After attending the Week 15 lecture which was all about the creative process and what the creative process is, I decided to do further research to generate a blog post. I looked at the types of thinking that existed during the creative process, such as conscious and subconscious thinking. The subconscious mind generates all of the best ideas and creators used to try and get in touch with their creative subconscious such as Dadaists and Surrealists. There is also Non-Linear thinking which consists of lateral and tangential thinking.
The ‘5 I’s’ in creative idea generation consist of Investigation, Insights, Ideas, Inspiration and Interaction which all ultimately lead to a final idea. Investigation means researching into the brief further and finding out the meaning and inspirational sources. There is primary (new) research and secondary (existing) research which widens the investigation process. The insights stage is different to investigation in a way that you are looking at actions, motivations and understandings which come together and form the big, finalised idea. Ideas consist of testing, criticism, ideas within ideas and a defined and stated big idea. To come up with ideas, you could use the technique of contacting the subconscious by lucid dreaming or automatic drawing and freewriting. Brainstorming and writing any word that comes into your head is also an effective technique of idea generation. Thinking of ideas from other consumer/people’s perspective also helps with coming up with original and exciting ideas which other people can interpret and understand. Inspiration consists of exploring the approach which will be the most meaningful to the consumer. It leads to further investigation and ultimately, further idea development.
Where can we get inspiration from? Art, music, culture, film, imagination, surroundings, people, messages, social media, design and plenty more. Interaction is about developing an exciting message to connect to the viewer, the brand needs to understand consumer triggers and touch points.
BETHAN SANDALL 