Turning a written brief into rough concept visuals

• An image generator driven from the written brief rather than from a reference picture
• A reference sheet of the brand's own colours, type and pack geometry, applied afterwards by a designer
• A shortlist step where the team commits to a direction before anything is rendered again

• A generated image of an identifiable person is that person's personal data. Section 4(1) permits processing only for a lawful purpose and only on consent or one of the legitimate uses listed in section 7, and wanting a face in a concept board is neither. This is the duty that binds YOU — the labelling and provenance duties below bind the tool's operator, not its user.
• If a generated visual shows a person in a way likely to be read as indistinguishable from a photograph of a real human being — the test is photorealism, not whether the face matches someone who exists, it is synthetically generated information under the IT Rules as amended in February 2026. The labelling and embedded-provenance duty in rule 3(3)(a)(ii) binds the intermediary that offers the generation tool, not you — but the consequence lands on your layout, because a compliant tool returns a prominently labelled image carrying a permanent identifier, to the extent technically feasible. Design around that label instead of discovering it at artwork stage.
• Rule 3(3)(b) bars the tool's operator from enabling the label, the permanent metadata or the unique identifier to be modified, suppressed or removed. So a workflow whose plan is to crop the label off is asking a supplier to do something the rule tells it not to enable, and that is a poor foundation for a campaign timeline.
• The pull is toward the first thing you are shown: the study behind this measured design fixation, where a stronger anchor on an initial example produced fewer ideas with less variety and lower originality. Ask three teams in one category for a premium look and the boards converge, which is the opposite of what a brief exists to do.

Every claim on this page traces to one of these, on the date it was read.

• The Effects of Generative AI on Design Fixation and Divergent Thinking · Wadinambiarachchi, Kelly, Pareek, Zhou and Velloso (CHI '24, ACM Conference on Human Factors in Computing Systems, 2024) · how it is done · read 2026-09-01
• The Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, as amended by G.S.R. 120(E) dated 10 February 2026 — r.3(3)(b) · Ministry of Electronics and Information Technology, Government of India · a rule · read 2026-09-01
• The Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, as amended by G.S.R. 120(E) dated 10 February 2026 — r.3(3)(b) · Ministry of Electronics and Information Technology, Government of India · a rule · read 2026-09-01
• The Digital Personal Data Protection Act, 2023 (No. 22 of 2023) — most obligations commence 13 May 2027 under the DPDP Rules 2025 — s.4(1)