The Four 'Non Rules' of Concepting
Jeremy Garner, Executive Creative Director at Hiveworks, gives his four 'non rules' for coming up with ideas.
Be wary of anyone who tells you there’s a specific structure that you should adhere to when you are thinking up ideas. You should stick to whatever works for you, and you’ll soon get a feel for what helps you devise the best, most powerful stuff.
However, there are a few ‘non rules’ that you could try. These are not so much techniques but themes that I have noticed over the years.
So here they are: the four non rules of concepting that I encourage you to ignore in favour of your own non rules.
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