Stage 3 - Conceptualization

In this chapter the key word is Concept.  Aspelund does a good job of providing a list of do's and don'ts when conceptualizing which I thought was very informative.  The list was very encouraging.  It's good to know that there is no right or wrong answer when finding a solution to your design. 

Having an agenda is a good place to start your brainstorming as Aspelund mentions.  I didn't quite know that there were rules to brainstorming, but I think it helps keep the designer on track.  Aspelund goes on and gives a full list of rules to follow.  He also refers to Gestalt perception.  Gestalt in German means shape, pattern, or form and a good gestalt has properties such as regularity, simplicity, and stability. 

There are other tools that can help a designer build on their process of conceptualization.  Aspelund mentions using similes, metaphors, and analogies as "poetic tools."  These can help you make more elaborate connections and is also part of brainstorming.  Another tool is called cubbing.  It is basically a  four-sided cube with descriptive words on each side without too much thought.  It involves quick ideas being jot down.  The last thing that stood out as far as brainstorming was the use of concept mapping, or in other words, mind mapping.  Since we have done this in class already, I felt like this process was vital in my brainstorming because it allowed me to begin with a simple idea and expand it quickly.  It was very useful during my process of brainstorming.

A concept is pretty much a visual of your idea that is slowly moving towards the solution (final product).  I think it's important to begin a project with basic ideas and further develop them over time slowly, rather than jumping right into something you know nothing about.  In the end, the final outcome will be rewarding and pleasing while knowing that it started with just an idea that became something more.