- 2008/11/18 Tue
- お仕事関連 > クリエイティブ > クリエイティブって
美大や専門学校などでは、デッサンやクロッキー、色彩構成など基本的な勉強をして、ビジュアルコミュニケーションを学んだ人は多いだろう。その先の実作業では先達たちが残した作品や、絵画、映画などからインスパイアされたり、自分の見たり経験した風景などの記憶から、仕事へのヒントへと繋がることも多いと思う。現在でも多くはそうではあるが、仕事の流れはクライアント→代理店→制作と流れているが、インターネットのインフラが整ったことで、ビジネスの垣根が取れた今、クライアント→制作とダイレクトに仕事が流れるようになったのも事実だろう。
間に代理店の営業などが入り、クライアントとの付き合いが間接的ならば、制作側のコミュニケーション能力は、仕事上のビジュアルコミュニケーションに特化した物でも構わなかったろう。しかし、クライアントとの直の仕事では、コミュニケーションはそれだけでは済まない、企業の体質や戦略を知り、その延長線上の道具であることを意識した、目的をマネージメントされた表現が必要になっている。
なぜそれほどまでにコミュニケーションが必要なのだろうか。依頼された仕事は何を目的でこの様な表現が必要なのか、キャッチコピーやビジュアルにしても、プライオリティーと言った順列を付け、それをキチンと口で表現する能力が必要なのだ。つまり売れっ子のディレクターやプランナーと言われている人たちが、バンバンと企画書を量産する作業に似ている。量産してもツボを押さえてあるから、クライアントにすんなりと伝わり企画が通るのだ。時代が求めるクリエイターは、この様なビジュアルコミュニケーションと言われる物を企画し創れるプランナーでもある。
企画書を上手に書く方法は、書店に行けば売るほど積んであるので、ここでいちいち説明はしない、と言うか説明できるほど私自身修行を積んではいない。自分以外の人に説明し、理解してもらうには何が必要で、どんな順番で伝えるのが効果があるかは、自分の頭で整理・理解し、相手に興味を持って聞いてもらえ、それが魅力的に見えるよう説明出来る能力が必要である。
手段によっては文章だけでなく、カンプ状態の絵も含めたプレゼンシートが有効かもしれないが、基本はやはり文章にすることで、何をどのようにプライオリティを付けて伝えることを説明し、メリットとそれにかかる費用など考え方を整理し、キチンと相手に伝わるよう説明できることだ。
これはもう文章を何でも良いから書きまくり、簡単でも評価をもらうこと。その評価に対して簡単な言葉で言葉のラリーを繰り返すことが出来ると、物事を階層的に捉え、考えることが可能となってくる。このトレーニングを簡単にできるのは、やはりブログや日記だろう。例えばmixiの日記などでは、気心の知れた友人とのコミュニケーションを、書く内容を少し仕事にシフトし、何をどう伝えるかを念頭に書いていくことで、コミュニケーションを楽しみながら十分なトレーニングになる。
今日明日はまだ使えないかもしれないが、5年後10年後を見据え、簡単なところから始めて見てはどうだろうか、何でもかんでも書いて書いて書きまくって、やっと見えてくることもある。
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