November 16, 2006
Pre-press & Design Strategy
“An idea, verbally described, has very little value. An idea, demonstrated through an embodiment is powerful. This distinction is what defines design in a meaningful way. To design, one must be able to embody ideas, not just have them. There are a range of ways of doing so, from drawing to models.”
- Chris Conley – professor of Institute of Design
Design behaviors
1. Being user centered
2. Being collaborative (team work)
3. Challenging existing mental models
. use of abductive thinking (what could be) ability to visualize difficult concepts
5. Using prototypes and experiments
6. Ability to work with deadlines
7. Strong presentation skills
8. Strong problem solving skills
9. Cultural contextual knowledge (historical, social, commercial)
How design strategy is put into action
start with observation
try out a lot of ideas by making models or videos
storytelling is important; having an emotional story that connects with consumers raises chances of success.
What is the process of good design?
Creating a brief
Understanding the scope of work
Who is the target audience
What is the scope and scale
What are the technical parameters
Assembling a team
Collaboration is key
Brainstorming
The outcome should be a plan for how treatment is realized
Look at other treatments
Bring books, videos, images, music, links to online content
What will the user experience be?
How deep and comprehensive will it be?
What metaphors or aesthetic direction will guide the visual design?
What will inspire the interface?
Document concept
This creates the creative roadmap
Determine the most appropriate format for documentation
Identify content needs – assets, text, information, data
Identify media needs-sound effects, music, voice over, video, audio, etc.
Identify technical needs if website or kiosk based – server developed platforms, host needs, software
Create information architecture of the project
Create wireframes that show features of interfaces
Storyboard sequence of wireframes that plots a typical user experience
Create technical diagrams (database, e.g.)
Document proposed interactive behaviors
Create visualizations of proposed experience in context (3d)
Developing visual explorations
Establish look and feel of the project
Collect and collage inspirational content: what are the elements that ignited the trajectory of the proposed treatment?
Develop a color palette and system
Establish design vocabulary
Provide examples of prorposed typography and how different fonts could serve different voices
Develop identity for project
Show how media would be treated: 3d
Creating prototype
Working prototype or proof of concept
Determine if prototype will be “throw away” or first-generation of the final project
Create skeletal working interactive that demonstrates functionality
Keep the prototype as flexible and mutable as possible
Creating comps
Identifying each unique interface
Layered photoshop or illustrator files are created and are “production ready”
Create comp presentation with narrative to explain screens/slates
Concentrate first on screens that re most representative of the body of the experience
After “typical” screens are flushed out, address the
Creating production art
Converting comps to ready files
Good reading and resources
jamming – kao
seeing what’s next; flow theory – mihaly csikszentmihaji
Design examples
ZIBA Design in Portland, Ore.
Chicago’s Doblin Inc.
IDEO in Palo Alto, Calif.
Blogs on Design and Creativity and Innocation
Design observer
design.weblogsinc.com
creative generalist – outpost for curious divergent thinkers who appreciate wnew ideas from a wide mix of resources
creativegeneralist.blogspot.com
Design ideas
design boom www.designboom.com
design council www.design-council.org.uk
design crux www.designcrux.netforms.com
design addict www.designaddict.com
ad archives – http://www.adflip.com
media inspiration www.mediainspiration.com
Philips design www.design.philips.com
Dexigner www.dexigner.com
Inspirations
portfolio sites
altpick – source for creative talent and information
altpick.com
portfolios.com
future films
a.i. artificial intelligence
www.creax.com/ExLink.asp?id=3713&ur=http://aimovie.warnerbros.com/trailer.html
back to the future
http://www.creax.com/ExLinks.aspx?id=3714&url=http://www.bttfmovie.com/
the matrix
http://creax.com/ExLink.aspx?iid=3716&url=http :
Toolbox
Designarchives.aiga.org
Digial expert dx.shridan.com/advisor/main.html
Identify works www.identifyworks.com
Lorem ipsum www.lipsum.com
Morgue file www.morguefile.com
Paper measurements home.inter.nent/eds/paper/index.html
Symbol library www.symbols.com
Ideabook.com
Getting work
aquent – creative staffing and services
marcom.aquent.com
52 limted www.52ltd.com
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