1Chapter 3Working a Creative ProblemLearning ObjectivesBrannon Chapter 3 ©2011 Fairchild Books, A Division of Condé Nast 2Creative process enables designers to find innovative solutions Actions that make up the creative process Using mind mapping to visualize a creative challenge Role of serendipity (chance) in the creative process Brainstorming as a creativity technique Creative blocks and how to avoid them The role of critique in design development2IntroductionThe best designers trust the creative process to reveal the solutionCreativity is a process —a series of experiences used to generate a solution to a design challengeBrannon Chapter 3 ©2011 Fairchild Books, A Division of Condé Nast 3Myths about Creativity 1. Creativity is the same as intelligence2. Creativity involves sudden insight3. Creativity Is purely pleasurable4. Creativity works best when time Is not a factorBrannon Chapter 3 ©2011 Fairchild Books, A Division of Condé Nast 43The Creative ProcessCluster of abilities and behaviors applied to a problem to generate original resultsDesigners take from the surrounding culture imagery, meanings, and symbolsCreativity often involves visualization and metaphorBrannon Chapter 3 ©2011 Fairchild Books, A Division of Condé Nast 5Action 1: Clarify the Goals of the ProjectDiscover the essence of the challengeMind mapping can visualize the problem and the relationships between its partsBrannon Chapter 3 ©2011 Fairchild Books, A Division of Condé Nast 64Action 2: Search and ExploreThe designer researches familiar and unfamiliar domains through observation, travel, and imaginationSerendipity plays a part in this stage of the creative process Brannon Chapter 3 ©2011 Fairchild Books, A Division of Condé Nast 7Action 3: Develop Preliminary IdeasUtilize the technique of brainstorming to generate a design conceptCollaged concept boards become the guiding framework for a projectBrannon Chapter 3 ©2011 Fairchild Books, A Division of Condé Nast 85Action 4: Allow IncubationA period of incubation allows the unconscious mind to participate in problem solvingAlternating focused attention with relaxation allows participation of both the logical, analytical side and the imaginative, visualizing side Brannon Chapter 3 ©2011 Fairchild Books, A Division of Condé Nast 9Action 5: Analyze and Refine the DesignIn design refinement, ideas are converted to working models, production problems are analyzed, and market factors are consideredBalancing three concerns: •Aesthetics•Apparel production•Consumer preferencesBrannon Chapter 3 ©2011 Fairchild Books, A Division of Condé Nast 106Action 5: Analyze and Refine the DesignFlat sketches (flats) used to refine preliminary ideasSketches combine individual pieces into an accessorized ensembleDesigners consider:• Functional aspects• Interaction of garments with the body• Flattery• FashionBrannon Chapter 3 ©2011 Fairchild Books, A Division of Condé Nast 11Action 5: Analyze and Refine the DesignExploring designs in three dimensions using either:• Draping• Pattern making and sample makingBrannon Chapter 3 ©2011 Fairchild Books, A Division of Condé Nast 127Action 6: Reach a Decision PointConsult colleaguesEven negative comments are helpful when the goal is to produce the best design solutionBrannon Chapter 3 ©2011 Fairchild Books, A Division of Condé Nast 13Action 7: Implement the Decision Specifications turn flat sketches into a production packageThe specification package determines how close the final delivery to the store will be to the designer’s conceptAccuracy is essential in communicating with production managers whether they are next door or across the globeBrannon Chapter 3 ©2011 Fairchild Books, A Division of Condé Nast 148Learning to Like Critique Looking analytically at both positive and negative pointsGarments are usually merchandised as a group Groups are evaluated as components in a lineBrannon Chapter 3 ©2011 Fairchild Books, A Division of Condé Nast 15Checklist for Apparel Designers • Designing for aesthetics• Designing the look• Designing for fit• Designing the garment structures• Designing for the consumerBrannon Chapter 3 ©2011 Fairchild Books, A Division of Condé Nast 169I’m Blocked! What Now? Creative blocks keep people from seeing the problem or the solution and can arise from fear of the unknown or unexpectedBecoming aware of the sources of possible blocks can sometimes liberate a person from themCombat blocks by changing the focus from the negative to the positiveBrannon Chapter 3 ©2011 Fairchild Books, A Division of Condé Nast 17Chapter SummaryDesigners trust the creative process to generate a solution to a design challengeThe three main parts of the process are the search for inspiration, idea generation and editing, and turning ideas into resultsDesigners use techniques like mind mapping, brainstorming, editing, and critiquing during the creative process Successful design solutions represent a balance between aesthetics, the demands of apparel production, and consumer preferences Brannon Chapter 3 ©2011 Fairchild Books, A Division of Condé Nast