How does design thinking cultivate creativity and effectiveness in communication campaigns?
Guo Yi Xian Yix
Design and Media
Pedagogy
Findings indicate the importance of socio-emotional preparation, lecturer preparation (by way of assessment briefs) and communication strategies.
With a focus on empathy, design thinking lends an opportunity to gather relevant and important consumer insights for creative briefs. This research examines how design thinking enhances students’ creative process from research, strategy, conceptualization, and execution in communication campaigns.
Two ideation methods were used in terms 1 and 2 of the first semester respectively. Design thinking as a methodology was used in the second term assessment, In general, performance was observed in AY20/21 with the application of Design Thinking. In general, the 25 second-year advertising students showed an improvement in copywriting and art direction.
