What Is "Concept"?
If you've ever worked closely with a Director or Designer in any creative industry you've undoubtedly heard them mention this thing called "concept". But what exactly is a concept? To some it is the thing that sticks to the roof of your brain and to others it is what creates the Aha! moment of a piece. If you're even more confused now than before you won't find any help in a dictionary where concept is traditionally defined as, a general notion or idea. Ambiguous enough? So why do creatives toss around such a seemingly hefty word and then attach the most ambiguos definitions along with it? It has to be maddening to their Account Executive counterparts.
Let me cut to the chase.
Directors and Designers, the world needs you to come together and craft a clear and concise definition of what constitutes a concept. Add your best definition of concept in the comments below and if you need a little help you can harness the power of the twitterverse using hashtag #defineconcept.
Save the concept. Save the world.
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