Name: 如何利用 SCAMPER 技術產生創意 (How to Generate Ideas with the SCAMPER Technique)
Uploaded: 2024-05-31T10:03:30.000Z
Duration: 6 min 31 s

Hello Daydreamers, I'm Michael with Bizarre Design Lab, and today I'm using one of my favorite foods in existence to show you how ideas are generated using the scamper technique.

白日夢們，你們好！我是比奇設計實驗室的邁克爾，今天我將用我最喜歡的食物之一，向你們展示如何使用竄改技術產生創意。

Hello Michael, it looks like you have a new assignment to review.

你好，邁克爾，看來你有一項新任務要審查。

It's from the Small Town Peanut Butter Company.

Dear Michael, we would like for you to help us discover an innovative and unusual new way to promote our peanut butter product.

親愛的邁克爾，我們希望你能幫助我們找到一種創新的、與眾不同的新方法來推廣我們的花生醬產品。

This assignment will require us to peer outside of our conventional understanding of our client's product and imagine something new.

這項任務要求我們跳出對客戶產品的傳統理解，進行新的想象。

Do we have a concept generation tool for this?

我們有這方面的概念生成工具嗎？

The scamper technique is exactly the tool you're looking for.

Tinker, as always, you've been most helpful.

叮噹，你一如既往地幫了我大忙。

Scamper is an acronym with seven letters.

Scamper 是一個由七個字母組成的首字母縮寫詞。

Each letter gives us a unique technique that will help us imagine our product from innovative and sometimes downright ridiculous perspectives.

每一個字母都為我們提供了獨特的技巧，幫助我們從創新的角度，有時甚至是荒誕的角度來想象我們的產品。

The first letter in Scamper is S, which stands for Substitute.

Scamper 的第一個字母是 S，代表 "替代"（Substitute）。

Look at the components that make up your product.

查看構成產品的各個組成部分。

Replace or substitute one part for something else.

用其他部件替換或替代一個部件。

In our example, we're going to consider replacing peanuts, the main ingredient in our product, with almonds instead.

在我們的示例中，我們將考慮用杏仁替代產品中的主要成分花生。

The second letter, C, stands for Combine.

Is there anything we can combine with our product to make it more attractive or efficient to the end user?

我們是否可以將產品與其他產品結合起來，使其對最終用戶更具吸引力或更有效率？

Peanut butter and jelly have a long-standing reputation as one of the greatest food mashups.

花生醬和果凍作為最棒的食物混搭之一，久負盛名。

Place in between two slices of bread and a satisfyingly sweet sandwich awaits you.

將其夾在兩片面包之間，一個令人滿意的甜味三明治就做好了。

第三個字母 A 代表 Adapt（適應）。

This is probably the trickiest technique of the seven.

這可能是七種技巧中最棘手的一種。

Is there a way we can adapt our product to external stimuli or to an industry demand?

我們是否有辦法使我們的產品適應外部刺激或行業需求？

Anybody feeling like powdered peanut butter?

Let's increase the size of the container for large families.

讓我們為大家庭增加貨櫃的容量。

Or maybe we can minimize the container to accommodate those who want peanut butter on the go.

或者，我們可以儘量縮小容器，以滿足那些想隨身攜帶花生醬的人的需要。

Next we come to the letter P for Put to Another Use.

接下來是字母 P，代表 "另作他用"（Put to Another Use）。

In what ways can we use peanut butter differently than it was intended?

我們使用花生醬的方式有什麼不同？

Combine it with a pine cone to make a hanging bird feeder?

把它與松果結合起來，做成懸掛式喂鳥器？

Did you know that you could shave with peanut butter?

你知道可以用花生醬刮鬍子嗎？

I'm really liking some of the ideas I'm getting with that concept.

我很喜歡這個概念中的一些想法。

接下來是字母 E，代表 "消滅"（Eliminate）。

Is there elements that we could eliminate to increase efficiency or reduce waste?

我們是否可以取消一些元素來提高效率或減少浪費？

I could eliminate the traditional method of spreading peanut butter on bread and just eat it directly with a fork.

我可以不用在麵包上塗抹花生醬的傳統方法，直接用叉子吃。

Maybe I could eliminate the product itself and use the jar for storing nuts and bolts.

也許我可以取消產品本身，用罐子來存放螺母和螺栓。

Ok, we've come to the last letter R for Reverse.

好了，最後一個字母 R 代表 Reverse（反向）。

This is where we flip the direction of the product or process in hopes of seeing it from a different perspective.

在這裡，我們要翻轉產品或流程的方向，希望從不同的角度來看待它。

What if instead of spreading the peanut butter on bread, we toasted the bread and dipped it in the jar?

如果我們不把花生醬塗在麵包上，而是烤麵包，然後蘸著花生醬吃，會怎麼樣呢？

Or what if we changed the threads on the lid so it screws on clockwise instead?

或者，如果我們把蓋子上的螺紋改成順時針擰緊呢？

Imagine your child's surprise when they can't seem to open the peanut butter jar.

想象一下，當您的孩子打不開花生醬罐子時，他們會有多驚訝。

Well Billy, your mom did tell you to ask first.

好吧，比利，你媽媽確實讓你先問問。

Now that we have a handful of ideas here, we can select the one that's most relevant to our assignment, and begin laying out concept sketches for our ad, revising these until we're satisfied with the placement of the elements, and rendering our chosen concept in our vector drawing program of choice.

現在我們已經有了一些想法，我們可以選擇一個與我們的任務最相關的想法，然後開始為我們的廣告繪製概念草圖，修改這些草圖，直到我們對元素的位置感到滿意為止，並在我們選擇的矢量繪圖程序中渲染我們選擇的概念。

I chose to go with the idea of using peanut butter to shave with, so I could give our client the unusual, innovative advertisement that they were looking for.

我選擇了用花生醬刮鬍子的創意，這樣我就能為我們的客戶提供他們想要的不同尋常的創新廣告。

This included a fun, retro-style graphic and a play on words with the title to include the name of the product.

這包括一個有趣的復古風格圖形，以及在標題中加入產品名稱的文字遊戲。

Click the thumbs up button if you've ever eaten peanut butter out of the jar, or because you liked this video.

如果你吃過罐裝花生醬，或者喜歡這段視頻，請點擊 "豎起大拇指 "按鈕。

I hope you enjoyed how I used Scamper to work a design concept through to completion.

希望你喜歡我如何使用 Scamper 來完成一個設計概念。

讓我們回顧一下我們學到了什麼。

Replace or substitute one component for another.

用一個部件替換或替代另一個部件。

Let's cause the main elements to adapt to external stimuli or an industry demand.

讓主要元素適應外部刺激或行業需求。

How are we changing the size or properties of the initial concept?

我們如何改變初始概念的大小或屬性？

How can we use the elements in different ways?

我們如何以不同的方式使用這些元素？

Let's eliminate elements to see how it affects our concept.

讓我們消除元素，看看它對我們的概念有什麼影響。

We're flipping things around to see them differently.

我們正在以不同的方式看待事物。

When I need to come up with a concept for a project, I love to be able to get to a resource like Scamper quickly and easily.

當我需要為一個項目提出一個概念時，我喜歡能夠快速、方便地獲得像 Scamper 這樣的資源。

That's why I've designed this Scamper wall graphic you can add to your workstation, so that you always have a visual reminder when you're trying to come up with a concept for your next project.

是以，我設計了這幅 Scamper 壁畫，你可以把它掛在你的工作臺上，這樣當你為下一個項目構思時，就會有一個直觀的提醒。

Order one for yourself using the link in the description below.

請使用下面描述中的鏈接為自己訂購一個。

Seven techniques tucked into a simple acronym that will help you to step out of the box and see things in ways you would never have thought of.

在一個簡單的首字母縮寫詞中包含了七種技巧，它們將幫助你跳出固有的思維模式，用你從未想過的方式看待事物。

If you liked this video, please do click that thumbs up.

如果您喜歡這段視頻，請點擊 "豎起大拇指"。

If you want to join the tribe, please click subscribe.

如果您想加入部落，請點擊訂閱。