如何與創意人工作?

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如何與創意人工作?

如何與創意人工作?

現今以創意為主導的商業社會,相信大家都有跟創意人例如平面設計師、網頁設計師、廣告人員、創新者、作家、攝影師、影片製作師一起工作的經驗。大家對創意人天馬行空的想法是否感到很頭痛呢?UEA 的 Professor Robert Jones 提供了一些Tips給大家:

1. Bring them in early
The best creative people can contribute to the thinking, not just execute it. Bring them in early and take advantage of their way of looking at the world.
好的創意人士可以貢獻他們的想法,不只是執行。
在早期就將他們帶入專案並運用他們看世界的方式 。

2. Brief them on where, not how
Write a short brief that sets out where you want to get – including your goals, brand architecture, big idea, proposition and personality. But don’t say how to get – being prescriptive will limit creativity.
寫下一個簡短的概要說明你想要進行到哪裡─包含你的目標、品牌架構、big idea、proposition以及品牌個性。但不要說『如何』達到─硬性規定會限制創意。

3. Take time to bond
A formal brief is a start – but you need to feel in tune with your creative people too. Spend time with them informally. Go out with them into your business. Talk about what you like and don’t like.
一個正式的概要是起點─但是你也必須感受到你和創意人士是同調的。私底下花時間與他們相處。和他們一起出去並讓他們參與你的業務。說說你喜歡什麼及不喜歡什麼。

4. Encourage exploration
Don’t expect to get straight to the answer. Encourage your creative people to try out a range of responses to the brief, from cautious to far-out.
不要指望你能夠得到直接的答案。鼓勵你的創意人士嘗試不同方式來回應前面的概要,從小心翼翼到違反常規的。

5. Give feedback on what works
When you see a piece of work, say straight away how you feel: first emotional reactions are always valuable. Second, go back to the brief and highlight those parts of the work that are working best, and those that aren’t. Try to talk always about what works, not what looks nice. Remind the creative team of where you want to go, but don’t tell them how to get there.
當你看到其中一個成品,直接說出你的感受:最初的情緒反應通常都是最有價值的。第二,回去看前面的概要並強調他們做得最好的部分,以及那些沒做好的。嘗試談談什麼是可行的,而不是那一個看起來很好。提醒創意團隊你想走到哪裡,而不是告訴他們『如何』到那裡

希望對大家有幫助
翻譯/Jane
原文/2012 Brand Leadership- Brand in Action handout by Robert Jones

Photo via D. Sharon Pruitt, CC License

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