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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