Problem: you can't buy a book about problem-solving.
Solved: you can now.
Problem.solving remains the central tenet of most creative professionals' lives, but very few books have been devoted to the process. Until now.
This book examines the role of problem-solving in design and communication, exploring the ways creatives interpret their clients' brief, propose new ideas to familiar problems, rework established brand and reinvent existing products.
It identifies the eighteen generic problems common to all areas of communication then refers to a huge cross-section of differents solutions, with over 1,000 images of over 600 separate projects.
It takes international examples of design and advertisign, branding and identity, writing and art direction, from throughout the twentieth century to today, illustrating success, as well as failure.
Every chapter concludes with a case study that looks at one individual or agency's particular solutions in greater detail.
In an environent of increasingly sophisticated consumers, sceptical of traditional marketing messages, where identifying the right roblem to solve is almost as important as the solution itself, this book provides essential reading for students, professionals and interested observers in all areas of the design and communication industries.