Design BridgeDesign Bridge


Quick thinking: five ways designers can get to ideas faster

Coming up with brilliant ideas isn’t always easy, but there are all sorts of things that you can do to help spark creative thinking. Hugh Roberts, our Brand Strategy Director, recently shared his tips on how to generate and share creative ideas quickly. Hugh’s article was originally published on Design Week, and they have kindly allowed us to reproduce it for our blog readers below.

So if you’re intrigued to find out what Columbo, a napkin and chemistry lessons all have in common, please read on…

Hugh Roberts crop

Creative planning is not maths or physics. We aren’t uncovering immutable laws of the universe or logical truths. We are telling stories; concepts that resonate with our audience at that moment in time.

In the creative process, ideas (and the way we express them) need to evolve over time. The right expression of the right idea at the right time. Just enough to provoke and inspire. Not overworked or undercooked. Judging the timing of an idea is just as important as the idea itself.

As creative people we need to be confident to have early ideas and to share them in different ways. We need to be fast and agile. So without further ado, here are some metaphors about getting to ideas early and expressing them quickly. You might even call them tips.

The sketch

Also known as the prototype. We need to go on a journey from character studies, to pencil compositions, to a more painterly creation. Dare I say that we are not in the business of oil paintings – watercolours are more fit for purpose in our fast-moving commercial environment.

The hunch

TV programme Columbo is compelling because we all know who the villain of the piece is, but we can’t quite nail why or how or when. Our detective has a hunch and he pursues it relentlessly (“just one more thing”). Like Columbo, we must listen to our intuition. We wrap the solution in tighter and tighter circles until we nail our quarry!

The napkin

Surprise yourself by revisiting your hypothesis at unexpected times. A fresh perspective will come from a fresh environment, or even a couple of glasses of wine. If you can’t get your idea on the back of a napkin it’s not simple enough. If you daren’t explain it over dinner it’s too boring!

The saturated solution

Remember chemistry lessons? It doesn’t matter what you drop into the super saturated solution, a beautiful crystal will emerge around it over time. Be unafraid to drop a nugget in to the right environment (lots of talent, commitment and passion) and a beautiful result will emerge. It’s not where you start that matters, it’s the fact that you have started.

The storyboard

Remember that it’s a story. Use storyboarding techniques to think about the sequence, structure, and interaction of your ideas. Don’t sit in the director’s chair before you know how the movie ends!


Want to read more from the Design Bridge Strategy team? Catch up on their ‘I wish I’d written’ series, read Simon Black’s thoughts on the importance of storytelling for branding and design, or check out Natalie’s blog post on what life is like as a Strategist in Amsterdam.

by Anna Stanford

, , ,




At the Bar with Vincent Reinders from 22Tracks