(even though your brain’s been working on it for awhile)
How Ideas Form
Experts agree that creative thinking occurs pre-verbally before logic or linguistics come into play. Marketer and author James Webb Young, who published A Technique for Producing Ideas, in 1940, claimed that "An idea is nothing more or less than a new combination of old elements," and it is formed liked this:
An idea “suddenly”
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gather raw material.
You digest the material by thinking and talking.
Your brain starts to process the new info subconsciously.
Humans remember pictures more accurately than words because the brain encodes visual images more precisely.
Boost the power of memory.
There's more content available on the web than ever, and people switch between their devices approximately 21 times per hour.
Human brains were designed to process images, not words. Cave paintings appeared in 40,000 BC while the first letters appeared much later in about 1850 BC.
Users become part of interactive stories, shaping them with their decisions.
Encourages an active audience.
Why good ideas are important
Allows for non-linear narratives.
93% of people said interactive content was effective at educating a buying audience, and interactive content generated conversions more than 70% of time.
Convince people of truths.
Images inflate subjective feelings of truth, which means pictures can help you convince people of whatever you are trying to tell them.
Ads employing certain images can lead to less inhibition, "translates to less restraint in the buying process."
Seduce people to buy.
Grabs Viewers' Attention.
Internet users prefer to explore their interests through clicking, watching, and revisiting.
Help people understand concepts better.
Educates people and convinces them to buy.
see how to generate good visual ideas
As a marketer, you need to generate good ideas consistently to stand out. Make sure your content gets noticed and engages your audience by incorporating VISUALS and INTERACTIVITY.
Paste your favorite to the center of a piece of paper.
Take a break and come back with fresh eyes.
Analyze these images and determine what makes them feel cliché. Use your reactions as a guide for your visual direction.
Create a sketch of your topic’s central image.
Add images that represent subtopics.
Make a list of non-visual sensory elements related to your subject.
Try to draw a visual representation of how those sensory experiences felt.
Draw one key image in the center of a piece of paper.
Visual ideas form in the brain the same way any other ideas do, and there are some great step-by-step methods of accessing those ideas when you need them.
Step back and look at the entire image. What story is being told? Does it trigger any ideas?
Visualizing sensory experiences
see elements of good visual ideas
Draw lines off the central concept and add images that represent main topics related to the central idea.
Give the sketch to another member of your team and have them sketch their own visual element.
Clip words, phrases, and images related to your project.
Comb through your images to identify any clichés.
Repeat until each team member has added a component to the drawing.
Draw every association you come up with for the central subject of your visual concept.
If possible, create those sensory experiences for yourself.
Look at the map and connect the outermost branches with the central idea. You may see two elements you would not have previously associated that can help you come up with an overarching visual idea.
Look at the drawing you’ve created, it may reveal linked visual elements that you might not have come up with on your own.
How to Generate Good Visual Ideas
Find clippings related to your central image and paste them near it.
Use these individual sensory sketches to get at a commonly understood, but rarely visualized element of your main topic.
The bottle indicates someone was out having a good time, doing something we all do, before one bad decision ended the fun forever.
People relate to them, remember them and pass them around. To be sure your visual idea is “sticky,” ask yourself if it meets the following six criteria:
see how to bring your visual ideas to life
This concept is about as simple and easy to understand as it gets.
The ragged hand and open mouth are strangely emotional for a silhouette. As we read the image’s message, we connect to it.
We've all seen crime scenes and read the drunk driving statistics.
A silhouette flattened by a car is something we can relate to.
It's violent, but abstract; jarring, but not gory. The unconventional presentation forces us to stop and decode the image.
The above image was designed in 1987 by Craig Frazier as part of a public service campaign aimed at persuading kids not to drink and drive.
ideas are ones that "stick."
Elements of Good Visual Ideas
Bring your visual ideas to life with Ceros’ interactive design platform.
Develop new content ideas for your marketing program with Oz.
How do you take your visual idea from concept to complete? You don’t have to be a designer to create visual or interactive content.
Bring Your Visual Ideas to Life