{"id":8984,"date":"2016-10-05T18:03:31","date_gmt":"2016-10-05T16:03:31","guid":{"rendered":"https:\/\/www.websupport.sk\/blog\/?p=8984"},"modified":"2025-03-11T21:06:56","modified_gmt":"2025-03-11T20:06:56","slug":"kreativny-proces-moze-trvat-10-minut-aj-niekolko-dni","status":"publish","type":"post","link":"https:\/\/www.websupport.sk\/blog\/2016\/10\/kreativny-proces-moze-trvat-10-minut-aj-niekolko-dni\/","title":{"rendered":"Kreat\u00edvny proces m\u00f4\u017ee trva\u0165 10 min\u00fat, ale aj nieko\u013eko dn\u00ed"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\"><b>Doba \u010d\u00edtania:<\/b><\/span> <span class=\"rt-time\"> 4<\/span> <span class=\"rt-label rt-postfix\">min.<\/span><\/span><p>Vymyslie\u0165 nov\u00e9 logo, n\u00e1zov firmy alebo produktu, firemn\u00fd slogan alebo nosn\u00fa my\u0161lienku reklamnej kampane m\u00f4\u017ee niekedy trva\u0165 iba 5 min\u00fat. \u010co v\u0161etko, ale predch\u00e1dza tomu z\u00e1zra\u010dn\u00e9mu momentu zrodenia idey, ktor\u00fd ve\u013emi dobre poznaj\u00fa v\u0161etci kreat\u00edvci a copywriteri?<\/p>\n<p>Oceni\u0165 a n\u00e1sledne aj naceni\u0165 pr\u00e1cu copywritera b\u00fdva pre mnoho \u013eud\u00ed ve\u013ekou z\u00e1hadou. Ve\u013ea klientov si mysl\u00ed, \u017ee vymyslie\u0165 nov\u00fd trojslovn\u00fd slogan pre firmu je ot\u00e1zkou nieko\u013ek\u00fdch min\u00fat. Ko\u013eko \u010dasu by mohlo trva\u0165 sp\u00edsa\u0165 na papier tri oby\u010dajn\u00e9 slov\u00e1, ktor\u00e9 maj\u00fa dokonale odzrkad\u013eova\u0165 poslanie a v\u00edziu firmy? Alebo ako dlho by mohlo trva\u0165 vymyslie\u0165 n\u00e1zov firmy, zlo\u017een\u00fd z p\u00e1r p\u00edsmen abecedy, ktor\u00e9 s\u00fa v niektor\u00fdch pr\u00edpadoch zoskupen\u00e9 v skoro n\u00e1hodnom porad\u00ed? A to u\u017e ani nemus\u00edme hovori\u0165 o nadpise nejak\u00e9ho \u010dl\u00e1nku, alebo predmete newslettra.<\/p>\n<p>Je naozaj pravda, \u017ee t\u00ed najlep\u0161\u00ed copywriteri p\u00ed\u0161u texty s takou jednoduchos\u0165ou a prirodzenos\u0165ou, \u017ee za nimi naozaj neodhal\u00edte ve\u013ek\u00fa pr\u00e1cu. Aspo\u0148 teda nie na prv\u00e9 pozretie. A pr\u00e1ve v tom je to majstrovsk\u00e9 umenie. \u201cOtec reklamy\u201d David Ogilvy sa priznal, \u017ee nap\u00edsa\u0165 headline \u010dl\u00e1nku mu niekedy trvalo dvakr\u00e1t viac \u010dasu, ako samotn\u00fd text. Nie\u010do na tom predsa len bude. Ve\u010f \u00a0je to pr\u00e1ve headline, ktor\u00fd v z\u00e1plave in\u00fdch inform\u00e1ci\u00ed rozhodne o tom, \u010di \u010dl\u00e1nok v\u00f4bec niekto otvor\u00ed a za\u010dne ho \u010d\u00edta\u0165.<\/p>\n<p>Aj ke\u010f sa kreat\u00edvny proces zd\u00e1 by\u0165 ve\u013emi nevypo\u010d\u00edtate\u013en\u00fd a nemerate\u013en\u00fd aj v \u0148om existuj\u00fa ur\u010dit\u00e9 z\u00e1sady a pravidl\u00e1. Pod\u013ea Jamesa Webb Younga, velik\u00e1na americkej reklamy sa kreat\u00edvny proces sklad\u00e1 z t\u00fdchto piatich \u010dast\u00ed:<\/p>\n<h2>Zhroma\u017e\u010fovanie inform\u00e1ci\u00ed<\/h2>\n<p>Ka\u017ed\u00fd kreat\u00edvny proces by sa mal za\u010da\u0165 prieskumom. Tejto \u010dasti treba venova\u0165 naozaj dostatok \u010dasu. Svet predsa patr\u00ed zvedav\u00fdm. Preto sk\u00famajte veci \u010do najviac do h\u013abky, sna\u017ete sa pochopi\u0165 cel\u00e9 odvetvie, o ktorom idete p\u00edsa\u0165 alebo vym\u00fd\u0161\u013ea\u0165 ideu. H\u013eadajte s\u00favislosti a sna\u017ete sa z\u00edska\u0165 \u010do najviac inform\u00e1ci\u00ed, ktor\u00e9 v\u00e1m pom\u00f4\u017eu. Ve\u013eakr\u00e1t sa stane, \u017ee n\u00e1jdete in\u0161pir\u00e1ciu aj tam, kde by ste ju ne\u010dakali. V tejto prvej f\u00e1ze sa sna\u017ete postupova\u0165 \u010do najviac systematicky tak, aby ste ni\u010d neprehliadli. Zbierajte v\u0161etko. Aj na prv\u00fd poh\u013ead nepotrebn\u00e9 inform\u00e1cie.<\/p>\n<h2>\u201cStr\u00e1venie\u201d inform\u00e1ci\u00ed<\/h2>\n<p>Po z\u00edskan\u00ed v\u0161etk\u00fdch materi\u00e1lov si ich n\u00e1sledne pozorne pre\u010d\u00edtajte. Pri ka\u017edej \u010dasti sa na chv\u00ed\u013eku pristavte a sna\u017ete sa ju ulo\u017ei\u0165 si v hlave. Sk\u00faste si inform\u00e1cie triedi\u0165 a sp\u00e1ja\u0165 do s\u00favislost\u00ed. Nie\u010do ako lego stavebnicu.<\/p>\n<h2>Podvedom\u00e9 spracovanie<\/h2>\n<p>V tejto f\u00e1ze sk\u00faste svoj probl\u00e9m resp. t\u00e9mu posun\u00fa\u0165 do \u201c\u00fazadia\u201d. NEsna\u017ete sa na\u0148 s\u00fastredi\u0165 priamo, ale rozm\u00fd\u0161\u013eajte nad n\u00edm v podvedomej rovine. Tento krok je celkom n\u00e1ro\u010dn\u00fd a vy\u017eaduje si prax. Ale super pom\u00f4cka je, aby ste sa s\u00fastredili na nie\u010do \u00faplne in\u00e9, \u010do v\u00e1m pom\u00e1ha rozv\u00edja\u0165 va\u0161u kreativitu alebo v\u00e1s bav\u00ed. Varenie, \u0161port, prech\u00e1dzka\u2026 Hoci\u010do. Je to len na v\u00e1s.<\/p>\n<h2>A-ha moment<\/h2>\n<p>Pod\u013ea Younga prich\u00e1dza a-ha moment v\u017edy a\u017e po podvedomom spracovan\u00ed podkladov. Samotn\u00fd n\u00e1znak idey, n\u00e1pad, sa zrazu objav\u00ed doslova z ni\u010doho ni\u010d a neo\u010dak\u00e1vane. Napr\u00edklad, ke\u010f sa sprchujete, \u010d\u00edtate si, prech\u00e1dzate sa so psom alebo ke\u010f zasp\u00e1vate. Vtedy si n\u00e1pad mus\u00edte, \u010do najr\u00fdchlej\u0161ie zap\u00edsa\u0165 alebo nejako inak zaznamena\u0165. \u010castokr\u00e1t sa st\u00e1va, \u017ee tak\u00fdto n\u00e1pad sa udr\u017e\u00ed v hlave len kr\u00e1tku chv\u00ed\u013eku.<\/p>\n<blockquote><p>Najhor\u0161ie \u010do sa v\u00e1m m\u00f4\u017ee sta\u0165, \u017ee tak\u00fdto n\u00e1pad dostanete kr\u00e1tko pred span\u00edm v posteli a nezap\u00ed\u0161ete si ho. Na 99% nebudete druh\u00fd de\u0148 r\u00e1no vedie\u0165, o \u010do presne i\u0161lo.<\/p><\/blockquote>\n<h2>N\u00e1pad vs. realita<\/h2>\n<p>T\u00e1to f\u00e1za prich\u00e1dza s odstupom \u010dasu. Ka\u017ed\u00fd n\u00e1pad by sa mal tro\u0161ku odle\u017ea\u0165. Po vymyslen\u00ed n\u00e1padu vytriezvite, zamyslite sa nad n\u00edm znova a sna\u017ete sa ho adaptova\u0165 na potreby re\u00e1lneho sveta. Ur\u010dite v\u0161ak neodpisujte va\u0161e n\u00e1pady hne\u010f na za\u010diatku s t\u00fdm, \u017ee nebud\u00fa fungova\u0165. Rad\u0161ej si k nim sadnite na dlh\u0161\u00ed \u010das a pouva\u017eujte, \u010do by ste museli zmeni\u0165, aby fungovali.<\/p>\n<p>Ver\u00edme, \u017ee sa v\u00e1m podar\u00ed \u010do najviac n\u00e1padov pretavi\u0165 do reality tak, aby fungovali a pom\u00e1hali, \u010di u\u017e v\u00e1m osobne, alebo v\u00e1\u0161mu podnikaniu. Ak m\u00e1te nejak\u00fd in\u00fd postup, ktor\u00fd aplikujete pri kreat\u00edvnom procese, ur\u010dite budeme radi ak n\u00e1m nap\u00ed\u0161ete do koment\u00e1rov. \u010cl\u00e1nok potom m\u00f4\u017eeme roz\u0161\u00edri\u0165 aj o va\u0161e poznatky.<\/p>\n<p><a href=\"http:\/\/www.truniversity.sk\/\" target=\"_blank\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8992 size-full\" src=\"https:\/\/www.websupport.sk\/blogoads\/sites\/2\/2016\/10\/truniversity-banner.png\" alt=\"truniversity-banner\" width=\"800\" height=\"200\" srcset=\"https:\/\/www.websupport.sk\/blog\/app\/uploads\/sites\/2\/2016\/10\/truniversity-banner.png 800w, https:\/\/www.websupport.sk\/blog\/app\/uploads\/sites\/2\/2016\/10\/truniversity-banner-300x75.png 300w, https:\/\/www.websupport.sk\/blog\/app\/uploads\/sites\/2\/2016\/10\/truniversity-banner-768x192.png 768w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/a><\/p>\n<p class=\"p1\"><span class=\"s1\">[mc4wp_form]<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Vymyslie\u0165 nov\u00e9 logo, n\u00e1zov firmy alebo produktu, firemn\u00fd slogan alebo nosn\u00fa my\u0161lienku reklamnej kampane m\u00f4\u017ee niekedy trva\u0165 iba 5 min\u00fat. \u010co v\u0161etko, ale predch\u00e1dza tomu z\u00e1zra\u010dn\u00e9mu momentu zrodenia idey, ktor\u00fd ve\u013emi dobre poznaj\u00fa v\u0161etci kreat\u00edvci a copywriteri? Oceni\u0165 a n\u00e1sledne aj naceni\u0165 pr\u00e1cu copywritera b\u00fdva pre mnoho \u013eud\u00ed ve\u013ekou z\u00e1hadou. Ve\u013ea klientov si mysl\u00ed, \u017ee [&hellip;]<\/p>\n","protected":false},"author":99,"featured_media":8989,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[],"class_list":["post-8984","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tipy-a-triky"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Kreat\u00edvny proces m\u00f4\u017ee trva\u0165 10 min\u00fat, ale aj nieko\u013eko dn\u00ed - Websupport blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.websupport.sk\/blog\/2016\/10\/kreativny-proces-moze-trvat-10-minut-aj-niekolko-dni\/\" \/>\n<meta property=\"og:locale\" content=\"sk_SK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Kreat\u00edvny proces m\u00f4\u017ee trva\u0165 10 min\u00fat, ale aj nieko\u013eko dn\u00ed - Websupport blog\" \/>\n<meta property=\"og:description\" content=\"Vymyslie\u0165 nov\u00e9 logo, n\u00e1zov firmy alebo produktu, firemn\u00fd slogan alebo nosn\u00fa my\u0161lienku reklamnej kampane m\u00f4\u017ee niekedy trva\u0165 iba 5 min\u00fat. \u010co v\u0161etko, ale predch\u00e1dza tomu z\u00e1zra\u010dn\u00e9mu momentu zrodenia idey, ktor\u00fd ve\u013emi dobre poznaj\u00fa v\u0161etci kreat\u00edvci a copywriteri? Oceni\u0165 a n\u00e1sledne aj naceni\u0165 pr\u00e1cu copywritera b\u00fdva pre mnoho \u013eud\u00ed ve\u013ekou z\u00e1hadou. Ve\u013ea klientov si mysl\u00ed, \u017ee [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.websupport.sk\/blog\/2016\/10\/kreativny-proces-moze-trvat-10-minut-aj-niekolko-dni\/\" \/>\n<meta property=\"og:site_name\" content=\"Websupport blog\" \/>\n<meta property=\"article:published_time\" content=\"2016-10-05T16:03:31+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-03-11T20:06:56+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.websupport.sk\/blog\/app\/uploads\/sites\/2\/2016\/10\/thumb-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"580\" \/>\n\t<meta property=\"og:image:height\" content=\"580\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Jakub Maz\u00e1n\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Autor\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jakub Maz\u00e1n\" \/>\n\t<meta name=\"twitter:label2\" content=\"Predpokladan\u00fd \u010das \u010d\u00edtania\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 min\u00faty\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.websupport.sk\\\/blog\\\/2016\\\/10\\\/kreativny-proces-moze-trvat-10-minut-aj-niekolko-dni\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.websupport.sk\\\/blog\\\/2016\\\/10\\\/kreativny-proces-moze-trvat-10-minut-aj-niekolko-dni\\\/\"},\"author\":{\"name\":\"Jakub Maz\u00e1n\",\"@id\":\"https:\\\/\\\/www.websupport.sk\\\/blog\\\/#\\\/schema\\\/person\\\/82f1257a38c34fcdb32645ef5b11bcbf\"},\"headline\":\"Kreat\u00edvny proces m\u00f4\u017ee trva\u0165 10 min\u00fat, ale aj nieko\u013eko dn\u00ed\",\"datePublished\":\"2016-10-05T16:03:31+00:00\",\"dateModified\":\"2025-03-11T20:06:56+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.websupport.sk\\\/blog\\\/2016\\\/10\\\/kreativny-proces-moze-trvat-10-minut-aj-niekolko-dni\\\/\"},\"wordCount\":849,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.websupport.sk\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.websupport.sk\\\/blog\\\/2016\\\/10\\\/kreativny-proces-moze-trvat-10-minut-aj-niekolko-dni\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.websupport.sk\\\/blog\\\/app\\\/uploads\\\/sites\\\/2\\\/2016\\\/10\\\/thumb-1.png\",\"articleSection\":[\"Tipy a triky\"],\"inLanguage\":\"sk-SK\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.websupport.sk\\\/blog\\\/2016\\\/10\\\/kreativny-proces-moze-trvat-10-minut-aj-niekolko-dni\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.websupport.sk\\\/blog\\\/2016\\\/10\\\/kreativny-proces-moze-trvat-10-minut-aj-niekolko-dni\\\/\",\"url\":\"https:\\\/\\\/www.websupport.sk\\\/blog\\\/2016\\\/10\\\/kreativny-proces-moze-trvat-10-minut-aj-niekolko-dni\\\/\",\"name\":\"Kreat\u00edvny proces m\u00f4\u017ee trva\u0165 10 min\u00fat, ale aj nieko\u013eko dn\u00ed - 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