Let’s Go To The Concept
Have you ever thought about the meaning of the word concept?
The concept is a term that is widely used in various fields such as design, advertising, communication, construction, politics, economics, and basic sciences. It refers to the underlying idea that supports the main point of view and is considered as a cycle between the concept (something that has not yet been realized) and the product (something that has been produced). Every manufactured product starts from an initial concept that forms its core. The main concept is situated in the middle of the conceptual classification model and deals with both something concrete and detailed (an unfinished design) and an abstract approach (a formula for everything).
For instance, from the disassembled parts of a bicycle, more than 10 different models can be created. The basic concept of components works like this: bicycle parts definitely lead to bicycle production, but what kind of bicycle? This changes the concept level. To go from the operational concept to a high concept and get the design of the experience, a journey from the operational concept, which contains many details, to the high concept, which is abstract, is necessary. If the base concept is copyable, it loses its ability to be copied in any direction, whether it is the operational concept or the top concept. This means that one of the logic of reaching the top concept is the non-copy ability of that concept.
The concept is directly related to the values or the value sought. To reach a final point of view (vision), a powerful concept that moves along the path by answering the question of “how” and “why” is required. The concept is the approach to achieving the goal, and the vision is the direction in which one is moving, and the view that one has of something. The vision is the main goal that the concept reaches in the design journey. The strategic concept should be clear, meaningful, and valuable, and should involve abstract and valuable concepts that can be used to build on each other. Finding the most suitable type of concept, and creating an abstract and valuable concept with a general working method and approach is one of the most important definitions of the strategic concept.
Words make the world
The way of approaching a subject greatly impacts the creation of a concept. A high-quality concept is characterized by its meaningfulness, clarity, consistency, simplicity, and lack of ambiguity. In order to create a concept that delivers a meaningful experience, specific attributes are needed that help to construct a powerful, appropriate, personalized, and coherent experience. Such concepts offer both inspiration and possibility, as well as guidance on what is and is not part of the concept. A high-value concept is visionary, imaginative, generative, and narrative.
Creating a high-value concept is crucial because words have the power to shape the world, and a concept of high value can create a new world. The process of crafting a strong and valuable concept, or elevating an existing one to a high concept (with high value), is a significant and powerful undertaking. To transform a concept into a high concept, it must be updated before presentation, incorporating relevant information, appropriate evaluations, careful scrutiny, and a dose of energy and personalization. Only then can the concept be deemed a high concept.
The place of the concept in life
Concepts play an integral role in our lives, as the meaning of words can vary across cultures. In our modern world, people frequently communicate with one another, but cultural differences and nuanced meanings can often lead to misunderstandings. It’s important to recognize that every culture and language contains words and concepts that lack an equivalent in another language or may be challenging to explain.
The Guinness Book of World Records has recorded this word (MAMIHLAPINATAPAI) as the most difficult concept, which is a look shared between two people who are both waiting for the other to speak, but neither starts the conversation. It is remarkable that one word can encapsulate so much complexity and nuance in its meaning. This word is so unique that it does not have an equivalent in other languages(Wikipedia).
Footnote: Approximately 8 years ago, a 5-minute short film won the prize for the year at a short film festival. The movie started with a white wall, just a plain white wall. For the first 2 minutes, there was no movement, no change, no incident – just the same white wall. Even in the third minute, it was still just the same white wall. Many attendees and spectators left the theater, considering the film pointless. And by the fourth and fifth minute, the wall was still there and nothing had changed.
At the end of the film, only one sentence appeared on the screen:
“It was just 5 minutes of a disabled person’s life!”
The concept demonstrated above is not supposed to be full of words and activity. Sometimes silence conveys the deepest concepts, merging with creativity.
When the concept speaks!
To achieve a high concept, it is necessary to act with intelligence and utilize all available information. However, as a master of Imagineering, the key to reaching a high concept lies in understanding the relationship between creativity and the concept. Creativity is the essence of the concept, and the concept is shaped by creativity. To be creative, one must first comprehend the concept, and to create a high concept, one must act with creativity.
In 2016, a short animation called Piper won an Oscar for creativity. The animation conveyed the message that a bird chick wouldn’t grow until it left the safety of its nest. When it ventured into the sea and encountered the first wave, it became afraid. However, it was when the chick encountered the heart of the sea for the second time that it opened its eyes and saw the underwater situation instead of feeling fear. This animation illustrated the concept of seeing opportunities in chaotic situations and how it results in seeing things in a positive light instead of fear. The message was conveyed effectively, and the animation was creatively executed.