Design is about getting the right idea, and getting the

Design is about getting the right idea, and getting the

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"Design is about getting the right idea,
and getting the idea right."
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THE DESIGN PROCESS
1.
the creative brief
2.
the concept
3.
techniques
4.
visualizing ideas
5.
executing the concept / idea
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. the creative brief
a roadmap for success
A creative brief contains an outline of the clients requirements. This includes all the
information a creative needs concerning the clients brand, product or service, the target
market, the pitch deadline, the media to be used in the ideas, and any award the client
wishes to offer the author of the winning idea.
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. components of the creative brief
a.
general parameters - budget, deadlines, deliverables
b.
the specific problem that needs to be solved - direct mail, website, corporate identity
c.
a brief overview of the organization - what do they do
d.
a list of business and design objectives - what do they want to accomplish
e.
the target audience and demographic information - gender, age, education, income
levels, hobbies, preferences, type of visual imagery
f.
the unique attributes of the product or service the company offers - perceptions of
the customers, why the customer would choose this product
g.
the competition - competing companies, products or services
h.
creative approach - visual problems and the steps the designer will take to solve it
ADVERTISING
IKEA
SPONSORED BY
AGENCY.COM LONDON
CREATE A VIRAL ADVERT TO INCREASE LOYALTY AMONGST
IKEA’S YOUNG FEMALE AUDIENCE
The brief
Create an advert suitable for viral marketing
to attract new customers and create loyalty
amongst Ikea’s young female audience.
Proposition
Don’t let expensive designer furniture ruin
your life!
What is viral?
Viral is a consequence, not an action. If you
ensure your idea is entertaining, fun and
interesting, it will work. But don’t call it viral
until your audience does.
Considerations
The success of a viral campaign is down to
many contributing factors. The idea is of
course a priority, but making your content
universally accessible will of course increase
its popularity. Similarly, if it is available in
every format on every conceivable device
then people can consume it in the way they
want to. Try and keep the file size low so
that it is easily distributed. The use of IKEA’s
logo is optional.
Mandatory requirements
One execution only.
Tone of voice
Subversive, straightforward, different and
mischievous.
Target audience
Primarily style-conscious females aged
20-35 years old who lead active social lives.
They are either first time buyers or live in
house shares and want their home furnishing
to be fashionable and contemporary, to
reflect their personalities and lifestyle.
Background
IKEA provides affordable, well-designed
furniture solutions that help inspire you to
create and keep up to date your perfect
home. We believe that furniture doesn’t
always have to be expensive to look great.
IKEA’s goal is to gain leadership in the
market by being perceived as partners that
provide affordable home furnishing solutions
and help create a better everyday life
at home.
Deliverables
Mac-compatible CD which runs in Quicktime,
Director, Flash or any HTML-supported web
browser only. Files must not exceed 10 MB
in total.
Further information
demo.fb.se/e/ikea/dreamkitchen/site/
default.html
www.ikea.com/ms/sv_SE/stockholm_launch/
campaign/index.html
www.viralchart.com/media/clips/
roadrage03.mov
www.elitedesigners.org
www.lifeoutsidework.co.uk
www.ikea.com
IKEA’s logo is available to download from
www.dandad.org/studentawards07
Brief set by
Paul Banham, Agency.Com London
The prizes
• First – £1,000 (US$1,800/€1,400), D&AD
Student Yellow Pencil and Certificate plus
free D&AD membership for one year
• Second – £400 (US$720/€560),
D&AD Student Yellow Pencil and Certificate
• Commendation – £250 (US$450/€350)
and D&AD Certificate
• All shortlisted and winning entries are also
published in the D&AD Student Annual
Full details of the competition are included
in the Terms and Conditions document,
available to download at
www.dandad.org/studentawards07
09
The brief
Create an advert suitable for viral marketing
to attract new customers and create loyalty
amongst Ikea’s young female audience.
Proposition
Don’t let expensive designer furniture ruin
your life!
What is viral?
Viral is a consequence, not an action. If you
ensure your idea is entertaining, fun and
interesting, it will work. But don’t call it viral
until your audience does.
Considerations
The success of a viral campaign is down to
many contributing factors. The idea is of
course a priority, but making your content
universally accessible will of course increase
its popularity. Similarly, if it is available in
every format on every conceivable device
then people can consume it in the way they
want to. Try and keep the file size low so
that it is easily distributed. The use of IKEA’s
logo is optional.
Mandatory requirements
One execution only.
Tone of voice
Subversive, straightforward, different and
mischievous.
Target audience
Primarily style-conscious females aged
20-35 years old who lead active social lives.
They are either first time buyers or live in
house shares and want their home furnishing
to be fashionable and contemporary, to
reflect their personalities and lifestyle.
Background
IKEA provides affordable, well-designed
furniture solutions that help inspire you to
create and keep up to date your perfect
home. We believe that furniture doesn’t
always have to be expensive to look great.
IKEA’s goal is to gain leadership in the
market by being perceived as partners that
provide affordable home furnishing solutions
and help create a better everyday life
at home.
Deliverables
Mac-compatible CD which runs in Quicktime,
Director, Flash or any HTML-supported web
browser only. Files must not exceed 10 MB
in total.
Further information
demo.fb.se/e/ikea/dreamkitchen/site/
default.html
www.ikea.com/ms/sv_SE/stockholm_launch/
campaign/index.html
www.viralchart.com/media/clips/
roadrage03.mov
www.elitedesigners.org
www.lifeoutsidework.co.uk
www.ikea.com
IKEA’s logo is available to download from
www.dandad.org/studentawards07
Brief set by
Paul Banham, Agency.Com London
The prizes
• First – £1,000 (US$1,800/€1,400), D&AD
Student Yellow Pencil and Certificate plus
free D&AD membership for one year
• Second – £400 (US$720/€560),
D&AD Student Yellow Pencil and Certificate
• Commendation – £250 (US$450/€350)
and D&AD Certificate
• All shortlisted and winning entries are also
published in the D&AD Student Annual
Full details of the competition are included
in the Terms and Conditions document,
available to download at
www.dandad.org/studentawards07
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. the concept
the necessary foundation of any good design
Design is the process of eliminating ineffective ideas or concepts in order to narrow the
possibilities to a few strong ones.
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. techniques
1.
stream of consciousness - list of thoughts
2.
idea tree - visual structure (mind maps)
3.
dictionary / lexicon / internet - translating written ideas into visual symbols and metaphors
4.
combination of ideas - mixing ideas together ( mario pricken 2001 )
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. idea tree
*
2 min
1
2
3
4
5
6
7
*
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DREAMTEAM . rules of the creative process .
1.
a motivating briefing
2.
use the 5 senses
3.
clear objectives
4.
separate the phases of creation and evaluation
5.
avoid killer of ideas
6.
visualization of ideas
7.
development of ideas
mario pricken 2001
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DREAMTEAM . rules of the creative process .
8.
find the positive in the ideas of the others
9.
enjoy mistakes and failures
10.
persistence
11.
develop the sense of humor
12.
take a rest before evaluation
13.
selection of ideas
14.
implementation of ideas
mario pricken 2001
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hs18_vorschau.jpg
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KICKSTART . a tool catalog .
mario pricken 2001
1.
without words
15.
invitation to play a game
2.
combine and connect
16.
absurd, surreal and bizarr
3.
camparison
17.
accept sth. at face value
4.
repetition and numeration
18.
change the product
5.
exaggeration
19.
alternative application
6.
rotation of 180°
20.
ambiguity
7.
omission and insinuation
21.
play with words
8.
optical illusion
22.
reframing
9.
provocation an shocking
23.
metaphers and analogies
10.
effect of time
24.
to go beyond of scope of classic advertizing
11.
change of perspective
25.
12.
persiflage and parody
13.
symbols and signs
14.
history around the product
alternitive forms of advertizing
SIN PALABRAS
. mercedes . leo burnett london
SIN PALABRAS
. weru
volkswagen
AFRONTAMIENTO COMPARATIVO
. head & shoulders . saatchi & saatchi singapore
AFRONTAMIENTO COMPARATIVO
. cesar . bbdo sao paulo
REPETICIÓN Y ACUMULACIÓN
. free tibet . euro rscg suiza
EXAGERACIÓN
. vw bus . ogilvy & mather sur africa
EXAGERACIÓN
. pepsi light . bbdo düsseldorf
EXAGERACIÓN
. weru
VOLTEAR 180 GRADOS
. heinz tomat ketchup . leo burnett paris
PROVOCACIÓN Y SORPRESA
. adopt today . suburban advertising new jersey
PROVOCACIÓN Y SORPRESA
. NOAH . heimat berlin
JUGAR CON EL TIEMPO
. volkswagen ag . ddb berlin
CAMBIO DE PERSPECTIVA
. aruba . lew sao paulo
SÍMBOLOS Y SIGNOS
. runner spoint . jung von matt hamburgo
VEN Y JUEGA
. todays . gilliat paris dallas
VEN Y JUEGA
. wrigleys extra smile . bbdo düsseldorf
CONTAR HISTORIAS
. upc . lowe brindfords estocolmo
ABSURDO, SURREALISTA, EXTRAÑO
. lynx / axe . bartle bogle hegarty londres
MODIFIQUE EL PRODUCTO
. fisherman´s friend . ogilvy & mather bankok
DOBLES SENTIDOS
. tam airlines . dm9 ddb sao paulo
JUGAR CON LAS PALABRAS
. roca . casadevall pedreno & prg . barcelona
JUGAR CON LAS PALABRAS
.dhl alemania
REUBICACIÓN
. durex . mcann erickson barcelona
METÁFOROS Y ANALOGÍA
. renault crash test . tv spot
SALIRSE DEL MARCO
. kinshield . bmp ddb ltd. londres
MEDIOS ALTERNATIVOS
. p.i.t. . jung von matt hamburgo
MEDIOS ALTERNATIVOS
. celosía . jung von matt hamburgo
MEDIOS ALTERNATIVOS
. smint international . tandem campmany guasch ddb barcelona
EL HUMOR
. nur die strumpfhosen
EL HUMOR
. hornbach . heimat berlin
EL HUMOR
. rolo . lintas amsterdam
EL HUMOR NEGRO
. cinemaxx . jung von matt hamburgo
EL HUMOR NEGRO
. cinemaxx . jung von matt hamburgo
EL HUMOR NEGRO
. american express . ogilvy & mather
EL HUMOR NEGRO
. odorex . fhv / bbdo amsterdam
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. visualizing ideas
essential to solving design problems
drawing . sketching . thumbnails
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. executing the concept / idea
time to turn to details / computer
. Adobe Photoshop - editing tool and image manipulation
. Illustrator - vector artwork
. InDesign - page layout and design program for longer publcations
. Flash / Director / Processing - programs for interactive application
. Final Cut / After Effects / Premiere - video editing tool
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. presenting design solutions
the prove that the visual solution works
To generate excitement, acceptance, and approval, ideas must be refined and
executed in full-color, rendered mockups (models) that helps clients visualize the
final design solution.
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a. example
presenting design solutions . new logo . furniture store bett & couch
BE44
BE 4 4
BE44
COUCH
COUCH
COUCH
BE44 COUC(
B% 44
BE 4 4
COUCH
BE44 COUCH
BE 4 4 COUCH
BE 4 4
COUCH
BE 4 4
COUCH
`ˆiÊiˆ˜ÀˆV…ÌiÀ
`ˆiÊiˆ˜ÀˆV…ÌiÀ
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b. example
presenting design solutions . new brand image . Sheridan`s Lattés
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c. example
design process . icons for smart2go . nokia group
. briefing : Create new Point of Interest Icons for the navigation software Smart2go .
. sketching . visualizing in computer . final solution ( 1 of 8 main icons )
------------------------------------ >
. sketching . visualizing in computer . final solution ( 1 of 8 main icons )
------------------------------------ >
. presenting results ( 8 main icons )
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. presenting results
. presenting results
. final results
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. thanks
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annelie franke
foto . concept & design
www.anneliefranke.de