“The func*on is the ‘what’ of the work; the form is the ‘how’ of the work” (Carroll, 1999, p.145)
The ‘what’:
The ‘how’:
• The purpose of the work/ the problem you are trying to solve – e.g the message, story, emo*on etc. that you want to communicate • Briefs -‐ client’s needs • Who your audience is
• Things that will add strength to the design’s func*on or clarify your idea such as:-‐ • Choice of colour • Tone of voice/style • Composi*on etc.
Idea 1
Idea 2
Idea 3
Idea 4
Idea 5
Idea 6
Idea 7
Which idea to do?