I had an interesting debate the other day with a veteran Creative Director. Is creativity a product of systematic and rational thinking?
I strong believe so. (Side note: In fact, I believe such thinking is behind all important work, hence the company name “Noesium” which combines Noesis, meaning The exercise of reason; the functioning of the intellect, and -ium, referring to a Collaborative group.).
This veteran, creative both professionally and in her personal life as an artist, strongly disagrees. She sees creative design at the polar opposite of “systematic thinking” which belongs to the analytical world.
Now, while we agree to disagree, here are my thoughts:
- She is excellent in explaining her designs to clients. Every element, from fonts to colours, has a rationale behind it.
- I have observed the same pattern in all good creative people I have worked with. That is, the ability to present a design and communicate how individual parts contribute to the whole. (Frankly, if any creative professional takes the “I am an artist and you just have to trust me” approach, he would be out of work in no time.)
Classical trained, Picasso produced realistic paintings throughout childhood and adolescence. Analytic cubism was developed after a progressive exploration through the Blue, Rose, and African-influenced periods, when he took apart objects and “analyzed” them in terms of their shapes.
In a similar fashion, I think, creative design is the result of synthesizing the “rules” (e.g. the emotional effects of colours), the subject matter (e.g. a funky brand), the unique touch of an artist and so on. The end result is more than the sum of the parts. There is a subconscious level of thought process that may not be obvious to the well-practised experts themselves. Still, the thinking has been there all along; the analytical function is at work.
So, why is this interesting? I see this as a way to understand the collaborative engine that makes up a digital team. While the stereotypes of “tech = black and white = left brain” and “creative = free flow = right brain” may have some truth to them, a successful project relies on the shared currency of systematic thinking. All pieces – from graphical elements to codes – come together as a final product only if every piece makes sense. There should never be a division between the “backend stuff” and the “visual skin”.
I consider creative professionals as Messenger Designers. They are able to translate our thoughts and our words into visual presentations, the impact of which renders those A-ha moments – you cannot put on your finger on it, perhaps, but you can feel it.
And why is that important in the digital world? We are bombarded by too many things, and if something stands out with which you resonate, on an emotional level, you pay attention. Of course that object, be it a infographic poster or a website, needs to have substance, that visual tie can make or break both the initial attraction and the potency of the message.
I am curious about your thoughts. Add to mine please, or challenge them – a good conversation is the best way to liven up your day 🙂