is an essential part of creativity. Yes new technologies made things easier and definitely faster, the old school black book (note / sketch book) full of sketches flyers and other memorabilia are nothing different. But it's about collecting inspiration and not solutions. I am a graphic designer and I 'collect' stuff that I find interesting and/or stimulates me. I am not interested in solved solutions, read; design by others, but inspiration that excites me pushes me and boosts my ambition. I find this in art, nature, music and for example stories... and not in online portfolios!
It's simple, design follows concept. Concept driven design solves itself.
and I could go on and on....
3Deep - 2010 Melbourne festival - oeps?????
Gallery of Australia and it's new identity by Naked Communications?????????
Once again I am shocked to see another potential beautiful project getting ruined by eeeuuhhh a communications agency....
Funny how the new ID is discussed on all ad related blogs (Campaign Brief, AdNews etc.) but gets ignored by the design community... no I am not naive... Naked has of course very good relations with all ADVERTISING blogssss
Guys please stop 'designing' and focus on submitting funny videos to The Gruen Transfer...
Sorry not really related or wait actually it is... http://www.underconsideration.com/brandnew/archives/moca_reverts_to_the_1980s.php
This article is a good thought provoking kick up the pants and a reminder that is sorely needed.
If Asimov sees that sooner or later there will be a sea of indistinguishable bits of visual communication and they come at us at the speed of light, it won't necessarily mean that our ability to receive this information will be likewise. The greek philosopher Heraclitus said: 'No man ever steps in the same river twice, for it's not the same river and he's not the same man.' Unless we become robots ourselves where the information is there to be processed for us only to move on with our robotic task. Essentially flatlining. I agree as you've mentioned, that an idea no matter how many rehashes its been through, can mean something to someone the first time, or the next when they let the piece of communication really sink in. And this is the recurring cycle, so as long as there are problems there will be progress and ideas.
By taking a step back and considering all that is currently in front of us I might ask this question. Do we need new ideas? Maybe what we need to do is dig up old and put-to-the-side ideas and nurture those for a while. An idea that was too confronting, or too simple, or too elaborate might be a progressive step if revisited and made relevant.
I see references as an essential part of a designers toolbox, although references remain references until they are passed through the (designer/thinker/creator) in which the end result resembles a carbon copy of the initial reference or a unique piece of communication depending on the quality of that designer/thinker/creator.