It’s only possible to come up with so many ideas before you hit a rut.
So how do you get out of it?
Coming up with great creative ideas is all about seeing possibilities. Finding connections between seemingly random facts, benefits, points or images to create interest, intrigue and surprise.
To get the public who see that ad to think about the product you’re selling in a new way.
When you start working on a brief you can usually see a load of interesting angles quickly, but no matter how good you are those ‘what-ifs’ will run out.
You have to stimulate your brain to start making new connections.
One way I’ve always done this is by looking at nice things.
It used to be flicking through books or a collection of tear-outs. Now it’s a folder on my machine called ‘Interesting Stuff’, a place I save screenshots of anything that’s caught my attention.
When I’m stuck I randomly click around it.
Whether I’m seeing illustrations, artworks, nice type, colour palettes, good ads, quotes, layouts, photography, it helps shift my brain around.
It’s not about seeing something and copying it.
It’s just about spotting alternatives.
For example, everything you’ve put down to that point might have a bold and shouty copy tone. But a pastel colour palette ref makes you think, ‘actually could we do an idea that’s more understated that draws people in’.
Angles you’ve not seen till that point are exposed and highlighted.
We used to have a wall in the agency where we’d pin this type of stuff up. Analogue style.
It takes no time to set-up. It might just save you a ton of time in the future.
