Concept Statement
A concise, memorable statement that tries to capture the "essence" of a product, particularly its uniqueness. . . . . . . . .
A project could, for example, be targeted at professionals but the graphic designer, lacking this information, may give it a "playful" look. . . . . . . . . .
It is important that the statement really uses the core attributes and does not add anything new. . . . . . . . .
A concept statement, is a statement that directs how your design is going to look. After someone reads your concept statement they should be able visualize what you stated, the mood, tone, images and typography. . . . . . . . . .
When you read your statement it should immediately give you and the READER visuals. . . . . . . . .When you are done designing you should be able to read your statement and people should be able to see why you made the choices you did and how they relate to the statement. . . . . . . . .
If you were re-branding something you wouldn't look for a statement that conveys the current mood of the company but want you want it to be like in the future.
a successful concept statement doesn't state the purpose of what you are going to design. it doesn't use any words like... I will, I want, This project. . . . . . . . .
. . . . . . . . .only words that evoke a mood or feeling. it is a short story. It can start with a definition, a quote or a comparison and then elaborated.
Before you start developing your concept your should have completed an associated word list, selected key words and defined them, written a to suggest list (design and business objectives). These will help you with your concept statement. . . . . . . . .
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