Monday, March 05, 2012

How to develop good ideas III: Education

Photo courtesy cohdra of

Education is power. It’s a cliché. But it’s true. When it comes to creativity, education is king. It produces the single most important influence on creativity: It builds confidence.

I’ve talked before about the importance of a creative brief when starting a design project. It is one of the best ways to ensure that we are not only on the same page with the client, but it also eliminates rabbit trails and inappropriate options. This allows us to have the environment where we can focus our creativity on a specific goal and be more efficient in finding creative solutions.

But something else happens when we gain a good grasp of what’s needed. The more we know and understand a problem, the more confident we become in exploring solutions that surprise.

But this education goes beyond just understanding a problem. It’s understanding the client, her motives, her fears, her hopes, and her desires for a solution. It also includes understanding the client’s industry and competition; looking at how others have solved the same problem, and seeing what went well and what went wrong.

Being equipped with a good overall understanding gives designers the tools and freedom to truly explore creative solutions.

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