Design is about getting the right idea, and getting the
Transcripción
Design is about getting the right idea, and getting the
* "Design is about getting the right idea, and getting the idea right." * THE DESIGN PROCESS 1. the creative brief 2. the concept 3. techniques 4. visualizing ideas 5. executing the concept / idea * . 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. * . 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 * . 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. * . 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 ) * . idea tree * 2 min 1 2 3 4 5 6 7 * * 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 * 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 * hs18_vorschau.jpg * 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 * . visualizing ideas essential to solving design problems drawing . sketching . thumbnails * . 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 * . 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. * 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 `iÊiÀV ÌiÀ `iÊiÀV ÌiÀ * b. example presenting design solutions . new brand image . Sheridan`s Lattés * 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 ) * . presenting results . presenting results . final results * . thanks * annelie franke foto . concept & design www.anneliefranke.de