M344 Class 8 Notes - The Creative Process
M344 Class 8 Notes - The Creative Process M344
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This 4 page Class Notes was uploaded by Elizabeth Frabotta on Sunday September 18, 2016. The Class Notes belongs to M344 at Indiana University taught by Laura Buchholz in Fall 2016. Since its upload, it has received 3 views. For similar materials see M344 creativity and communication in Business at Indiana University.
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Date Created: 09/18/16
Class 8 Thursday, September 15, 2016 4:05 PM The Creative Process • Models of Creative Process • Older Models ○ Results subconscious § Outside control of thinker • Modern Models ○ Purposeful generation ideas § Direct control of thinker § Focus on parts you can do something about § Set up a process for the parts you cant control; time to incubate • Linear Models ○ Orderly process ○ Creativity happens all the way through the process ○ Step-wise Function § Preparation § Ideation □ Indicators: Apply fluency & flexibility □ Come up with a lot of ideas & a lot of different ideas § Incubation □ Stepping away; subconscious working; doing other tasks □ Happening in the background; don't have control over it; allow & give time □ Indicator: ELABORATION (have idea; improve it; most important), Resistance to premature closure; Synthesis (pushes you to the "aha/eureka" moment) § Illumination □ Myth comes from this stage that creativity just happens □ Actual result of letting it marinate/incubate § Production § Evaluation • Holistic Model ○ Big Picture/Gestalt § German psychologist § Whole greater than sum of parts ○ Systems Thinking/ Symphony (Daniel Pink)/Synthesis § Evaluation • Holistic Model ○ Big Picture/Gestalt German psychologist § § Whole greater than sum of parts ○ Systems Thinking/ Symphony (Daniel Pink)/Synthesis § Cognitive § Connections § Tying it all together • Cognitive Requirements ○ Imaginative Idea Generation ○ Purposeful Analysis ○ Critical Evaluation § Evaluate whether you're on the right path or not • Production Requirements ○ Drive to Action/Motivated § Extrinsic, hedonism, intrinsic, pleasure etc ○ Implementation of Ideas Creativity, Design, & Layout • Definitions ○ Creativity § Divergence + Relevance ○ Design § Need + Meaning § Daniel Pink; it's not just enough to • Pre-Layout Preparation ○ Project Considerations § Purpose/Goal Audience/Target Market § § Location/Region § Brand/Product Personality § Message ○ Thumbnail Sketches § Small, quick visual of idea • Layout Stages • Finished Layout ○ Polished but not exact ○ OK for some client inspections § Small/medium sized account • Comprehensive ○ Perfect in every detail ○ High-end client inspection ○ Polished but not exact ○ OK for some client inspections § Small/medium sized account • Comprehensive ○ Perfect in every detail ○ High-end client inspection • Layout Formats ○ 10 basic formats § Mondrian □ Sharp horizontals & verticals □ Blue, red, yellow, black, and white squares & rectangles □ Specific kind of multipannel with a purpose: to mimic this famous artist's look § Picture Window □ Big imagery □ Tight copy ® Small text grouped down low § Picture Frame □ Uses a border § Circus □ Loud, organized jumble § Multi Panel □ Panels are all equal size □ Comic strip origination ® Not necessarily square panels § Silhouette □ Outline of image § Big Type □ Big, bold type □ Type as art (text as art) § Copy Heavy □ Lots of text □ Big text title then text under it § Rebus □ Images for words □ Puzzle □ Ex. Light bulb + scissors = some weird invention ® Ideas plus editing equals Cleo award (congratulating editors on winning Cleo award) ® We don’t get it bc we're not target market § Alphabet Inspired □ Shape □ Concept □ Ex. V magazine logo over the entire image editors on winning Cleo award) ® We don’t get it bc we're not target market § Alphabet Inspired □ Shape □ Concept □ Ex. V magazine logo over the entire image □ Whole concept is inspired by shape of letter ○ Identify Attractive Ads § Color § Layout § Imagery Text/headline § § Production value ○ Modern Design § Combine Formats □ Synthesis □ Unusual Perspective □ Elaboration
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