Creating something out of nothing happens to be one of the hardest things to do but that is what creative people choose to do for a living. The pursuit of the lightbulb moment is that journey that creative people make and what keeps a lot of them fired up more than the arriving at the final design project destination. What design teams go through along the way to the final design commonly asks of the creative people in them a tremendous amount of intuitive deciphering. Otherwise known as groking, the nuances that ideas and concepts evolve through also ask of designers a keen sense of discernment between what’s visual and what’s decidedly conceptual. How the concept morphs into the visually tangible then becomes the process.
All design projects begin as a problem to be solved. How to solve that problem comes aided by creative briefs thought up and written down usually by marketing teams and user researchers as parameters to be used by creative directors and their design teams contain much of the talking points.
Creative briefs however aren’t usually followed to the letter by design teams especially when the talking points and parameters set there could make competent and effective design solutions difficult to achieve. Creative people often resort to using briefs instead to help them map potential design solutions inside their heads.
Navigating through the fog
The journey continues despite sometimes having no clear destination yet for the design project. The mind mapping after all, only gives the individual members of the design team the chance to sort out what’s possible and what’s not based from the brief and the ongoing discussions about the brief’s talking points. This is commonly referred to by creative directors as “sailing through the fog.” As the design team navigates through the fog, it is not unusual for designers to employ the following methods:
After these things are navigated through and teams get a clear view of the design challenge, the light bulb moment happens.
Monique Jones juggles being a wife to an Engineer and a mom to a witty kid. In her spare time, she entails herself in getting the word out about the RingCentral business voip. Find her on Google+.
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