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How?

By critiquing our ideas, concepts and designsBy critiquing our ideas, concepts and designs

When do we do this?When do we do this?

At ideas/concepts stageAt ideas/concepts stage

At sketches/concepts stageAt sketches/concepts stage

During design stagesDuring design stages

> at EVERY stage!> at EVERY stage!

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Concepts/ideas stage:

Assessment is part of designing: you must beAssessment is part of designing: you must be

able to determine the value or significance ofable to determine the value or significance of

what you have created.what you have created.

Bottom line: design must communicate anBottom line: design must communicate an

intended message to an audience.intended message to an audience.

For this reason your work must be on track,For this reason your work must be on track,

intelligible, communicativeintelligible, communicative..

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During concept development

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1. Defining the concept:

WhatWhat is your idea? Define it.is your idea? Define it.

You should be able to articulate the idea in oneYou should be able to articulate the idea in one

coherent sentence.coherent sentence.

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2. Answering objectives:

DoesDoes the concept answer the clients needs?the concept answer the clients needs?

Is the concept on target for the audience?Is the concept on target for the audience?

Is the tone appropriate? (formal, funny, serious,Is the tone appropriate? (formal, funny, serious,

casual, zany,casual, zany, etcetc))

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3. Is your concept creative?

Did other people in class/team come up with same concept?Did other people in class/team come up with same concept?That usually means its predictableThat usually means its predictable not a good signnot a good sign

Is yourIs your conceptconcept overused? Have you seen it before? If so, inoverused? Have you seen it before? If so, inwhat context? Ask others if your concept readily remindswhat context? Ask others if your concept readily remindsthem of ones theyve seenthem of ones theyve seen??

Is your concept fresh or have you merely relied on a clich?Is your concept fresh or have you merely relied on a clich?

Is the concept intelligent?Is the concept intelligent?

Is it believable?Is it believable?

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Concepts/sketches stage

1.1. Define the problemDefine the problem

2.2. How many sketches did you do?How many sketches did you do?

3.3. Are your sketches clear enough for someone else toAre your sketches clear enough for someone else to

read?read?

4.4. Did you explore the possibilitiesDid you explore the possibilities

5.5. Are your design sketches visually interesting?Are your design sketches visually interesting?

6.6. Are your concepts fresh?Are your concepts fresh?

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1. Define the problem

RestateRestate the problem in your own words. What are youthe problem in your own words. What are you

being asked to do?being asked to do?

Did you solve the problem?Did you solve the problem?

Did you go wrong? If so, can you get back on track?Did you go wrong? If so, can you get back on track?

What is your concept?What is your concept?

Explain how you solved the problemExplain how you solved the problem

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2. How many sketches did

you do?

Try to push your ideasTry to push your ideas

First sketch might be good but try more sketchesFirst sketch might be good but try more sketches

may push your mind further: stretch yourmay push your mind further: stretch your

imagination and problemimagination and problem--solving capabilities.solving capabilities.

There is always more than one solutionThere is always more than one solution!!

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3. Are your sketches clear enough

for someone else to read?

Small sketches are crude ways to express yourSmall sketches are crude ways to express your

visual ideasvisual ideas..

A sketch isnt finished but it should have enoughA sketch isnt finished but it should have enough

information for someone else to know what youinformation for someone else to know what you

mean.mean.

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4. Did you explore the

possibilities?

Do you have more than one idea or are your sketchesDo you have more than one idea or are your sketchesvariations on the same idea?variations on the same idea?

Its good to have more than one idea, even if its aIts good to have more than one idea, even if its agreat idea because the client might not like your ideagreat idea because the client might not like your idea

or it may not be possible to make your idea work inor it may not be possible to make your idea work inthe time and budget available.the time and budget available.

Its also good to challenge yourself to come up withIts also good to challenge yourself to come up withmany new ideas.many new ideas.

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5. Are your design sketches

visually interesting?

Does the design capture attention and hold it longDoes the design capture attention and hold it long

enough to communicate the intended message?enough to communicate the intended message?

You need to create graphic impact. This is when theYou need to create graphic impact. This is when the

elements and principles of the design are used andelements and principles of the design are used and

serve the design concept. Graphic impact can beserve the design concept. Graphic impact can bebold or soft, classic or unconventional.bold or soft, classic or unconventional.

Ask yourself is the design compelling?Ask yourself is the design compelling?

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6. Are your concepts fresh?

Did you redo things youve seenDid you redo things youve seen before orbefore or diddid

you create something original?you create something original?

ItIt could be an interestingcould be an interesting colourcolour palette, a newpalette, a new

image, an unusual type choice or a combinationimage, an unusual type choice or a combination

of things that can make a fresh visual idea.of things that can make a fresh visual idea.

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At roughs stage

Its very useful to be able to analyze your ownIts very useful to be able to analyze your own

work. It can save lots of time and money. Itswork. It can save lots of time and money. Its

important to ensure youre meeting the clientsimportant to ensure youre meeting the clients

objectives an not moving in a divergentobjectives an not moving in a divergent

direction.direction.

Reflect on your ideas during conceptReflect on your ideas during concept

development and during design stage.development and during design stage.

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During design stage

1.1. CompositionComposition

2.2. TypeType

3.3. ImageImage

4.4. ContentContent

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1. On composition

IsIs there an unexpected manipulation of the elements in theirthere an unexpected manipulation of the elements in theirspace? New way of layering, intersecting forms and so on?space? New way of layering, intersecting forms and so on?

Is there a clear visual hierarchy?Is there a clear visual hierarchy?

Is there a focal point?Is there a focal point?

Did you establish unity?Did you establish unity?

Did you consider variety within the unity?Did you consider variety within the unity?

Is there rhythmic flow from one element to the other?Is there rhythmic flow from one element to the other?

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2. Type

Is the font choice appropriate to the context?Is the font choice appropriate to the context?

Is the body of text legible?Is the body of text legible?

Are the titles clearly visible?Are the titles clearly visible?

Does the alignment suit the concept?Does the alignment suit the concept?

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3. Image

UnusualUnusual or new way of presenting or treating theor new way of presenting or treating the

imageimage for visual impact and symbolicfor visual impact and symbolic effecteffect

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4. Content

ReachingReaching outside the usual frame of referenceoutside the usual frame of reference

to make connections with other areas of life,to make connections with other areas of life,

bigger picture,bigger picture, etcetc

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Design is:

MuchMuch more than just making things lookmore than just making things look goodgood

AboutAbout effective communication. Most importanteffective communication. Most important

thing is creative visual thinking.thing is creative visual thinking.

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Thinking creatively means:

thinking about what you seeand visualizing what you think

-Alan Robins, designer