A technique for organized thinking. Developed by the Swiss astrophysicist Fritz Zwicky (1898-1974). This method requires you to consider all the logical possibilities. It may appear difficult but after a few attempts you may find it very effective in organizing visual elements.
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Alex Osborn created a type of checklist to stimulate new ideas. Coming from advertising himself, he originally conceived it as a method of improving and expanding on existing products, but then retooled it to generate more ideas specifically for advertising.
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This technique was created to help new creative minds understand how to approach a marketing problem in a practical way. In fact, Geared's founder, Bil O'Neill, has been teaching this "visual and word association" technique to college students for over 10 years. Many of his student's work has be recognized in the industry's creative advertising awards shows
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