Visual Research
Analyze content, generate ideas and communicate points of view
Collect: open-ended study
Visualize: choose area to analyze
Analyze: draw insights
Brand Matrix
X/Y axis to cross two different value scales
Commonly used in branding
Various level of detail
Draw out people's feelings
Get smart and start a list: study subject
Finding opposites: list of polarities that could be used to organize material
Connect the dots: plot elements on the matrix
Brand Books
Way to visualize personality and life of product
Colors, shapes, textures, photographs,words, and photos to set a mood
Choose a format: select appropriate size
Collect imagery: look at everything you've collected
Design and combine: communicate what each piece contributes to world you are building
Consider the pacing: control the mood
Make it real: print the book
Site Research
Essential to any project that exists in the built environment
signs,textures,colors, sounds, surfaces, and structures all contribute to built environment
Visit the site:best way to think about site is to go there
Observe and photograph the site: views and standpoint of the drivers and pedestrians
Create a site plan:traffic patterns and primary views on map of area
Trace photos of the site: simplify photos by tracing over and reducing image to simple outlines
Sketch concepts: explore scale, placement, and relationship
Creative Brief
Authored statement of goals
Serves as a checkpoint
Pose question: give client list of questions about project
Conduct research: get to know client and audience and explore similar initiatives
Narrow brief: define essence of project
Define key messages: list main ideas and start developing solutions
How Do You Get in the Mood?
Christoph Niemann: no music or distractions
Abbott Miller: talking about the project
Bruce Willen: talk about key principles
Carin Goldberg: panic and go into idea overdrive
Mike Perry: vomit out work
Kimberly Elam: always have something by you to write down ideas
Paula Scher: gets best ideas when shes not trying to get ideas
Maria Kalman: museums, typefaces and shapes, doodling and drawing, starts trom text/typography
Philippe Apeloig:
