The design deadline looms, your mind is adrift, and your page is blank. How can you generate creativity and move out of this slump? Two resources to leverage are your time and your team.
Often the longer you spend on an idea, the less productive you become. Especially if you are working alone. With an open concept and no firm timeline, designers may sit at their desks for weeks, spinning endless variations of a vague concept or completely losing sight of the project goals. This is a dead end that can drive everyone mad.
Instead, apply a simple process to prompt stunning ideas efficiently:
1. Gather a team
Everyone has good ideas, not just designers.
Who could you pull – account assistants, content writers, a family member – to brainstorm for a brief stretch of time? Use a pen and paper and spend time thinking aloud together about names, word pictures, or image ideas. Keep it short and sweet but have fun!
2. Review the design brief and project goals
Amidst the flurry of creativity, stay focused on your target.
When you gather the team for an initial brainstorming session, always review the project requirements. Be sure you understand what the client wants, the project parameters, and the goals for final outcome. This task review and initial brainstorming should last for no more than 10-15 minutes.
3. Launch a 60-minute development blast
Time to send the troops into battle!
If you are the sole designer, it’s all you. If not, send a small batch of people to work for one hour. The group has 60 minutes to come up with ideas. No more! The abbreviated timeframe forces your brain into green light thinking, prompting more spontaneous creativity. Typically pencil, pen, and paper are best for stretching ideas without inhibitions.
After an hour, meet again to chat. Give comments or suggestions to develop the full potential of the best ideas. Usually, a handful of ideas emerge as the best candidates. Now a final concept can be clarified, assigned for full development, and kicked into the digital realm.
If you can’t decide which idea is best, pick the top three and draw scamps to a higher level of finish. Pin them to the wall, talk about the pros and cons of each, and see what the collaborative process brings. Just a little team mojo can make a mediocre idea magical.
4. Keep early and rejected work
Often when you pitch ideas to clients, some of the best ideas get cut.
This is unfortunate, but not all is lost. All good designers will build up a collection or rejected work. Whether it’s an early stage scribble or a fully developed logo, keep a printout of every piece of work. Scan sketches and scamps and clearly label them, so they are accessible later and easy to find.
You invest lots of time shaping a concept, so don’t let an initial rejection close the door on your idea forever. Down the road, these ideas may be a catalyst for an even better spinoff design!
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