“Ideation” may sound like a word abused to fit neatly into the title of a book or seminar, but it actually sums up the concepts presented in ‘Basics Advertising 03: Ideation’ rather well. The word itself conjures both the creative aspects of the processes presented in the book as well as their strategic nature. While reading these chapters there is an emphasis on exploring ideation strategies so that the reader can develop and standardize their creative process. I have already used some of the processes outlined in this book, but I rarely spend enough time exploring before I begin my designs. It occurred to me that developing a creative process was just like drawing, it requires copious amounts of practice to feel natural. I need to explore more methods of divergent thinking, so that I can find the one’s that work and incorporate them into my work.
“The beauty of wild ideas is in their capacity to serve a springboard for lateral thinking” (pg. 16)
While there were many creative exercises illustrated in our reading, two of them stood out to me as ones that might be particularly useful.
The first method mentioned was “Mind Maps”(Word Maps), this is a technique that I have already used, but to varying levels of success. This technique involves identifying a central theme or design prompt and branching off into other ideas that relate. Once you have your related terms you can then examine them, and begin branching off those terms. The idea is to discover concepts that are removed from your initial idea but still vaguely connected. I have used this method before, but I tended to end up with a lot of synonyms, rather then divergent concepts. The example shown in this book incorporated sketches and use of color to branch out from the initial concept. I think that incorporating more imagery into my word maps will make the process more fun and more productive.
The other method that I found most appealing is something that I have never tried, but look forward to incorporating into my creative process. This process involves taking random words or images and applying them to your central idea or concept. You begin by randomly writing down words or selecting stock images. After you have a large collection you choose one word or image randomly. Once you have your randomly generated word or image you write down a page of ‘action’ or description sentences. Now you are likely armed with an array of strange concepts and imagery that you can apply to your central idea or concept that will help you examine it from a radically different point of view
I’m looking forward to trying out a few of the processes outlined in this book to see what will work for me. More so, I look forward to developing my creative process to the point that I won’t even have to think about how I am going to approach my next assignment, design, or personal project.
Below are some example of my current design/thumbnail process. Not show: 3 pages of really bad ideas.