little notes on creativity; brainstorming, the outrageous opposites · pdf filelittle notes on...

Little Notes on Creativity;

Brainstorming, the Outrageous Opposites

and the Power of Free Association

Spring 2015 Jülide Aksiyote Görür

Let us create!Let us design!

Let us design an object!

Let us design a building!

Let us design a dress!

Let us design a website!

You have the qualifications to design a website.

You know all the software there is to design a website. You took web design classes at school. You look at different websites everyday, you know what a website looks like.

Let us design a website!

Let us design me a website!

Let us design me a website that promotes my profession, showing examples of my work in a very clean, clear, organized way, using black, white, gray and yellow only!

Let us design me a website that promotes my profession, showing examples of my work in a very clean, clear, organized way, using black, white, gray and yellow only!

the client

whatwhy

how

Let us design the face of a company!

Understanding who you are designing for...

Corporations are like people with individual characteristics, cultural impressions, and philosophies.

Illustration: Felicita Sala

90 seconds

is how long it takes to make the first impression!

Illustration: Felicita Sala

Rebel, dangerous, musician,

interesting, fun..

Trustworthy, warm, caring..

90 seconds



interesting, fun..



interesting, fun..

90 seconds



interesting, fun..


A trademark

SymbolLogotypeis the visible part of the corporate identity, that helps to "humanize" a company.

strength, power, masculinity, dynamism, mobility, passion, expansiveness, technology, intelligence, youth, fertility, security, prosperity, stability, justice, truth, royalty, wisdom, sustainability...

Who are you?

What is your name?

What are the characteristics of your company, product or your service?

Intercity bus service

PowerMobilitySecurity

Greyhound

Power Mobility Security

Brief for designers;How a designer works

The most basic parts of a design brief:

Objectives and Goals of the design

Budget and Schedule

Target Audience

Scope of the Project

Available Materials/Needed Materials

Overall Style/Look

Any Definite “Do Nots”

Lets come up with an idea!

idea = plan, design, scheme, project, proposal, proposition,suggestion, recommendation, aim,intention, objective, purpose, end, goal, target

a fork, a knife and a spoon

toilet rolls

a pencil

coat hangers

Everyday objects

idea = connections

Industrial Design

Smart Ideas for Smarter CitiesIBM

Ogilvy France

Outdoor Advertising with a purpose: Bench, Shelter, Ramp

Architecture

Syrian Beehive Traditional HousesFrank Gehry - Guggenheim BilbaoTadao Ando - Church of Light

Packaging Design

Industrial Design

Graphic (Typographic) Design

Designer: Ji Lee

Designer: Ji Lee

Graphic (Typographic) Design

Designer: Stylo Design

Logotype Design

Typographic symbols

UNITY;

Similarity,

Proximity,

Continuation,

Closure.

Designer: Herb Lubalin

Designer: Lindon LeaderLandor Associates

Designer: Turner Duckworth

Designer: Lindon LeaderLandor Associates

Designer: Landor Associates

Logotype Design

Moova

Efeler Farm, owned by the Söktaş Group, is a Turkish family-run dairy business, located in the heart of the agriculturally rich Söke Valley. It is known for its modern facilities, excellent farming methods, high standards, and above all else for producing the best raw milk in Turkey.

Logotype Design

the story of George de Mestral - A Swiss Inventor - who went hunting one day in the late 1940's

Product Design

+ = velcro

the owner of a diet center wanted to develop a new diet product

People drink a lot of water when they diet.

People exercise with weight as they diet.

Product Design

the owner of a diet center wanted to develop a new diet product

+Sports drink or water Dumbbells

People drink a lot of water when they diet.

People exercise with weight as they diet.

=

Product Design

Professional cyclists wants more cushion, more shock absorption, more surface area in a bicycle seat..

Product Design

Professional cyclists wants more cushion, more shock absorption, more surface area in a bicycle seat..

+Donut cushions for Hemorrhoids saddles selle Italia cutout saddles =

Product Design

How do we come up with ideas that uses combinations?

Here are some exercises that help you re-organize your thinking and idea generating skills

exercise 1 Accidental Combination

exercise 2 Combining Attributes

exercise 3 Outrageous Opposites

exercise 4 Free Association

Michalko, Michael. Cracking Creativity, The Secrets of Creative Genius. Berkeley, California: Ten Speed Press, 2001

In a store of your choice make a list of 20 objects (you would likely see)or have two people select 10 items. List them down.


In a store of your choice make a list of 20 objects (you would likely see)or have two people select 10 items.

A

computercoffeemakerbagelsunglassesdoormatbathtubcell phonesuntan lotionbedroomtelevision

B

slicersculpturehammockbeeperwindowsvacuum cleanerautomobileticketsoda caninsect repellent


A


B



A


B


a simple hammock in the tub with a headrest to hold the baby's head securely, leaving the parent's hands free to do the washing.


A


B



A


B


A lotion that protects against both sun and insects.


A


B



A


B


a doormat with built in suction. When you step in the doormat, the doormat sucks the dirt from the bottom of your shoes.


Take one object from column A and one from B. Break each subject by listing its attributes and then randomly combine them to trigger ideas.

A


B



bedroom

bed

place to sleep

window shades

located near bathroom

sense of security

automobile

passengers

moves

wheels

different colors

automatic door locks


bedroom

bed

place to sleep

window shades


sense of security

automobile

passengers

moves

wheels

different colors


inspires the idea of;A master lock near the bed that controls all the locks, doors, windows, computer systems,and everything else in the house with one key.


bedroom

bed

place to sleep

window shades


sense of security

automobile

passengers

moves

wheels

different colors



bedroom

bed

place to sleep

window shades


sense of security

automobile

passengers

moves

wheels

different colors


inspires the idea of;Light sensors that automatically raise or lower the shades according to the intensity of the outside light into window shades.


Opposites attract.

Every action needs an equal and opposite reaction.

Heroes, have villains.

Yings have their yangs.

Federers their Nadals.


So how do we use ideas that are not traditional?

Objective: Open a new pizza place




Traditional:

New topping

Different size of pizza

Different price of pizza




Traditional:

New topping

Different size of pizza

Different price of pizza

Opposite:

Old topping

square, rectangle, by the meter, one size fits all, sell in slices to make a whole, bite size...

One price fits all, price based on time of the day, number of pizzas purchased, price based on crust, price based on loyalty (buy 5 and price comes down, buy 10 and price comes down further)...


So we come up with a few ideas about our pizza place.. what else can we do?

lets write down a list of things we think of when we hear the word pizza!


saltybigroundpimples fattastyboysmantvsportsgameswineitalianpajamasleftoversromanticburnt crust

red and white comfortcouchexamspartydrunk cheese oilystained t-shirtpopping buttonsice cream...


salty sweetbig smallround squarepimples satin fat skinnytasty disgustingboys girlsman apestv radiosports solitairefootball games ice skating wine beet juiceitalian germanpajamas haute couture leftovers black marketromantic snmburnt crust liquid

red and white black and white comfort painfulcouch buss lineexams summer vacationparty home alonedrunk sobercheese frostingoily drystained t-shirt white shirt and tiepopping buttons 0 size modelsice cream banana...


Understand the problem

Rewrite the problem in your own words

Research

Use free association

Brainstorm

(When stuck) use accidental combinations, combining attributes or outrageous opposites

Look for similarities both visually and contextually

Sketch ideas

Test ideas

Always pay attention to detail

How to solve a design problem

Let us design me a website

Understand the problem

Rewrite the problem in your own words

Research

Use free association

Brainstorm

(When stuck) use accidental combinations, combining attributes or outrageous opposites

Look for similarities both visually and contextually

Sketch ideas

Test ideas

Always pay attention to detail

How to solve a design problem

Let us design me a website

Thank you for listening

little notes on creativity; brainstorming, the outrageous opposites · pdf filelittle notes on...

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