The concept is used in the fields of marketing communication such as B. advertising , public relations , live communication , new media , multimedia . Together with other project participants such as B. project manager , screen designer , graphic designer , programmer the concept for the project or production. Other frequently used terms for the concept developer are: concept developer , conceptionist , conception writer and (in the field of new media) information architect .
Advertising and PR
In advertising and public relations, the concept developer works out comprehensive advertising and communication campaigns that must be integrated into the marketing communication strategy or brand strategy of the respective client. An essential work step is therefore - before starting the actual drafting - the research, structuring and evaluation of information in dialogue with project managers and customers. In the further course of the elaboration, the concept developer has to work in a cross-media and interdisciplinary manner, which requires reliable skills in all relevant options.
In live communication, the concept developer creates the translation of communication goals into measures of live communication, such as B. customer events, trade fair appearances, product presentations, stage programs, employee motivation events, incentives, conferences, congresses, etc. Here the conceptual designer works the respective measure down to the last detail using scripts, storyboards , process descriptions, production plans, visualizations and often accompanies the creative and production process (selection of artists, rehearsals, buildings, music production, etc.). Since the field of formats in live communication is wide, the concept developer needs broad expertise not only in matters of artistic production, but e.g. B. also in technical, logistical and architectural aspects of a production, because every detail of the measure and its process is part of his concept. Expertise in marketing communication can be taken for granted; the measure must always be integrated into the client's communication strategy.
The focus of the concepter's work in the area of new media is not the design of surfaces ( interfaces ), but the media-integrative design of action processes or interactive process structures. For this purpose, the conceptualist first creates an exposé or strategic concept, which is expanded in a rough concept and finally worked out in detail as a storyboard or detailed concept . The latter forms the basis for the design of the content (together with the copywriter or online editor ), the interfaces (together with the programmer or screen designer ) and the functionality in the technical implementation. For this purpose, technical drawings such as wireframes and later often prototypes are created. During the heyday of the New Economy, the conceptualer's job profile was differentiated from that of the multimedia author and the project manager, but it is still perceived by other professions such as the online editor , the project manager or the screen designer . In the English-speaking world, the range of services of the concept designer in the new media is often covered by information architects and user experience / user interface designers (UX / UI designers) , who then mainly work with analytical-abstract (IA) or visual (UX / UI) focus .
The typical requirement profile for a concept designer is generally:
- Broad general education
- Strategic, analytical and structured thinking
- Expertise in marketing communication and information transfer
- Professional writing skills, good expressiveness
- Good teamwork and communication skills
- Mastery of presentation techniques
- Good knowledge in all areas relevant and adjacent to the respective field
- Jürg W. Leipziger: Developing concepts. Frankfurter Allgemeine Buch; Frankfurt, 2009; 3. Edition; ISBN 978-3899810233
- Jens Jacobsen: Website conception: Developing successful web and multimedia applications. Addison-Wesley; Munich; 2009; 5th edition; ISBN 978-3827328311
- Henrik Arndt: Integrated Information Architecture - The successful conception of professional websites. Springer, Berlin; 1st edition; September 2006; ISBN 978-3540240747
- Maria Grotenhoff, Anna Stylianakis: Website conception - from the idea to the storyboard. Galileo Press; 1st edition; October 2001; ISBN 978-3898421522
- Dan Brown: Conception and documentation of successful web projects: Design and planning of websites, create, document and present them in a structured way. New Riders; 1st edition; September 2006; ISBN 978-3826655074
- Louis Rosenfeld, Peter Morville: Information Architecture for the World Wide Web. Designing Large-Scale Web Sites. O'Reilly Media; 2nd Edition; September 2002, ISBN 978-0596527341
- Jesse J. Garrett: The Elements of User Experience. New riders. October 2002, ISBN 978-0735712027
- James Kalbach: Designing Web Navigation; O'Reilly Media. 1st edition; August 2007; 1st edition; ISBN 978-0596528102
- Christina Wodtke: Information Architecture. Blueprints for the Web .: Common Sense Guide. New Riders; April 2003; ISBN 978-0735712508
- Eric L. Reiss: Information Architecture Handbook. A Hands-on Approach to Structuring Successful Websites. Addison-Wesley Longman; Amsterdam; November 2000; ISBN 978-0201725902