RESEARCH AND ANALYSIS
Creativity is a form of expression giving life to our ideas and thoughts. Just as there are various mediums, tools and ways of executing your creative art, so too are there different thinking methods for problem solving and idea generation.
The analysis of the design process began with the Bauhaus, was formalised by turning design practice into science by Bruce Archer in his Systematic Method for Designs and further formalised more linearly by Brian Lawson. Design today is less about science and more about adaptation to an evolving world which brought about the standard and systematic Double Diamond Approach. This discovery, define, develop and deliver approach is common amongst advertising agencies but also gives designers structure and guidance (Edwards, n.d.).
Fig. 2: Innovation English, n.d.
Creative thought, however, is never so linear, and I'm inspired by Giovanni Corazzas' principle of getting out of the box to start generating ideas. He concludes that a boundary exists in our minds between 'what we know' and 'what we haven't yet discovered'. This boundary is a construction of our fears, success, failures, education and environment that prevent growth and confine us to a familiar and safe environment (Corazza, 2014). We cut ourselves off from development, discovery and creativity by not delving beneath the surface (De Botton, 2020). We go beyond this boundary by being divergent, by observing things that are unrelated and not relevant, transporting us to a suspended space of potential. Here idea association, combination and alternative applications are assembled in a new and unexpected way to create an innovative idea (Corazza, 2014).
Aadil Vora's The Box Strategy introduces limitations to trick your mind into being creative based on the principle that when given too much freedom, you inevitably come up with a standard or cliched idea. 'Don't drown in a sea of possibilities, get on a boat'. He uses a five-point ideas chart to rate and measure creativity. One is common and five creative. He used the example of the Apollo 13 mission where the carbon dioxide filters were failing, and NASA had to figure out how to fit a square peg into a round hole in five hours using only the materials on board. He believes the limitations of materials resulted in a successful solution to the problem that would otherwise have been too broad, with too many possibilities to solve timelessly. The addition of limitations is, therefore, a technique to inspire inventive and creative thought (Vora, 2010).
Architect, furniture and product designer Thomas Heatherwick moulds clay sculptures where the process of creating generates ideas and leads him in one direction or another. Italian artist and designer Bruno Munari makes non-functional machine mobiles where the manifestation of creating inspires thought and ideas. For a creative, perhaps actually creating is the first step in the idea process.
Viewing life through the eyes of a child is the foundation for musician Robyn Richardson's five-point plan for thought and idea creation. She concludes that as we get older, our viewpoint gets smaller and more focused until all we are left to communicate with is a metaphorical pencil. Children effortlessly express their thoughts with free abandon, using whatever medium is readily at hand, be it a crayon, pencil, paintbrush or clay (Richardson, 2014). We need to learn to look at life through the lens of a child (Waititi, 2015). Start with a blank canvas and your problem. Represent your chaotic thoughts on your canvas using any medium available from photographs to pencil sketches, collage or even clay. Take a step back and start to arrange your canvas. The human mind sees patterns quickly, and groups and correlations will begin to form. Reframe your arrangement or idea. Get another contrary view or perspective to review and affirm your concept (Richardson, 2014).
Fig. 3: Dailymotion, 2015.
The eccentric artist, comedian and movie producer Taika Waititi, concludes that ideas come to fruition through inspiration and perspective. With everyone having the same access to information, Waititi tells us to look at unknown and outsider artists for a unique perspective (Waititi, 2015). 'Wisdom sticks better in the mind when conveyed with the sensuous force of art' (De Botton, 2020). Looking at art for inspiration and ideas, sparks thought and emotions which we interpret into an idea (Waititi, 2015). The individual notes on a music sheet are not the focal point, but the emotional response the music as a whole inspires.
Fig. 4: Zimbo - Getty Images Asia, 2017.
The concept of making use of different perspectives in idea generation seems to be a common thread amongst influential creatives. Elon Musk recommends combining ideas from various, irrelevant industries to assist in problem-solving (Musk, 2020). A copywriter friend of mine and former Sony Creative Director Haldon Burns has the most abstract, absurd, discombobulated thought process I have ever encountered. Yet, the origin of thought is something to be marvelled. Every conversation I have with him leads me down a path I would never have imagined and gets me thinking and designing like I was flying a pig, over a rainbow through a Terry Pratchett novel.
I look forward to projects with him because I know the results will be original, eye-catching, and thought-provoking pieces that elicit a reaction from consumers.
Fig. 5: Ink 500 Companies - Getty Images, 2020.
Different perspectives are intertwined with teamwork. Dean of Design and Creative Technologies, Doreen Lorenzo says in an ever-evolving world we need to work in multi-disciplinary teams for cross-collaboration, diverse ideas and innovation (Lorzenzo, 2018). Edward De Bono's concept of the Six Thinking Hats makes use of different perspectives for design thinking and problem solving with each hat colour representing a different stage of the creative thinking process (Edwards, n.d.).
Creative thought and idea generation is not magic; it's a practice (Richardson, 2014). Alain de Botton's' concept of a Philosophers Gym, I found awe-inspiring (De Botton, 2020). We spend so much money on gym memberships to exercise and train our bodies, why wouldn't we do the same for our minds. I remember an exercise I did a few years ago with a fellow businesswoman and sports training partner. We calculated the amount we spent on sports training over six months and redirected that to a phycologist to invest in our minds as well as our bodies to yield more productivity at work and strengthen our business relationships, staff direction and creative output. The results were increased revenue, new and successful undertakings and a sharp increase in reputation and creative production.
Fig. 6: Nuvo, 2020.
Exercises on clarification, reinforcement, meditation or merely practising and dwelling on new and insightful information and inspiration is an investment in our mind and will inevitably aid our growth as creative conceptual thinkers (De Botton, 2020).
WORKSHOP CHALLENGE
Robyn Richardson - Design Thinking
Try to approach and view life through the eyes of a child.
1) Start with a blank canvas and your problem.
2) Represent your thoughts on your canvas using any medium available.
3) Take a step back and start to arrange your canvas.
4) Reframe your arrangement or idea.
5) Get another contrary view or perspective to review your concept.
REFLECTION
This week I worked with a backdrop of the African plains, surrounded by elephants, leopards, rhino and other wild creates at a Safari Lodge in Nelspruit. The tranquil environment has lowered my stress levels and motivated me to take a step back and focus on the content I find interesting, to write from the heart and to enjoy the processes. The phycology behind the content and resources is not only influencing my work, but also my personal development. I find myself stimulated with a wealth of new and different knowledge and conversation at hand as the week's progress.
The idea of different ways of thinking and unusual approaches to idea generation brought a copywriter friend of mine and former Sony Creative Director Haldon Burns to mind. He has the most abstract, absurd, discombobulated thought process I have ever encountered. Yet, the original thought it inspires is something to be marvelled. Every conversation I have with him leads me down a path I would never have imagined and gets me thinking and designing like I was flying a pig, over a rainbow through a Terry Pratchett novel. He draws inspiration from different languages, cultures, storybooks, history, meditation, music, even drugs and alcohol.
I look forward to projects with him because I know the results will be original, eye-catching, and thought-provoking pieces that elicit a reaction from consumers. My fellow collaborator's process embodies the weeks content and serves as an authentic and immediate reference to the benefits and scale of unique and creative thought.
Reference: Waititi Taika. TEDxNSU, 2015. Trick Your Mind Into Being Creative. [podcast] Available at: <https://www.youtube.com/watch?v=1xWa3Ok2e94> [Accessed 22 October 2020].
Reference: VORA Aadil. TEDxDoha, 2010. The Art Of Creativity. [podcast] Available at: <https://www.youtube.com/watch?v=pL71KhNmnls> [Accessed 22 October 2020].
Reference: Richardson Robyn. TEDxCreativeCoast, 2014. Design Thinking For Every Endeavour. [podcast] Available at: <https://www.youtube.com/watch?v=TPXrheqhTCs> [Accessed 22 October 2020].
Reference: Corazza Giovanni. TEDxRoma, 2014. Creative Thinking - How To Get Out Of The Box And Generate Ideas. [podcast] Available at: <https://www.youtube.com/watch?v=bEusrD8g-dM> [Accessed 22 October 2020].
Reference: Musk Elon. Vanity Fair, 2020. Idea Generation. [podcast] Available at: <https://www.youtube.com/watch?v=P2xXT_FU-QE> [Accessed 22 October 2020].
Reference: Lorenzo Doreen. TedxUTAustin, 2018. Design Thinking. [podcast] Available at: <https://www.youtube.com/watch?v=a_IwKwn4J8A> [Accessed 22 October 2020].
Reference: Edwards, Suzanna. Thoughts and Ideas, Module GDE710 Contemporary Practice Week 5.
Figure 1: Wiggett, Storm. Notes Photography. [image] 25 October 2020.
Figure 2: Innovation English, n.d. Double Diamond Model. [image] Available at: <https://innovationenglish.sites.ku.dk/model/double-diamond-2/> [Accessed 23 October 2020].
Figure 3: Dailymotion, 2015. Design Thinking For Every Endeavour | Robyn Richardson |. [image] Available at <https://www.dailymotion.com/video/x2nxvef> [Accessed 23 October 2020].
Figure 4: Zimbo - Getty Images Asia, 2017. 'Thor: Ragnarok' Sydney Photo Call. [image] Available at: <https://www.zimbio.com/photos/Taika+Waititi/Thor+Ragnarok+Sydney+Photo+Call/SufM5Smm-ST> [Accessed 23 October 2020].
Figure 5: Ink 500 Companies - Getty Images, 2020. Elon Musk Quietly Revealed A Brilliant Plan That Could Completely Change The Auto Industry. [image] Available at: <https://www.inc.com/justin-bariso/elon-musk-quietly-revealed-a-brilliant-plan-that-could-change-auto-industry.html> [Accessed 23 October 2020].
Figure 6: NUVO, 2020. Alain De Botton. [image] Available at: <https://nuvomagazine.com/magazine/summer-2016/alain-de-botton> [Accessed 6 December 2020].