Design Applications

Lateral thinking applies to human problem-solving.

Talking to the subconscious rather than the conscious forms the basis of effective design solutions.

Relaxing the viewer into seeing things your way. Using chance to encourage expression of ideas.

Leaving competitors in the shade.

The essence of Design is to give order to information, form to ideas, expression and feeling to artefacts that document human experience and to communicate these effectively to your target audience. In an advertising capacity the ultimate objective is the sale of goods and services.

Typical stages of the design process include:

• Design brief  and analysis- a statement of design goals
• Research - investigating similar design solutions in the field or related topics
• Problem solving - conceptualizing and documenting design solutions
• Presentation - presenting design solutions
• Development - continuation and improvement of a designed solution
• Testing - in-situ testing a designed solution
• Implementation - introducing the designed solution into the environment
• Evaluation and conclusion - summary of process and results, including suggestions  for future improvements with client.

“It is well known that "problem avoidance" is an important part of problem solving. Instead of solving the problem you go upstream and alter the system so that the problem does not occur in the first place.”

Edward De Bono