Research and Question
Creative design is a dance between the intuitive and the intentional. As part of a design process, formal research will always lead to insights of some kind. Focussing your attention to uncover and notice these creative starting points can lead to extraordinary outcomes.
Whether it’s competitor analysis, brand audits, consumer profiling or historical sources of inspiration, always question your thoughts, the project direction and client’s aims as researching around the brief puts the project firmly into context. Industry and background knowledge is creative power, and within these boundaries you can allow yourself to discover the gems of ideas and creative avenues to explore.
An example of some questions (pre or post writing the creative brief) may be:
- What has come before?
- What has worked? What hasn’t?
- What technology is available?
- What have other businesses achieved?
- What should this business be?
- What will excite these customers?
- What is the most appropriate / engaging media?
- How are we adding value?
Under the pressure of a new brief or and unfamiliar situation, it’s so very tempting to defer to tried and tested patterns — the things we know work. Remember, repetition is by it’s very nature uncreative. Trusting the creative process, letting ideas develop organically and keeping the ball in the air is more likely to produce more creative results.
“The important thing is not to stop questioning. Curiosity has its own reason for existing.” ― Albert Einstein