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Chapter 1. Finding Inspiration > Finding Fresh Ideas

Finding Fresh Ideas

Before you search for ideas, it's a good idea to know your client's likes and dislikes. When you initially interview a client, we recommend that you always ask for the URLs of your client's competitors' sites and those of the sites she likes. This can give you an idea of your client's tastes. The client's business and printed material can also give you some ideas. Then, there's the matter of the client's intended audience. If you know the demographics of your client's intended audience, you know their likes and dislikes. If you're dealing with a large company, they probably already have this information. Or perhaps, you and your client can create a persona to define the likes and dislikes of your client's intended audience. For more information on personas, see Book I, Chapter 4.

Another factor you have to consider is the client's industry. Chances are that the sites associated with your client's industry have a common look and feel. It's okay to stretch the envelope, but it's probably not a good idea to venture outside of the envelope. Therefore, your first method of looking for ideas should be entering keywords that relate to your client's business in your favorite search engine. The top‐ranking sites might not be the most inspirational, so randomly pick a few sites from the first few pages of results. Bookmark the ones you like. Let your creative muse stir the porridge for a day or two, and then go back to your bookmarks and make notes of what you like.


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