In Dutch, we call it a 'haakje', which literally translates to 'small hook', in English. But this isn't at all a minor thing! Though in English it may be best translated to 'angle' we're going to talk about why having a strong and sturdy 'concepting hook' or just 'hook' is essential for a great concept!

Everything depends upon the concept hook

A hook is the essence of the idea, the core message and the basis for the design. In the development of a concept, it is like the 'peg' on which all other aspects of the project are 'hung'.

Using your hook as your guide

An example? Imagine that a primary school wants children to clean up waste in their schoolyard. The hook they choose is 'little heroes'. This encapsulates the idea of a simple action that allows you to be a bit of a hero. Children want to be a hero, which is therefore motivating. The hook also gives concept developers and designers focus for further development, as all parts of the concept must be in line with this idea. Consider, for example, enabling kids to 'save' nature, or using the visual language associated with superheroes!

In short, because all parts of your concept come together in this definition that is 'the hook', the idea is given direction and the message is strengthened. Do you want to make an impact? If so, a strong hook is definitely the first step!