Creativity for Graphic Designers Book

Chapter 1	Preparing for Ideas
	Getting to the Message	4
	Thinking With an Open Mind
	Controlling the Creative Process
	Knowing Who the Client Is
	Case Study: The Progressive Corporation Annual Report	6
	Preparing the Client for Creativity	12
	Client as Creativity Gatekeeper
	Case Study: Brainstorm	14
	Managing Expectations
	Beyond the Client Interview	19
	Decompressing After the Interview
	Looking Beyond the Client for Information
	Case Study: CD-ROM Packaging Marketing Program	20
	Defining the Boundaries for Creativity
	Case Study: Mayo Clinic Pharmacist CD-ROM	26
	Processing the Information	28
	Understanding and Clarifying the Message
	Defining the Objective
	Case Study: First Impression Positioning and Marketing Program	32
	Developing the Design Criteria
	Spinning the Information
	Case Study: Noranda Inc. Annual Report	38
Chapter 2	Getting to Ideas
	Brainstorming Alone	44
	Catching the Ideas
	More Is Better
	Case Study: Visual Symbols Library on CD-ROM	46
	Follow an Uncharted Trail of Ideas
	Look to the Obvious
	Empty Your Brain of the Obvious
	Case Study: DIFFA, Chicago Benefit Communications Program	50
	Know When and Where You Get Most of Your Ideas
	Give Yourself Some Parameters and Constraints
	Combining Ideas to Make New Ones
	Extremes and Opposites
	Case Study: Mark Oldach Design Self-Promotion Program	56
	Know When to Go for a Walk
	Brainstorming in a Group	60
	Create a Haven for Innovation
	Look for the Creative Potential in all Projects, Big and Small
	Merging Words and Images	63
	Case Study: Andersen Consulting, Marketing Brochure for the Technology Assessment Group	64
	Creative Word Play	67
	Collect Words
	Case Study: Step 2 Identity and Kick-off Event Invitation	68
	Listen to the Words
	Organizing With Words
	Exploring Images
	Case Study: Champion Paper "Imagination" Series	72
	Doodle and Sketch
	Choose Tools That Implement Creativity
	Case Study: Warner Bros., Total Jazz CD Cover	78
	A Picture is Worth a Thousand Words
	Beyond Ideas	82
	When Do You Stop Brainstorming?
	The Voice of Judgment
	Forming Ideas Into Solutions
	Case Study: Posted Communications, Poster Series	84
Chapter 3	Growing Ideas
	Editing Ideas	88
	Evaluating Your Ideas
	Reviewing the Objectives
	Remembering the Design Criteria
	Case Study: Jacor, Inc,. Annual Report	90
	Editing: Transforming the Concept
	Editing: Eliminating
	Case Study: Passport Brochure	96
	Adding Substance to Concept	99
	Voice, Vision and Viewpoint
	Case Study: Museum of Contemporary Art Giant Book	102
	Risk Is Relative
	Identifying an Original Idea
	Understanding Style	106
	Style With Rationale
	Passion as a Creative Tool
	Case Study: Cooper-Hewitt Museum Exhibit, Packaging the New	108
	Can You Be Too Creative?
	Identifying a Good Idea
	Can a Creative Solution Look Conservative, Even Boring?
	Case Study: UCLA Summer Sessions Poster and Claes Oldenburg Catalog for Gemini G.E.L.	112
	Pushing Ideas	114
	Enhancing the Concept Through Implementation
	Grid
	Type
	Case Study: Recycled Paper Promotion, Remarque Paper	116
	Case Study: Identity Program for Marlene Marks/Identity Program for Linda Chryle	118
	Images
	Color
	Paper
	Case Study: Caterpillar Capabilities Brochure	122
	Printing and Finishing
	Intuition
	Case Study: Children's Book, Journey: Travel Diary of a Daydreamer	126
	Accidents
	Contrast
	Sweating the Details
	Looking at the Big Picture
	Remember the Audience, In Spite of the Client	133
	Is the Design Working?
	Managing Client Expectations
	Controlling the Decision Making Process
	Creativity Begets Creativity