How can a creative process lead to effective messaging?
Learning Objectives:
- What does creative process consist of?
- How to create appeling messages for the target audience?
- Give examples
Creative process
What is Creativity?
“Imagination is everything. It is the preview of life's coming attractions.”
-Albert Einstein-
Mental characteristic that allows a person to think outside of the box, which results in innovative or different approaches to a particular task. "Amy's creativity is the main factor that landed her the job at the design firm."
The creative process is a tool that everyone can use and that is not just reserved for people that call themselves artists or creative. Creativity can solve problems by looking at something from a total new point of view. The problem or task can be solved by finding new ways of solution with a combination of previosuly unconnected ideas.
The creative process is a tool that everyone can use and that is not just reserved for people that call themselves artists or creative. Creativity can solve problems by looking at something from a total new point of view. The problem or task can be solved by finding new ways of solution with a combination of previosuly unconnected ideas.
Wallas' model of the creative process:
Wallas model of the creative process shows a new way of a creative process in comparison to the traditional process. Traditional studies explain the creative process as the combination of analytical thinking and creativity. But Wallas' model suggests that it is subconscious and can NOT be directed. Wallas distinguishes in the four phases: Preparation; Incubation; Illumination and Verification.- Preparation: The so called process of preparation is the process of collecting information, using attention, reasoning, planning and feeding your brain with material. Creativity does not just arise it needs material and information to "work" with and fill in the process of beeing innovative.
- Incubation: In this stage you need to let it go and set your mind free. This means to not concentrate on the problem you are thinking of and get new space for creativity.
- Illumination: "Oh my god, that's the idea"- In this moment you fall in love with this one idea and focus on it as the solution.
- Verification: Creativity is a contionous process and critical thinking can widen the horizon continously. Also the idea has to be packaged in the right way to make it "accessable" and share it in the right way with others. You are the salesman of xour own ideas.
How can we create an appeling message to the target audience?
Furthermore the appealing message is more than just the creative process. While solving the problem and thinking of ideas to solve it the audience's point of view needs to be taken into the focus. This helps you to create a valuable message to the audience and makes it more effective and especially powerful. To finally reach the audience and create a great communication line we need to understand their point of view and perspective precisely.Questions that guide us to the audiences perspective could be:
Who is our audience?
What is their point of view?
What values does the audience have?
How will this message provide them with value?
(...)
Examples:
Coca Cola // Pepsi
http://www.inc.com/jessica-stillman/the-4-stages-of-creativity.html
https://www.google.com/search?q=creative+process&tbm=isch&tbo=u&source=univ&sa=X&ved=0ahUKEwip0bKuiv_LAhVC1iwKHbr2CY0QsAQIHA&biw=618&bih=578&dpr=1.5#imgrc=hRo9BXljxucGmM%3A
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