Fys Meeting 1 On Creativity
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Transcript of 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?