fys meeting 1 on creativity

Part II

Creative thinking - a little bit of theory

Applied creativity - casework

What is creativity all about?

• Is everybody creative? Does creativity happen spontaneously?• How do you recognize creative

people? What makes someone creative?• Can creativity be learned?

Conclusion….

Why are (a lot of) humans not creative?

1. Humans tend to think in patterns and structures

Why are (a lot of) humans not creative?

2. Humans tend to grow up– It is hard for adults to create a phantasie world. – Errors are not allowed– Humans are trained in logical thinking / reasoning.

Humans are trained in finding solutions

Functions associated with hemispheric dominance include:

Follows a logical patternIs objectiveViews time chronologically, hour by hour, day

by daySees things as true or false, black or whiteSeeks detailsHolds short-term memoryThinks critically, perhaps negatively, asks

“why?”

Left Brain Characteristics

Right Brain Characteristics

• Follows intuitive hunches• Creates patterns, without following a step-by-step process• Is subjective• Views time in a total sense—a lifetime, a career, a project• Sees the “whole” rather than the details• Thinks positively, unconstrained by preconceived ideas• Asks “why not?” and breaks rules

Left / right problems

Example: Stroop test

But… how to become creative?

1. Expertise. Most distinctive characteristic of top chess players is knowlegde of the game.

2. Creative people think different. • Learn to diverge and converge • Combine playfullness and discipline• Combine passion with objectivity• Problems are fun!

Pilars of the creative procesKnowledg

e

Creative techniques

GutsIntrinsic

motivation

Reformulate problems: three cases…

How to promote short parking?

How to develop a phone box that will be used only for short calls?

How do we prevent littering?

Parking only allowed with lights on

Een headset of two kilo

The 9-dots problem. Without lifting your pencil, draw four straight lines that connect all 9 dots.

Creative communication- Commercial advertising

Creative communication- Non profit advertising

And now…. Action!

Groups of three studentsThink about a solution for a case

Rules of brainstorming?

Warm-up

Define amount of ideas

Have a dead-line: 10 minutes

Post the rules

Post the rules

1.No Criticism2.Go for quantity3.Crazy ideas are

welcome4.Build on others

ideas

Yes, but

Yes, and

Write down everything

Case study – design a responsible drinking campaign

Client: The Portman Group (Britain’s alcohol industry watchdog and

campaigning body against the misuse of alcohol)Target audience: 18 – 25 year old females

Briefing:The young female market is often overlooked when it comes

to responsible drinking messages. Research suggests, however, that it is a key group to target. The briefing is to attempt to draw attention to the ill effects of excessive alcohol conumption in such a way that it did not appear top-down (from authorities) or to be preaching in any way. Design a campaign. How would you approach this assignment?

?

Diverge

Converge

Questions?