Arts Thread: A Textbook For Generating Creative Ideas

Arts Thread: A Textbook For Generating Creative Ideas

Ideation, the combination of 'idea' and 'generation,' is a natural process that can be spurred along with specific techniques.

Katie Dominy
  • 22 november 2011

Nik Mahon, Senior Lecturer in Advertising at Southampton Solent University is the author of the recent AVA Basics publication Ideation that explains the process of generating creative ideas. A must for all advertising students packed with interesting case studies from all around the world, plus most importantly – practical exercises to complete along the way.

Nik starts by saying how Ideation, devised from the words ‘idea’ and ‘generation’, can be a natural process and can be spontaneous. But, working in advertising, as Nik has done as Creative Director, means that there is always a looming deadline and ‘it is necessary to take proactive measures to gain inspiration and generate creative solutions.’

Nik runs through the general principles of how to come through to ideas, from breaking routine and re-interpreting the problem to lateral thinking and challenging assumptions. Interviews with creatives such as Nigel Clifton of EHS 4D show how the creative process works at different agencies.

Next Nik tackles creative techniques such as mind maps, group brainstorming and working out the real benefits to consumers from a product – beyond the obvious and the creative use of metaphors and similes to engage the audience.

The final section deals with the different ways in which advertisers can jolt the public into engaging with a product though ways other than conventional print and also how to use those key triggers of humour and shock and sex – sometimes all together.

We also liked the Working with Ethics section at the back of the book which is designed to make readers question their work through topics such as sustainability and stereotypes.

For more information on AVA Basics Advertising: Ideation

[Written by Katie Dominy. Originally published on the Arts Thread blog. Republished with kind permission.]

ARTS THREAD bridges the gap between education and the creative industry. For the first time ever, design students, graduates, universities, schools and the creative industry can network worldwide. Learn more about Arts Thread.


Transformable Table Maximizes Utility In Small Spaces

Design & Architecture
Syndicated Yesterday

How Fashion Became All About Fonts

Why a new wave of designs have put typography front and center on your clothing

Retail Yesterday

GM And Audi Are Experimenting With Car Rentals In SF

The automakers are trying something new to capture the segment of urban dwellers who don't want to own a car


Get PSFK's Related Report: Future of Work

See All
Travel Yesterday

This Vertical Forest Hotel Will Improve The Air Around It

An architectural firm is creating a lush mountain lodging in China with so much greenery that it will actually clean the atmosphere

Related Expert

David Polinchock

Emerging Technologies

Europe Yesterday

This Company Believes Insects Can Provide Biofuel To Power Our Future

A Polish group is testing out a new factory concept that can provide a source of renewable energy, and even serve space missions

Technology Yesterday

Music Venue Caters To Virtual Reality Events

Boiler Room has launched the first VR hub for content creators to capture special footage for the masses

Gaming & Play Yesterday

Automated Chessboard Lets You Play Against Anyone In The World

Square Off is an AI-powered board that can move the pieces on its own


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed october 25, 2016

Marketing Experts: Millennials And The Power Of Cool

'Good Is The New Cool' Authors Afdhel Aziz and Bobby Jones share their 7 principles for branding with a social impact

PSFK Labs october 25, 2016

The Keys For Exceptional Performance On And Off The Field

PSFK Labs' new report highlights five important insights for businesses to perform better than the competition

Technology Yesterday

Contraband Recorder Helps Those In Need Capture Captive Conversations

Designer Marianna Mezhibovkaya created the device to help prison inmates capture crucial evidence of abuse

Advertising Yesterday

A Compelling Brand Purpose Is Never Born In The Boardroom

Strategist and Designer Anna-Rae Morris shares why she believes all brands exist for a reason, and how Snapchat has upended our behavior

Retail Yesterday

Creative Leadership Expert: Experiencing A Seismic Shift From Brand Loyalty To Interface Loyalty

Marc Shillum, founder of Chief Creative Office, explains why product designers must rethink the way they capture consumer attention

Fitness & Sport Yesterday

Editorial Roundtable: The Xs And Os Of Performance-Enhanced Sports

WHOOP, ShotTracker, Rithmio, PlaySight, STYR Labs, EverybodyFights and Lift / Next Level Floats explain that we're only at the iceberg's tip of performance enhancement

Technology Yesterday

Microsoft’s New E-Paper Sticky Note Runs On Ambient Light

Researchers have developed the first e-ink display powered entirely by office bulbs

Sustainability Yesterday

Modern Home Created Entirely Out Of Modular Shipping Crates

A project in Ecuador used the ubiquitous material to design a spacious and industrial-chic house

Retail Yesterday

Retail Concept Offers Food Hall Inspired Space For Online Brands

The store will offer a lower cost way for internet entrepreneurs to try physical retailing

No search results found.