While the Mac is probably a designer’s most important tool, facing the
computer screen is the last place you want to be if you need to dream up
some big ideas. The best thinking still comes about the old fashioned
way–with paper, pencil and "thoughtful discussion" (a polite way of saying
passionate, heated debates).
When it comes to how and where creatives think best it differs for everyone.
For me, ideas flow most naturally when I’m physically doing something
else…driving, walking, showering, etc. Once the information is digested
and allowed to settle the most obvious ideas are quickly discarded and more
complex ones begin to take shape. The exciting part is how quickly they rise
to the surface. This remains the most unpredictable, yet incredibly
critical part of the creative process.
The greatest fun lies in bringing fresh ideas to life (I’ve coined the
phrase "giving birth to the brand") in ways that make them unique and truly
ownable. Only after careful thought has been given to copy, color, graphic
elements, typography, imagery, etc., should the computer be used. Even
though Adobe’s Creative Suite makes it easier and faster than ever to make
someone’s vision a reality, you still have to tell it what to do.
Angela Costanzi, Director Creative Services
