- more ideas generate and process
- approach conceptual and practical way of working
- deliver findings in a way that engages and surprises.
Edward De Bono - design seeks value and designs for the future.
Lateral Thinking - if you do not know the usual approach to a problem, you can more easily come up with a fresh approach. - suspend your thinking.
Provocative Operation - its hard to make objective decisions with subjective believes.
two parts to working out ideas
- generating publications
- movement- how you take the publication and make it into an idea
PO
- escape- pick something we take for granted and 'drop' it.
e.g. watchdogs that bark
po- watchdogs that don't bark
movement: watchdogs trained to press button triggering alarm and alarming authorities.
- reversal - take a normal relationship and reverse it
- distortion - you make a change in the normal sequence or change a normal relationship.
- exaggeration - exaggeration any one aspect of an initial statement making it somewhat unreasonable. Avoid exaggerating to zero.
e.g. calls for only 2 mins
movement - utilise time
- wishful thinking - make statement in the form "Wouldn't it be nice if-" Should be more than just a desire.
- PO - pencil writes by itself.
- random word - thinker chooses the word at random or out of a dictionary and relates it to the area they are thing about.
- provides a new entry point.
- linking the random word to the subject at hand.
- DECONSTRUCTION- Ellen Lupton
- book - french concurrence of the letter (visible language)
- Katherine McCoy -
- Post structuralism - more options and more wide (multiplicity) - its very critical; but in graphic design it has a more positive meaning e.g. Wolfgang Weingart - started to change the rules of modernism (post modernism) started the New Swiss Style typography.
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