Reading Response (71-96)

This chapter of the book focuses on conceptualization. Brainstorming and mental mapping are a great way to organize and generate ideas. Brainstorming is a great way to freely jot down ideas because in this phase of design you don't consider error; nothing is final. You don't judge or discriminate against whatever ideas come to mind because this is just a way to get out your first thoughts on paper. Early on in the design process, it is important to consider every aspect of the project in front of you. One must consider materials, sustainability, costs, design restraints, etc. This is important to consider in the beginning phases of design not while actually creating.  Another idea in this chapter was the use of poetry and it;s connection to innovative design.

The use of simile, metaphor, and analogy are all creative tools that help designers create unusual designs. It allows us to put two unrelated things together by considering how they are connected. This idea is very important because when designing you should try and consider the unexpected and play around with taking the opposite approach to what's already been done. Meshing things together that normally wouldn't be mixed is an important design concept. I enjoyed reading this chapter because it focuses on improving a designer's approach to a project and puts an emphasis on the importance of brainstorming.