Ideation

the idea generation or ideate stage sees concepts created that may solve the design
problem.

This is the part of the design process where creativity is unleashed.

Ideation seeks to generate concepts that will be worked up and resolved in subsequent
process stages.

Creativity conveys a sense of pure inventiveness and knowing no bounds, yet graphic
design requires applied creativity directed towards a specific end
Ideation

Basic design directions

Starting from a given point designers can think in specific directions in order to generate
new ideas or new ideas from existing designs.
DIVERGENT THINKING
CONVERGENT THINKING
TRANSFORMATION
Ideation

Themes of thinking
Designers often have to face the challenge of fitting large quantities of information into
formats with limited space. Several tenets can be used to inform the design process and
help overcome this challenge.
KISS
FOCUS
PHYTON PHILOSOPHY [beautiful is better than ugly; simple is better than complex;
sparse is better than dense; readability counts; and refuse the temptation to guess]
WHITE SPACE
TEXT MINIMIZATION
ERGNOMICS
TIMTOWTDI
Ideation

Inspiration and references

Inspiration is essential in any creative activity and design is no exception.
Inspiration is key to the generation of exciting design ideas and design professionals
draw inspiration from innumerable sources.

An ideas book is a collection of cuttings, photos, sketches, colour

swatches, typographic examples, scribbled ideas, words and found objects
that are accumulated to inspire.
An ideas book may be a general collection that is continuously added to or
it may be made as part of the preparation for a specific project.

*REFER ART MOVEMENTS

Ideation

Brainstorming
Brainstorming is a creative group approach to developing ideas and
originating solutions during the ideate stage.

Brainstorming seeks to generate many different ideas that are subsequently

trimmed back to a few possibilities for potential development.

The brainstorming process starts by defining the problem to be addressed,

selecting group participants that will address it, and forming questions with
which to stimulate the creative process.
Ideation

Brainstorming Rules

Do not criticise: Criticism prevents people from making suggestions and

voicing options. Any idea is valid in brainstorming.

Keep the process manager-free: the presence of line managers may inhibit
the flow of ideas.

Avoid resolve: do not start working up or resolving an idea that looks like a
possible leader during the session. Instead, carry on generating ideas during
the allotted time. Ideas can be resolved following the evaluation stage.
Ideation
Brainstorming Rules

Work to a target: a numerical target helps idea generation as participants

move away from standard thinking on the subject in order to achieve it.
Focus on quantity not quality.

Clock watch: set a time by which the session should end. This helps to keep the
pressure on, forcing more ideas to be generated.

Let go: participants must not be afraid of offering odd, wacky or wild ideas,
although this does not mean participants should not take the session seriously.

Be inclusive: the session chairperson should prevent any group members from
dominating the session and should encourage all members to contribute.
REPRESENTATION TECHNIQUES
Representation techniques helps the designer to conceive his creative ideas in to a aesthetically,
appealing and convincing visual vocabulary that will enable a design to communicate effectively.

The different representation techniques are:

Images
Signs
Appropriation
Visual metaphors
Words
Humor

GRAPHI
DESIGN
IMAGES
a picture paints 1000 word

Images have the ability to convey an idea or a lot of information

very quickly.
Images are the prominent part in design
Spend adequate time on image selection and presentation.

GRAPHI
DESIGN
SIGNS
Sign is powerful communication device
It can be easily recognized and can covey complex concepts in a simple
fashion
Signs convey meaning through processes of semiotics

2 PARTS
Signifier <physical sign/form>

Signified <meaning/ concept it represents>

GRAPHI
DESIGN
APPROPRIATION
When a designer incorporates or annexes an element from another design
in a piece of work.
Types :
Imitation (copy, reproduction)
Adaptation (modifying an original work)
Parody (the design that mocks an original work through the use of humor)
Distortion (deformation of shape or object)

GRAPHI
DESIGN
HUMOR
Designers can create amusing or funny designs to help establish a
relationship with target audience
People have a great capacity to find humor in even the strangest and
most unlikely of places.

GRAPHI
DESIGN
VISUAL METAPHORS
A visual metaphor refers to something it typically does not denote in order to
imply a similarity to something else

GRAPHI
DESIGN
WORDS
Words can be used in many ways to communicate a message
They can make it easily understand or can provide a number of different
possible meanings
Our choice of words and language and the tone with which we deliver
them all offer deeper meaning to what we are saying.

GRAPHI
DESIGN