How to Identify and Realise Creative Opportunities
Words &&& Creative | 12/6/2015 | Tag: Design Talks
With the theme Visual storytelling and trends in digital design we where part of a great line of experts; Panagiotis Fotaris, Lecturer in Digital Media Design at University of East London and Danny Blackburn, Content Director at Stickyeyes.
For those that could not make it we thought it only appropriate to share what we had to say and our knowledge. “How to Identify & Realise Creative Opportunities” is the second in the series of our successful Content is King, Design is it’s Queen design talks.
Did you ever find yourself thinking or saying out loud. How did they make that?
Or simply, Wow!!!
Our talk focused on sharing three valuable approaches we have developed as a team at &&& to help us; Think the unthinkable and produce the exceptional. We use these three approaches individually or jointly depending on the nature of the project. What they all have in common is they set the tone of the project; the technology we need to implement and the design process right from the start.
1. Organise your client’s content into a structured rational
This is especially relevant to Mega Projects. Which can be hugely overwhelming, without a clear structured rational its ever so easy to get lost. Content audits are a great way to understand the complexity of content and is the first step to designing a structured rational.
Think the unthinkable, create the exceptional. Structure your content, devise a content audit to discover the challenges #cmadigital
— &&& Creative (@andandandltd) June 10, 2015
Content in its purest form is a lucid set of ingredients. Design in its purest form is a vehicle for communication. Together they thrive off each other.
Design has the ability to translate Content from a lucid set of ingredients into a tangible end product, wrapped in design aesthetic.
However more often than not our clients content is nothing like that. So how do you turn content into something meaningful?
One sure fire way is to develop a structured rational for your clients content.
2. Give your project a focused name, one that inspires creativity
Yes we are building a website or a responsive website. But what is it? What we infer as a focused name is a actually a representation of a core idea. This “idea” should be the backbone of your project. One that is easier for clients to understand and get excited about and one that unifies a team to produce the exceptional. Fundamentally directing your design decisions.
We are of the opinion: If we can’t explain it, we can’t design it
3. Identify and solve a challenge for the end user
Designing by persona is nothing unique nor is identifying and solving a challenge for the end user. However we as designers need to have the ability to think “What would each person want” Be that person.
If the user is Sam and he loves cupcakes. At the very least be Sam and eat that cupcake. If budget allows do user testing and research groups.
Identify the challenge, solve it!
It will open opportunities and you will be thanked.
Highlights on twitter
It was brilliant to hear Danny’s perspective on producing engaging content by firstly understanding the end user and utilising the right distribution channel. Along with the future trends for digital predicted by Panagiotis Fotaris.
— The CMA (@the_cma) June 10, 2015
— The CMA (@the_cma) June 10, 2015
We look forward to announcing the third in the series of “Content is King, Design is it’s Queen very shortly. Stay posted. Either sign up to our newsletter below or follow us on twitter @andandandltd