Creative

Platform
Reviewed by: Mdm FidaFidot

BOOK
REVIE
W
 ph ic d e si gn e r c o n s id e rs many
A gra
a sp ec ts b ef o re fi n a ll y cre ating
design
th a t w e li ke to lo o k a t ag a in
a visual
d a ga in . T o c re a te c o n c ep tual
a n
p hic des ig n s is a le n g th y process
gra
v e rs a lo t o f p h a s es . H er e the
that co
er la y s d o w n th e fo u n da ti on of
desig n
the design.
BOOK
REVIE
W
Creative
Concept
A creative concept is an overarching “Big
Idea” that captures audience interest,
influences their emotional response and
inspires them to take action. It is a unifying
theme that can be used across all campaign
messages, calls to action, communication
channels and audiences. Typically, the creative
concept is embodied in a headline, tagline
 and a key visual. Successful creative concepts
are distinctive, memorable, unifying and
relevant.

Jens pp 33
Martensson
Creative Brief

Creative concepts are based on creative

brief. This ensures that concepts are
informed by a strong understanding of the
situation, the audience, the channels that will
be used, the objectives the campaign seeks to
reach and the benefits the audience will
respond to. The creative team develops
multiple creative concepts based on this
information and then concept tests them to
determine which one resonates best with the
audience.

Jens pp 44
Martensson
 achieve goal?)
► Marketing Strategy (What should they do to
■ Ex: to create a product awareness thr
ough advertising
’s goal for their product campaign)
wow
► Marketing Objective (The client
to se ll 200 0 un its of Pr ot on X5 0 pe r month from Jan to Jun 2021
■ Ex:
ive wa nt to say or show to the consumers?)
► Communication Object (W ha t do we
eat e an im age of life sty le tha t ca n be associated to Proton X50
■ Ex: to cr
► Communication Strategy (H
ow do we want to do that?)
mp ris ing of : TV C, Ra dio Ad , Bil lboard, Poster and Banner
below the line co
■ Ex: to execute an above the line and
ng wa nt con su me r to pe rceive the product as?)
► Product positioni (W ho we
Pro to n X5 0 is a fas hiona ble an d sty lish car for the trendy generation
■ Ex : e, the channels that will be
and in g of the situatio n, the au die nc
► Creative concept concepts are
informed by a strong underst
mp aig n see ks to rea ch an d the be ne fits the audience will respond to.
used, the objectives the ca
St ra te gy (To co mm un ica te wh at the product can do or offer you)
► Message sp ace , it is also available at a reasonable
est tec hno lo gy an d
does not compromise on lat
■ Ex: Proton X50 has a sporty look that
price and variant.
mo od or ex ecu tio n to be in del ive ring the) creative concept?
► Tone & Manner (How do we
want
■ Ex: Sporty, modern and Hi-tech

Jens
Martensson pp 55
MOODBOARD
WHAT O
O p
pppsss
s !
!
THAT?
at es  o ur  c on ce pt s and  v isu al idea s. It is a
► A moodboard is a visual tool that 
communic
en t of im ag es , m ater ial s, pi ec es of text, etc.
em
well thought out and planned arrang cula r sty le or concept.
ok e or pr oj ec t a parti
that is intended to ev

► Why Do We Use A Moodboard?

► To give us a process to build a clear de
sig n story that we want to use in the spac
e.
► Using a moodboard helps you to expres
s the vision you have in mind for the pr
oject.
► Sometimes its very complicated to expr
ess your visual ideas to others. A moo
efficient visual communication tool. dboard is a very
► A moodboard is a good starting point to
get things done. It will help you collate
ideas, and help to define the project. and focus your

Jens
Martensson pp 66
 Putting all together
How to create a moodboard
► Choose the layout you want to use to best
combine and present the creative elements of
your design.
► One of the simplest and most effective
presentations is to create a collage with the
images you’ve collected.
► Images and ideas can also be grouped together
using borders to organize the layout of your
board.
► You can also place images and words in
sequential order to make the different elements
Outline
Outline concept
concept of your concept flow together logically from
one idea to the next.
► Colors and varying text styles can be used to
change the emotional impact of the different
elements of your marketing design.
Jens pp 77
Martensson
Large image slide

Jens pp 88
Martensson
Large image slide

Jens pp 99
Martensson
Large image slide

Jens pp 10
10
Martensson
Thank
You
Just me myself and I
norafidah@gapps.kptm.edu.my