How Do I Develop a Creative Design Brief?

Creative design is another way of expressing something that can't be simpler or extended. Creative design includes industrial design, architectural design, packaging design, graphic design, clothing design, personal creative zone and so on. In addition to the elements of "primary design" and "sub-design", design also needs to incorporate "different design concepts-creativity".

creative design

(A way of expressing something simple or an idea)

Creative design, in short, it s made up of

The soul of creative design manufacturing

When the manufacturing industry reaches a certain stage, we should avoid relying solely on price advantages to compete. Creativity is the key breakthrough point for Made in China to create in China, which has not been recognized by most entrepreneurs; creativity and technological innovation are the two wheels of the "Creation in China" chariot, which has not yet attracted the attention of the public. The core is design, and design is inspired by creativity. All countries where the manufacturing industry plays a pivotal role in the national economy have developed creative industries.

The connotation of "creative" Is it related to the concept of "innovation" that people usually call, and what is the difference?

In the current situation, our focus is on manufacturing innovation, which must create wealth. Innovation is a systematic project. Enterprises not only need technological innovation for support, but also conceptual innovation for protection. Creativity is one of the elements that provides such new ideas, new ideas, new thinking, and new methods for innovation.

During the economic transition period, creativity made Zhejiang Manufacturing pay more attention to the values of "strategy", "design" and "brand", and led Chinese manufacturing to the road of "creation in China".

Creative design costs and benefits

In business operations, "creative design" brings costs and benefits to enterprises. Industrial design creates product brands. For enterprises, creative design is a project with relatively high risk, relatively complicated operation, and relatively large capital investment; but once successful, it will bring huge economic benefits and brand benefits. At present, some companies are planning to spend the winter in a "hibernation", and people are more willing to understand it as a helpless move. In the current process of economic transformation, these entrepreneurs feel that the old industry cannot continue, and they do not know where the new direction is. Therefore, for this part of the entrepreneur, more needs to be supported, especially the change of concept, and the knowledge of manufacturing to creative transformation is required. You know, there will be no miracles in waiting, and you will have to create your own future.

If a manufacturing company starts with "creativity", looking for a breakthrough in the survival and development of the company

creative design

If so, what should I do? Is there a path that can be used as a reference? You should first understand the entire process of creative design, and then see if you can strategically design the entire enterprise and find a design strategy suitable for your own company's development. Product innovation can then take place. Many times, the development of new products will encounter financial difficulties. At this time, companies need to know how to raise funds and how to introduce venture capital.

Entrepreneurs need to be open and inclusive in order to be creative. Creativity itself is the product of the collision of cultural thinking. Without an open and inclusive mentality, creativity cannot be done. In addition, as an entrepreneur, it is impossible to participate in the specific process of creative design, but you need to understand the positioning and overall situation of creative design, and then decide the innovation strategy of your own company. Supporting or supporting needs are government guidance, and the other is the support of scientific research institutions, which must have sufficient intellectual resources.

Creative design creative style

Style is abstract. Refers to the overall image of the site to the viewer's comprehensive experience. This "overall image" includes the site's CI (logo, color, font, slogan), layout, browsing style, interactivity, text, tone, content value, existence meaning, site honor and many other factors. For example: we think NetEase is approachable, Disney is lively and IBM is professional and serious. These are the different feelings left by the website.

creative design

The style is unique and the site is different from other sites. Either the color, the technology, or the interactive method allows the viewer to clearly distinguish that this is unique to your website. For example, the black and white of New Century Network and the unique frame of NetEase Wallpaper Station, even if you only see one of the pages, you can tell which website it is.

Style is human. The appearance, content, text, and communication of a website can summarize the personality and emotions of a site. It is gentle and elegant, it is persistent passion, it is lively and changeable, it is laissez-faire. You can use metaphors to characterize sites like the "liberal" and "elegant" in the poems.

Creative design packaging design

As China s material life becomes more and more abundant, the people s purchasing power continues to increase, and its accession to the WTO s international trade continues to increase, the differences in similar products decrease, and the homogeneity of use value between brands increases. So for consumers: what The same products can attract their attention, what kind of products can make them choose to buy, which puts forward higher requirements on the packaging design of similar products. Only by working on the creative positioning strategy of packaging design can we make ourselves The product is "red and white, unique."

The creative positioning strategy occupies an extremely important position in the entire operation process of packaging design, and the creative component of packaging design is mainly reflected in the design strategic creativity. The most basic meaning of the so-called creativity refers to creative ideas, a good idea, something that others have never experienced. Of course, this thing is not something out of nothing, but is recombined based on the existing empirical materials. Positioning strategy is a strategic design strategy. It has the characteristics of forward-looking, purposeful, pertinent and utilitarian. Of course, it also has limitations. The core and most essential factor of creative positioning strategy for successful packaging design. The following strategies for packaging creative positioning play a pivotal role in packaging design.

Creative design performance differentiation strategy

The differentiation strategy of product performance is to find the uniqueness of similar products as the focus of creative design. The research on product function or performance is the first prerequisite for brands to go to the market and to consumers. For example, "white plus black" cold medicine, taking white tablets during the day does not sleep, and taking black tablets at night sleeps well. Due to the difference in product function and characteristics from traditional cold medicine, especially the tablet design and packaging design surround Black and white and two color articles make this product easily compete for a favorable position in the market compared to other similar products.

Some similar products are of similar quality and their respective expressions are very close. How to highlight the distinctive features can not let go of any tiny features when designing. For example, Tide, Weibai, Carving and other washing powder packaging design. Most laundry detergents emphasize cleanliness, cleanliness, freshness, and quietness in packaging design positioning. Therefore, green, blue, cyan and other colors are used in packaging design to match with white to highlight their positioning ideas. Among them, Tide detergent uses the orange-red series to highlight the vitality and efficiency of the product. Because a lot of washing powder packaging uses cold colors, it is certainly noticeable as a warm color product with a strong contrast in color, like "a little red in the greenery".

Differentiate sales of creative design products

The differentiation strategy of product sales mainly refers to finding the differences of products in terms of sales targets, sales targets, and sales methods. The product is mainly targeted at the consumer groups, that is, the positioning of the social class, whether the consumer is men or women, youth, children or the elderly, and different cultures, different social status, different living habits, different psychological needs, The product's sales area, sales scope, and sales methods all affect and restrict all aspects of packaging design. The main consumer group of children's products is children,

creative design

However, in addition to the children of the target consumer group, the main purchase groups are their parents and elders. Therefore, in addition to considering the children's preferences in the design, color, text, and layout of the packaging design, their parents must also be considered. Psychology with the elders looking at Jackie Chan. Therefore, some commodities are being printed with some knowledgeable or interesting little stories. Although these contents and products are not very related, they have definitely met the parents' concern about their children's intellectual development. From the perspective of sales methods: one is its sales channels, and the other is its sales methods. Different products will use different sales methods and goals in different periods, different environments, and different seasons. For example, Nestlé Coffee launched a large-scale rewarding event in the traditional Chinese Mid-Autumn Festival. The dozens of products were not only put on the traditional Chinese red jacket packaging, but also equipped with the Mid-Autumn Festival full moon pattern. And the words, but also surprises and gifts, added a beautiful landscape for the fierce moon cake battle, and also provided consumers with a new concept of interpersonal communication.

Differentiating the appearance of creative design products

The product appearance differentiation strategy is to find the differences in the appearance and packaging of the product and the design of the packaging structure, so as to highlight the characteristics of its own product.

For example, there are hundreds of packaging structure design of carton, how to choose which structure to highlight the characteristics of the product and strong visual impact, whether to choose a triangle as the basic plane, or a quadrilateral or pentagonal, or trapezoidal, cylindrical, arc Type or opposite sex until it is a basic plane. When choosing the appearance of the product, one is to consider the protection function of the product, and the other is to consider its convenient functions. Of course, it also includes the landscaping function. The packaging of Jizhilang Jelly's Crystal Love Heart-shaped series, although its TV commercial promotes the plot of the movie Titanic, but the packaging of its products is a success. The Crystal Love Series packaging not only awakened the attention of prominent consumer groups, but also the attention of potential consumer groups. The target audience of the product also expanded from children to all groups in love. All this is due to the positioning of the heart-shaped packaging design and brand positioning of Crystal Love.

Creative design price differentiation strategy

Price is the focus of both buyers and sellers of goods, and it is also an important factor affecting product sales. The Japanese scholar Renke Zhenwen believes: "When it is difficult for the average person to correctly evaluate the quality of a product, the low price quotient is often used as a measure of the quality of the product. In this case, determining the price will determine the brand's grade and affect other characteristics. Evaluation. "If we summarize the price of a product into a triangle, then the triangle is not the lowest, but the trapezoid in the middle. It all depends on the efficacy and characteristics of the product, as well as the target consumer group and related similar products. Market positioning. The purpose of price positioning is to promote sales and increase profits, because different strata have different consumption levels, and any price has a relevant consumer group.

For example, "Jinlilai, the world of men", from the perspective of his price positioning, it is a mid-to-high-end product for men's clothing. The company believes that although the price of the product is higher, it is a sign of a person's identity. A higher price also has corresponding consumption group. In order to highlight the brand positioning of the product's outer packaging design. Consumers see not only the natural value of the brand they own, but also the spiritual value they have.

Creative design brand image strategy

With the continuous development of the economy, any one of the best-selling products will quickly cause a large number of companies to flock to the same market, the identifiable differences between products become more and more blurred, and the difference in product value will become more and more insignificant. Enterprises also emphasize the characteristics of their products and the subtle differences of products, so consumers do nt recognize them. On the contrary, the brand image of products is becoming more and more important. In the brand image strategy: one is to emphasize the brand's trademark or corporate logo as the main body, and the other is to emphasize the serialization of packaging to highlight its branding. Many foreign cigarette packages are designed with brand trademarks or corporate logos as the main body, such as Marlboro, 555, Hilton, Moore and so on.

Series packaging has made a qualitative leap due to the introduction of CIS. He not only uses a unified form, unified color, and unified image to regulate those products with different shapes, different uses, and related products. It is also a visual extension of the company's business philosophy, which has made the information value of the product unprecedentedly disseminating. Shaping the brand image of a product is actually a second investment in the product, and it is an enhancement of the added value of the product. The above-mentioned packaging creative positioning strategy does not exist in isolation in the design concept, and is often cross-considered. Only a creative and unique packaging positioning strategy can guide successful packaging design, because it is the basis and premise of the design concept.

Creative design logo creative

Creative logo design concepts and principles Logo design is also known as LOGO. Its design principles are not only the design of practical objects, but also a graphic art design. It has similarities with other graphic art expression methods, but also has its own artistic rules. It must reflect its own characteristics in order to better perform its functions.

creative design

As its requirements for conciseness, generalization, and perfection are very demanding, it needs to succeed to the extent that it can hardly find a better alternative, and its difficulty is much greater than any other graphic art design.

1. LOGO design should be carried out under the premise of clearly understanding the intended use of the design object, the applicable scope and relevant regulations and other relevant conditions, and a thorough understanding of its functional requirements.

2. LOGO design must fully consider the feasibility of its implementation, and take corresponding design measures according to its application type, materials and production conditions. At the same time, it should also take into account the visual effects applied to other visual communication methods (such as printing, advertising, mapping, etc.) or zooming in and out.

3 The LOGO design should be consistent with the intuitive acceptance ability, aesthetic consciousness, social psychology, contraindication and use of the object.

4 The concept must be carefully considered, striving to be profound, ingenious, novel, unique, accurate in expression, and able to withstand the test of time.

5. The composition should be concise, beautiful and conformable (to adapt to the form of its application).

6. Graphics and symbols must be concise and general, as well as artistic.

7. Colors should be simple, strong and eye-catching.

8. Following the law of logo art, creatively seeking appropriate artistic expressions and techniques, and honed the refined artistic language to make the designed logo have a high overall aesthetics and obtain the best visual effects, are the principles of logo design art pursuit.

Creative design creative home design

Creative home refers to the home furnishing that integrates fashion and individual pursuit in the design of the appearance in addition to satisfying the practical functions of the product itself. The product touches people's hearts with unique design, and integrates the innovation and inspiration of designers. Meet people's high requirements for living environment and quality of life. The charm of creative fashion home can relieve some of the stress in life, and increase the joy of life and work.

Creative home design ^[2]

Creative design logo design

Many logo designers will encounter these or those problems in the design process. Next, this site will summarize past experiences and cases to analyze the details that should be paid attention to in the logo design process.

1. Company logo scheme plagiarism

The plagiarism, which is the so-called plagiarism, is more euphemistic. It is borrowed (micro-innovation, Tencent often says). Two years ago, the British retailer WoolWorth's launched a new logo, which looks exactly like the Apple logo. Such arrogant plagiarism is rare. Although WoolWorth's is explained as the English letter W in public relations, can anyone believe it? Not to mention Apple.

2. Audience of the company logo

This logo is more interesting. The logo of the upcoming London Olympics is also the logo of the upcoming red and purple. Do you pay attention to details? Do not doubt that you are thinking to the crooked place intentionally, it is not that we do not accept it, it is tarnished from the beginning of the designer to the Olympic Committee. Is it impossible to publish the design for public comment before confirming the design, and listen to the suggestions of users?

3.logo perspective

This logo is similar to the logo of the London Olympics. Everyone should try to think about it crazily, and hope to think more about it before finalizing the logo.

4.Logo is too complicated

I remember a designer on Weibo said a few days ago that the reason why a logo is on a business trip is because he has a feature to remember. Many apples in the world can only remember being bitten, which is why they remember Apple Do you remember the characteristics of the logo, such as the logo above? I think everyone can't hold it!

Creative design advertising word

Advertising is a fusion of art and science, and advertising words often play the finishing touch in advertising. The types of creative expressions are listed below:

1. Comprehensive type: The so-called comprehensive type is "identification", which expresses the enterprise in a general way. For example: ×× service companies take "your needs is our pursuit" as the advertising word.

2. Implied: It is not directly frank, implied by indirect language. For example Gillette Blade: "I give you a refreshing morning."

creative design

3 Pun type: One word pun, not only expresses the product, but also does not have deep meaning. For example, a watch shop uses "a watch talent, love at first sight" as an ad word, which is loved by couples.

4 Warning type: warn consumers with cross-cutting words, causing them to have unexpected surprises. An ad for skin cream is: "It must be needed after 20 years of age."

5. Figurative type: Use a certain kind of interest as a metaphor to generate intimacy. Such as toothpaste advertising words: "twice a day, plus once before a date."

6. Irony: Using irony to cleverly articulate product features is often more impressive. Such as: toothbrush ad words: "unhairless"; typing ads: "not hit without acquaintance".

7. Economical: Emphasizes economics in terms of time or money. "Airplane speed, truck price." If you want to fly, you will definitely choose this airline. "Double the effect, half the price", of course, such cleaners will also be very popular.

8. Emotional: talk to consumers with lingering and relaxed words. One coffee shop used "free time to sit and sit" as the ad word, although it was just a faint sentence, it touched the hearts of many people.

9. Rhythmic type: Rhythm like poetry, easy to read and easy to remember. Such as the ad words of Gujing Gongjiu: "Gao Peng is full of friends, and the wine meets his confidant Gujing Gong."

10 Humorous type: Advertise with witty and humorous sentences to make people happily accept the product. For example, pesticide advertisements: "real murderers"; beriberi potion advertisements: "so that your feet do not regenerate" qi ""; electric fan advertisements: "my reputation is blown out".

Creative design creative gift

In the new form, creative gifts have become a trend, and you must not ignore the link when choosing gifts. In addition to diy gifts, you can get happy design.

Creative gift design

It will also surprise the recipient. Dragging a mouse to doodle a desk calendar, designing several beautiful greeting cards, and a POLO shirt will make friends who receive gifts feel happy and happy! Creative gifts are more intimate and more expressive than ordinary gifts. Creative gifts are specially made for gift givers, and are integrated with thoughts and feelings.

Creative gifts are special gifts that focus on the commemorative aspects of gifts. They are unique and unconventional. Different creative gifts are different expressions of emotion. Creative gifts are precious, unique and tailor-made.

For an ideal creative gift, both the presenter and the recipient can express a special wish and convey a special message. Creative gifts are given to a wide range of friends, couples, couples, teachers, parents, children and so on.

Creative design gift customization

Creative gift customization is generally customized through some personalized gift customization websites. Personalized software is configured on the website. Then consumers can design gifts according to their own requirements, but not the entire gift is designed by itself. After choosing a gift, creatively print your favorite photos, patterns, text, graffiti, etc. on the gift, such as drinking glasses, pillows, t-shirts, crystals, desk calendars, and photo albums are more popular.

The domestic creative gift customization has developed rapidly, and many excellent websites have emerged, such as China's leading personal and corporate gift customization platform-Yipin.com is one of the best.

After all, creative gifts focus on unique creativity. Although creative gift shops have sprung up in the market, their creativity is almost the same, and there is no such thing as personality. Yipin.com believes that although the creative gift market is an attractive big cake, it is not easy to eat a piece of it. Businesses are also racking their brains to compete for ideas. Whoever is more creative means that they are more likely to seize business opportunities. And creativity must be around personality and fashion , and must reflect its technological content and value, and constantly understand the potential needs of consumers, and promote the extension of creative gift customization services to a higher level. Only in this way can the creative gift market truly enter a period of prosperity.