Triggers to create a concept rayn howayek
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The document outlines 22 different triggers or techniques for creating concepts to communicate a product's unique selling proposition (USP) or key benefit without using words. These include depicting the USP through pictures, combining the product with something else, comparing it to unrelated contexts, repetition, exaggeration, inversion, suggesting alternatives, paradoxes, storytelling, absurd/surreal ideas, literal interpretations, and using metaphors or alternative media. The goal is to find vivid, engaging ways to portray the product's benefit through visuals and new perspectives.
Triggers to create a concept rayn howayek
- 1. Triggers to create a concept 22 triggers By Rayn Howayek
- 2. I- Without words • How could the USP be depicted without words? How can the benefit be portrayed in one picture?
- 8. II- Mixing and Matching • How can the product be combined with something else in order to make the USP dearer?
- 12. III- Comparative Juxtaposition • How can the benefit be communicated by comparing the product with something from a completely unrelated context?
- 18. VI- Repetition and Accumulation • How can the product benefit be emphasized by repetition?
- 31. V- Exaggeration • What exaggeration (biggerm longer heavier thicker smaller shorter flatter, etc.) could represent the benefit more forcefully?
- 32. Exaggeration
- 33. Exaggeration
- 34. Exaggeration
- 35. Exaggeration
- 36. Exaggeration
- 37. Exaggeration
- 38. VI- Turn it Right Around • How can the benefit be depicted by inverting something familiar into its opposite? Convert the benefit into a disadvantage; show the negative instead of the positive, reverse roles. And change the perspective.
- 39. Turn it Right Around
- 40. Turn it Right Around
- 41. Turn it Right Around
- 42. Turn it Right Around
- 43. VII- Omission and suggestion • What could replace the product? Who or what could take its place in order to focus on the USP.
- 49. VIII- Paradoxes and optical illusions • How can a paradoxical or contradictory statement emphasize the benefit of a product
- 50. Paradoxes and optical illusions
- 51. Paradoxes and optical illusions
- 52. Paradoxes and optical illusions
- 53. Paradoxes and optical illusions
- 54. IX- Provocation and shock tactics • How can the product or its benefit be depicted provocatively? What could no one dare to say about the product?
- 55. Provocation and shock tactics
- 56. Provocation and shock tactics
- 57. Provocation and shock tactics
- 58. Provocation and shock tactics
- 59. X- Playing with time • What effect does time have on the product? How will the product change the user’s future?
- 64. XI- Spoof and parodies • What opportunities for spoofing (Legends, fairy tales, movies, TV shows, etc.) or parody (clichés, stereotypes, etc.) does the product offer?
- 69. XII- Symbols and signs • How can the product benefit be represented more simply by symbols or signs?
- 74. XIII- Telling Stories • Which of the following dramatic styles would be best for presenting the product benefit (Horror, thriller, adventure, Comedy, action, soap, opera, etc.)
- 75. Telling Stories
- 76. Telling Stories
- 77. Telling Stories
- 78. XIV- Absurd, surreal, bizarre • What is the most surreal or absurd idea that would put the brand or benefit centre-stage?
- 82. XV- Take it Literally • What ideas or statements about the product can be taken literally in order to generate witty or satirical visual images?
- 86. XVI- Change the product • How could the product be depicted differently to best communicate its benefit? Change its shape? Change its use? Change its location? Alter the way it looks, moves, sounds, smells?
- 89. XVII- Alternative uses • What unorthodox ways of using the product would give a striking demonstration of its USP?
- 90. Alternative uses
- 91. Alternative uses
- 92. XVIII- Double meanings • What verbal ambiguities emerge from the brief? (Obscene, sexually suggestive, provocative, playful, witty, etc)
- 93. Double meanings
- 94. Double meanings
- 95. Double meanings
- 96. XIX- In the beginning was the word • What sayings or proverbs does the product or its USP make you think of? How would others describe the product or its USP? (Your grandparents, politicians, housewives, etc) Listen to everyday talk (jargon, dialect, slang, etc.). What contradictions do descriptions of the product provoke? (Eloquent silence, bittersweet, la force tranquille)
- 97. In the beginning was the word
- 98. XX- Reframing • Is there another context within which the product would be surprising?
- 99. Reframing
- 100. Reframing
- 101. XXI- Metaphor and analogy • What metaphors or analogies can be found in nature (technology, etc.) that will represent the brand or the benefit at a glance?
- 102. Metaphor and analogy
- 103. Metaphor and analogy
- 104. Metaphor and analogy
- 105. Metaphor and analogy
- 106. Metaphor and analogy
- 107. Metaphor and analogy
- 108. Metaphor and analogy
- 109. XXII- Alternative media • How can an outdoor site be used in a fun to attract and involve the attention of passersby? What familiar places or objects can you use for you AD to attract in a provocative way?
- 110. Alternative media
- 111. Alternative media
- 112. Alternative media
- 113. Alternative media
- 114. Alternative media
- 115. Alternative media
- 116. Alternative media
- 117. Alternative media
- 118. Alternative media
- 119. Alternative media