Form < Function < Idea

Help me, I forgot how to be creative.

Transcript

1. Form ‹ Function ‹ Idea Design Session vol. 3 presented by Erin Standley July 10, 2012
2. THE TWO MOST ENGAGING POWERS OF AN AUTHOR ARE TO MAKE NEW THINGS FAMILIAR AND FAMILIAR THINGS NEW. —Samuel Johnson
3. FORM FUNCTION IDEA starts with this
4. FORM FUNCTION IDEA
5. 1. Idea (concept) 2. Function (purpose) 3. Form (manifestation)
6. 1. Idea (insight) 2. Function (utility) 3. Form (desire)
7. COMPLAINING ACCIDENTS HISTORY WTF IMAGES • What are you complaining about? • What’s your mom complaining about? • Computer Glitches • Freudian Slips • Fireworks Malfunctions • Political Goofs • Typos • What she reads • What she watches on TV • Her favorite kitchen gadgets • Her dreams • Her shoes • Art • Religion • War • Politics • Invention • Humans being humans • Animals being animals Idea Goldmines! YOUR MOM
8. What was important to other people? Why? (The why probably still applies today.) HISTORY
9. HE’S TIRED.
10. HE WAS CURIOUS. AND MAD.
11. HE WAS CURIOUS. AND MAD.
12. FEUDALISM. (PYRAMID SCHEME.) ((POWER.))
13. [INSERT FAVORITE OLD TIMEY ART]
14. If you have a reaction from it, take a moment to think about why. Then use that why for your own nefarious (or virtuous) purposes. WTF IMAGES
15. “TREND”
16. IGNORANCE? POINT OF VIEW?
17. “SENTIMENT”
18. “SENTIMENTAL”
19. SO, YOU GET STARTED...
21. YOU’VE GOT NOTHING.
24. Is the idea good? Go with your gut. If you like it or laugh at it or hate it, someone else will, too. WHAT’S YOUR REACTION TO IT? If they like it or laugh at it or hate it, someone else will, too. WHAT’S THEIR REACTION TO IT? And they don’t always make sense at first. NOT ALL GOOD IDEAS ARE EXCITING.
26. IF YOU HAVE A FRAME OF REFERENCE TO JUDGE YOUR WORK...THEN YOU HAVE NOT VENTURED FAR ENOUGH INTO THE UNKNOWN. http://management.fortune.cnn.com/2012/06/28/the-benefits-of-courting-business-failure/
27. Reason your instinct.
28. IF YOU CAN’T EXPLAIN IT SIMPLY, YOU DON’T UNDERSTAND IT WELL ENOUGH.
29. IF YOU CAN’T EXPLAIN IT SIMPLY, YOU DON’T UNDERSTAND IT WELL ENOUGH. —Albert Einstein
30. Have the balls to make the call.
31. THE MOST POWERFUL ELEMENT IN ADVERTISING IS THE TRUTH. —William Bernbach
32. People just want to be cool.
33. We create... We create experiences that guide and moderate conversation between a company and an audience. The interaction between the company and audience is part of what creates the brand. We build brands through creating experiences. When we see a problem or a need or want for something, we build it. These our our products. We both reflect and create the world we live in. This goes for both brands, the culture-at-large and the culture at Phenomblue. experiences. products. culture.