Chapter 10 Developing Design Solutions
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and cost. Many of us cannot always afford
the very best answer. Our budget and the
length of time we expect to keep the product
enter into our product choices. For example,
you might find it unwise to purchase a $900
racing bicycle because you are only going
to use the bicycle to ride occasionally to the
park. If you regularly ride a bicycle to work
or go on cycling vacations, you might be able
to justify the expensive model. Likewise, the
“snapshot” photographer probably does not
need the most expensive digital camera. The
professional photographer would choose
such a camera, however. Product-design
activities produce a wide range of products.
This variety allows consumers to select one
that meets their performance needs and
financial resources.
Developing Preliminary
Solutions
Designs start in the minds of designers,
engineers, or architects. Ideas can be stimu-
lated in various ways. Three popular tech-
niques are brainstorming, classification,
and what-if scenarios. After people have
put forth their ideas, they then record the
ideas in rough sketches.
Brainstorming
Brainstorming is a process requiring
at least two people, although most people
find that having three or more participants
in the process is usually more productive.
This process involves seeking creative solu-
tions to an identified problem. Members of
the group offer individual solutions that
they think will work. See Figure 10-7. Pro-
posed solutions often cause other members
of the group to think of more ideas. The
strategy uses a concept called synergism.
Synergism builds on the individual contri-
butions of the participants to make a larger
whole. The number of ideas the group
generates is more than the number they
could develop if each person worked alone.
Brainstorming activities work best when
the group accepts some basic rules. These
rules include the following:
Encourage wild, far-out ideas. There
are no bad or stupid ideas. Wild,
but promising, ideas can always be
engineered back to reality.
Record the ideas without reacting
to them. Many people stop offering
some of their ideas if they are
criticized. To avoid criticism, they
provide only those ideas they think
the group will like.
Seek quantity, not quality. The
chances of good ideas emerging are
increased as the number of ideas
increases.
Keep up a rapid pace. A rapidly
paced session keeps the mind alert
and reduces the chance of judging the
ideas.
Figure 10-7. Members of a graphic design
team brainstorm ways to improve a design
for a national advertisement.
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