Design Thinking
Glossary
Personification
The abstract representation of
particular aims, attributes or
characteristics of a company,
product or programme in a
graphic device that is clearly
recognisable by a target group.
Point of difference
The combination of values and
attributes that differentiates a
company or product from all
other similar companies or
products. Also called unique
selling point (USP).
Proportions
The spatial relationship between
elements within a design. Simple
guides to establishing design
proportions include the rule of
thirds and the rule of odds.
Proposition
The general idea and values
that a design will present to a
target audience.
Prototype
A trial to test the technical
or aesthetic feasibility of a
design idea.
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7 / Unleash creativity
The ideation stage is the moment to
unleash creativity and so pull out all the
stops. Review the information generated
during the research stage then follow
your instinct when generating ideas for
design solutions.
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Title: Basic Design-Thinking
Client: QPL Size: 160mmx230mm
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