7 Creative Strategies
The objective of this project was to explore the 7 creative strategies that help graphic designers to communicate ideas in a visually impactful way. In order to achieve this, I chose the basic dinner spoon and applied each strategy to create a meaningful message that also encourages the viewer to see the spoon in a new way. These ideas came from various methods of brainstorming — rough sketching, mind mapping, word association lists, and a lot of research. Some compositions went through more refinements than others, but in the end, I'm happy with how each of them turned out. My hope is that each idea brings a smile or a "now that's clever"!
Combination:
This strategy is about combining two different or unrelated things to create a new object that still makes some sort of sense. This composition is successful because the spoon works as a good substitution for a tongue, both in shape and in purpose. The title cleverly brings the ideas together.
Juxtaposition:
This strategy is about surprising the viewer by combining unexpected objects. Differences between two things are highlighted rather than similarities. This composition was a bit of a struggle for me and went through many refinements. This final product is successful because a pristine spoon on a messy cutting board is a different environment than you would expect. Spoons aren't for butchering!
Isolation:
This strategy focuses the viewer on an element in a composition by separating it visually from its surroundings or other objects. In this piece, a silver spoon is clearly separated in the space. Not only that, but the purposes and quality of both materials are separate as well. The title of the composition cleverly hints to the quality and placement of the spoon.
Metaphor:
This strategy is focused on the meaning of an image created with an object as it relates to something else. I had quite a few ideas for many different metaphors with a spoon, but this won in the end. The image showcases a spoon scooping up what looks like whipped cream, when in reality it's a cloud over very dry earth. The title, "scoop on the weather", hints at a weather forecast.
Change of Context or Environment:
This strategy contrasts objects with unnatural or uncommon environments to highlight a concept or communicate an idea. I originally sketched a giant spoon digging out a crater in the earth, maybe the Grand Canyon. However, in searching for those assets, I came across a whirlpool photo and a new idea took hold in my mind. I loved the idea of a spoon stirring up the water as if it were a regular task. In the end this composition is a successful example of an everyday object used unnaturally in a different environment — a giant spoon "causing a stir" in the ocean.
Physical/Shape Similarity:
This strategy uses physical similarities to showcase connections between objects that normally don’t connect. The "Farm to Table" composition above works because a spoon has both material and shape similarities to a shovel. This idea was in my brainstorming exercises from the beginning and I enjoyed searching for just the right asset to implement my idea in Photoshop.
Material Change:
This strategy swaps a material property that we are accustomed to with another. I really wanted to create a "dessert spoon" and boy were my digital drafts rough. I had a hard time making the part of the spoon that you put in your mouth look like a dessert. I tried masking a cookie, a waffle cone, chocolate, and more, but it just lost the look of a spoon. Upon discussing my struggles with my artistic brother-in-law, the idea of the handle being the material change took place. I immediately thought of the old fashioned stick lollipops that I enjoyed as a child. While searching for a photo of one of those, I came across this colorful and fun shaped lollipop and I knew that it was the winner. This lollipop worked perfectly as a substitute for the handle of the spoon. I love how it turned out and enjoyed creating the shadow to give the composition more interest as well.
