What is a concept
Developing an idea to communicate information in a creative, non-literal way.

The design concept is the creative solution to the design problem — the underlying thinking or reasoning for how you design a piece and the primary idea behind the piece. Essentially, it means you have a reason for what you are doing.

Successful concepts are innovative and creative, not ordinary or cliche.

There is not one way to formulate a creative concept.

It is a very individual process.
Developing concepts can be a difficult task.

Our imaginations are much more structured than we think.

This structure(how it SHOULD be done) tend to limit our imagination.

Old knowledge in the service of new ideas has it's benefits.

Using old knowledge as a base to start from is okay...as long as you don't set STUCK!

Concept - Show the basics visually using children's crayons and
using RGB colors to show multimedia.

Concept Development

1. Defining the concept
- What is your idea? Define it. Rewrite it several different ways so you truly understand it.
- You should be able to articulate the idea in one clear sentence.

2. Techniques
- Brainstorming the most used technique to developt concepts
- writing attributes of the objective. product, event

3. Answering the objectives(keep refering back to the objective)
- Does the concept answer the projects needs?
- Is the concept geared to the proper audience.
- Is the tone appropriate? (formal, funny, irreverent etc.)

4. Is your concept creative?
- Did other people in your group come up with the same idea?
if so, that usually means it's pretty predictable....not good....keep trying.
- Is your concept over used?
Have you seen it before and in what context?
Ask if your concept reminds others of something they've seen before.
- Is your concept fresh or have you relied on cliches?
- Is your concept intelligent?
- Is it believeable?

How do you know an idea is worn or or overused?
1. You've seen it before
2. You've heard it before (headline copy)
3. Visual is over used
4. It's a cliche, like a happy face or rainbow
5. It's corny or overly sentimental (without purposly being caustic)
6. It's boring, lacks variety.

Tag line: Triple thick milkshakes
Right column: A good clean feeling- no matter what.

Concept - Snow plow to show how cold the Arctic shakes really are.
Using the orange truck with the McDonald's logo to grab attention

Concept - the shake's so thick it doesn't even fall out of the upside down cup.
Notice the poll is now the straw.

Concept - Mouth feels like dirt? Chew some Orbit gum!