Resumen: Problem.solving remains the central tenet of most creative professionals’ lives, but very few book have been devoted to the process. Until nos.
This book examines the role of problem-solving in design and communication, exploring the ways craetives interpret their clients’ brief, propose new ideas to familiar problems, rework established brands and reinvent existing products.
It identifes the eighteen generis problems common to all areas of communication then refers to a huge cross-section of different solutions, with over I, ooo images of over 600 separate projects.
It takes internacional examples of design and advertising, branding and identity, writing century to today, illustrating success, as well as failure.
Every chapter concluyes with a case study
That looks at one individual or agency’s particular solutions in greater detail.
In an environment of increasingly sophisticated consumers, sceptical of tradicional marketing messages, where identifying the right problem 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 desing and communication industries.

Bibliografía : p. 284