While reviewing the creative process models presented in Hugh Dubberly’s “How Do You Design?”, as well as through the additional research that I have performed on this topic, I have come to the realization that while my own creative process works well for me, there are tons of ways that I could improve and build upon it.
The process that I use accounts for the full life cycle of a client campaign in my studio from start to finish. I could see adding additional steps within each phase of my process, particularly in the Concept Development phase. A model that I found online called
The Ideative Process has been the most inspiring for me in this Concept Development phase where Ideation is key. The process is based on the acronym IDEA:
I – INUNDATE YOURSELF INTO YOUR IDEATIVE FIELD
D – DEVIATE FROM YOUR ROUTINES
E – ENHANCE YOUR EXPERIENCE AND KNOWLEDGE VIVIDLY
A – ASSEMBLE IDEAS IDEATIVELY
The website says that the process is to basically “Collect as much information as possible into one place, then pick and chose among the available items to Assemble your Ideas. Then test different combinations until you have a solution.” It uses an analogy of a child playing with varied types of blocks; these are “new blocks” of knowledge and experiences that we have created in our brain throughout the process. Some of these blocks have been created from INNUDATING ourselves with information and experiences related to the subject we are brainstorming ideas for, while other blocks were created by the new and diverse array of experiences had while DEVIATING from our routines. All of these blocks that we are playing with have a multitude of connections in our brain because we ENHANCED them by engaging our emotions and all five senses when experiencing them. As we ASSEMBLE our ideas, we draw upon the blocks and try to fit different pieces together. Some pieces will fit together that are expected – they belong together. While others will be unexpected connections that are made with pieces that shouldn’t go together at all, just like a child at play.
While other processes that I read about talk about brainstorming or ideation, this process is a practical guide on HOW anyone can be more creative and come up with ideas. As I drill down on the Concept Development phase of my creative process, these will be the actual steps that I will begin to practice to maximize my creativity. I am particularly challenged by the DEVIATE step and look forward to purposefully putting myself in new situations and new places to break out of my own routines. I tend to be a creature of habit! Even as I write this post, I am sitting in the same café that I have sat in the past several weeks. Starting with little changes like working in a different café will be a good start… who knows, I may eventually work up to something really crazy like shooting a machine gun, or finally going on a missions trip to help bring relief to a disaster area!