Enhanced descriptions from Syndetics:

Twenty-five case studies show how award-winning designers create, polish and sell their designs.

Table of contents provided by Syndetics

• Chapter 1 Preparing for Ideas
• Getting to the Message (p. 4)
• Thinking With an Open Mind
• Controlling the Creative Process
• Knowing Who the Client Is
• Case Study: The Progressive Corporation Annual Report (p. 6)
• Preparing the Client for Creativity (p. 12)
• Client as Creativity Gatekeeper
• Case Study: Brainstorm (p. 14)
• Managing Expectations
• Beyond the Client Interview (p. 19)
• Decompressing After the Interview
• Looking Beyond the Client for Information
• Case Study: CD-ROM Packaging Marketing Program (p. 20)
• Defining the Boundaries for Creativity
• Case Study: Mayo Clinic Pharmacist CD-ROM (p. 26)
• Processing the Information (p. 28)
• Understanding and Clarifying the Message
• Defining the Objective
• Case Study: First Impression Positioning and Marketing Program (p. 32)
• Developing the Design Criteria
• Spinning the Information
• Case Study: Noranda Inc. Annual Report (p. 38)
• Chapter 2 Getting to Ideas
• Brainstorming Alone (p. 44)
• Catching the Ideas
• More Is Better
• Case Study: Visual Symbols Library on CD-ROM (p. 46)
• Follow an Uncharted Trail of Ideas
• Look to the Obvious
• Empty Your Brain of the Obvious
• Case Study: DIFFA, Chicago Benefit Communications Program (p. 50)
• Know When and Where You Get Most of Your Ideas
• Give Yourself Some Parameters and Constraints
• Combining Ideas to Make New Ones
• Extremes and Opposites
• Case Study: Mark Oldach Design Self-Promotion Program (p. 56)
• Know When to Go for a Walk
• Brainstorming in a Group (p. 60)
• Create a Haven for Innovation
• Look for the Creative Potential in all Projects, Big and Small
• Merging Words and Images (p. 63)
• Case Study: Andersen Consulting, Marketing Brochure for the Technology Assessment Group (p. 64)
• Creative Word Play (p. 67)
• Collect Words
• Case Study: Step 2 Identity and Kick-off Event Invitation (p. 68)
• Listen to the Words
• Organizing With Words
• Exploring Images
• Case Study: Champion Paper "Imagination" Series (p. 72)
• Doodle and Sketch
• Choose Tools That Implement Creativity
• Case Study: Warner Bros., Total Jazz CD Cover (p. 78)
• A Picture is Worth a Thousand Words
• Beyond Ideas (p. 82)
• When Do You Stop Brainstorming?
• The Voice of Judgment
• Forming Ideas Into Solutions
• Case Study: Posted Communications, Poster Series (p. 84)
• Chapter 3 Growing Ideas
• Editing Ideas (p. 88)
• Evaluating Your Ideas
• Reviewing the Objectives
• Remembering the Design Criteria
• Case Study: Jacor, Inc,. Annual Report (p. 90)
• Editing: Transforming the Concept
• Editing: Eliminating
• Case Study: Passport Brochure (p. 96)
• Adding Substance to Concept (p. 99)
• Voice, Vision and Viewpoint
• Case Study: Museum of Contemporary Art Giant Book (p. 102)
• Risk Is Relative
• Identifying an Original Idea
• Understanding Style (p. 106)
• Style With Rationale
• Passion as a Creative Tool
• Case Study: Cooper-Hewitt Museum Exhibit, Packaging the New (p. 108)
• Can You Be Too Creative?
• Identifying a Good Idea
• Can a Creative Solution Look Conservative, Even Boring?
• Case Study: UCLA Summer Sessions Poster and Claes Oldenburg Catalog for Gemini G.E.L. (p. 112)
• Pushing Ideas (p. 114)
• Enhancing the Concept Through Implementation
• Grid
• Type
• Case Study: Recycled Paper Promotion, Remarque Paper (p. 116)
• Case Study: Identity Program for Marlene Marks/Identity Program for Linda Chryle (p. 118)
• Images
• Color
• Paper
• Case Study: Caterpillar Capabilities Brochure (p. 122)
• Printing and Finishing
• Intuition
• Case Study: Children's Book, Journey: Travel Diary of a Daydreamer (p. 126)
• Accidents
• Contrast
• Sweating the Details
• Looking at the Big Picture
• Remember the Audience, In Spite of the Client (p. 133)
• Is the Design Working?
• Managing Client Expectations
• Controlling the Decision Making Process
• Creativity Begets Creativity