The AdamsMorioka's new blog has really struck home on this one. I have really felt that same trend that they describe as being a problem. Naturally my first solutions to some design problems have been to jump directly into depiction of the scene or to come to the first logical solution. Since being here at KCAI I've been working to stop this habit that creates possibly attractive but less intelligent work that could be created with more research, and thoughtful process.
The fused metaphor formula that Lou Danziger taught them works in the way that symbol A and symbol B is combined to create a new and better result. So you start with making a list of every symbol. The example they used summer in Los Angeles: Summer; sun, beach, beach umbrella, swimming pool; Los Angeles; freeway, oranges, palm tree, etc. After this they combine the two. If you create different combinations of symbols rather than scenery to create a intelligent and memorable design solution.
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