The principles of the creative process in graphic-visual brand identity design
In this paper, we present an analysis of the creative steps in designing ideas for graphic-visual brand identity. The analysis is based on three principles, drawn from creative problem-solving techniques found in the literature: (1) intuitive or rational approach; (2) use of related or unrelated sti...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2021 |
| País: | Brasil |
| Institución: | Universidade Estadual de Londrina (UEL) |
| Repositorio: | Projética Revista Científica de Design |
| Idioma: | portugués |
| OAI Identifier: | oai:ojs.pkp.sfu.ca:article/34913 |
| Acceso en línea: | https://ojs.uel.br/revistas/uel/index.php/projetica/article/view/34913 |
| Access Level: | acceso abierto |
| Palabra clave: | Creativity Graphic-visual Brand Identity Graphic Design Ideas Generation Criatividade Identidade Gráfico-visual de Marca Design Gráfico Geração de Ideias |
| Sumario: | In this paper, we present an analysis of the creative steps in designing ideas for graphic-visual brand identity. The analysis is based on three principles, drawn from creative problem-solving techniques found in the literature: (1) intuitive or rational approach; (2) use of related or unrelated stimuli; (3) free or forced elements association. Results indicate the predominance of intuition, the use of stimuli related to the problem and free associations. Thus, the experience and aesthetic sensibility of the designer are decisive in the management of the creative process and the generation of original ideas. |
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