Book Research


1. [ The a-z of visual ideas- How to solve any creative brief] by John Ingledew

Key research information

-Ideas: a sudden mental picturing of possibility- the realization that there is a possible way of doing something

-Motivation of all human creativity is the desire to communicate. 

-Brainjack: triggers a mental reaction such as inner smile

                 (v) to communicate by seizing someone’s imagination

-“You have to crop everything down to concentrate the viewer’s mind. The more extraneous stuff there is, the more you lose sight of the idea”—Clire Challis, art director and teacher

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