The best products come from the collaboration process and use mock-ups to perfect the concept early in the development stage. Wedding planners use 2D mock-ups to determine seating arrangements. Book publishers use 3D mock-ups to photograph books before they are printed. Filmmakers tend to create mood reels to promote film concepts in need of funds.
Regardless of the project, creativity is key in the collaboration process, which drives some form of mock-up. The tool allows the team to visualize spatial relationships, size and details. It also improves communication and an understanding of how the product impacts the human condition – the customer.
Every businessperson can benefit from using mock-ups by following three key principles.
Rapid prototyping has been alive for centuries. It’s ideal for finding the flaws in a product quickly. A mock-up of a book’s main photo or background with typography can be quickly discerned as being too small or the wrong color. The faster you learn what doesn’t work, the sooner the ideal look comes into play.
The playfulness of the mock-up process stimulates creativity that one-ups the previous concepts. Each step moves the creators a step closer to their final design and a clear understanding of the products use and feel. Rapid prototyping trims off months of development as it brings focus to flaws that are quickly corrected.
Transferring the conceptual into the physical realm gives creators an understanding of the complexities and vast details required to polish the details of their product before production. This not only saves large sums of money, but it also alerts the team to the depth of focus required to turn their imagination into reality.
Without understanding the massiveness of the project, creators are often blindsided by the large scope of their concept. Few professional filmmakers start shooting a script without first counting the cost of time and effort involved in shooting 1,400 – 1,800 shots that it takes to make their picture.
The human condition rarely makes its path known in the ever-changing structure of society. Focus groups are used to hone in on a plausible direction by observing potential customers interacting with a prototype. The perceptions brought to bear by various age groups and other demographic profiles help the team redefine their key market segment.
Since 80% of all books are bought based on its cover design and 15% from the book’s back cover copy, authors are able to obtain advanced customer responses with prototypes. Speakers can test the impact of their topics with one-sheets and sales people can explore presentations with previz.
All collaborators can make use of mock-ups and vision boards to get a sense of how the service or product will make a difference in their marketplace. By focusing on the speed, mass and impact an idea will generate, the team is able to find its flaws and make the necessary improvements so release day is a rewarding celebration.
Copyright © 2016 by CJ Powers