Design and creativity are an involved process of thinking. I have touched on the subject of creative thinking before but when applied to graphic/web design, the main stimulation of thinking is conveying a visual idea, as well as a purpose for that idea, to our clients and target audiance. This in turn should produce results based on the initial purpose of the project. As creative gurus, we become victims of our own creativity and at times get so involved in the process of layout and design that we loose the idea behind the whole process.

As artists, we shouldn’t have to explain why we created something. But as “Creative Resources” in the business marketplace, every action or creative innovation should have a purpose and a function. Designers do not necessarily need to explain their creativity. They should understand the ideas behind the innovations they create. Collaboration with the client and explaining the full idea cultivated from various ideas, well thats the Creative Director’s job. This separation of tasks allows for the designer to focus on the task at hand.

Teamwork is essential in creating innovative work, as well as clients that are willing to take the plunge and trust the vision set forth by the project leader. We struggle to find focus when all team players are not working toward that one unique vision. Creation for the web environment it tough, requiring many different technologies merged into one to produce a successful end product. Many different specialty fields are required when creating unique interfaces. Designers, Flash Animators, Developers, Art Directors, Project Managers etc. All play a integral part of the design process. Yet conveying the main idea and goal of the project is the most important idea that all players should be working towards.

The main focus of my little rant here is to embrace the creativity that stems from your subconscious. Don’t design with the intention of explaining why you created something a certain way. Once a solid idea is produced, we may then reflect upon the idea and explain why at the point of revisiting. This process seldom works in reverse and can be a unique idea to gain focus when in a time of creative lows.

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I have read articles before about the ups and downs of the creative mind and figured I’d write my two cents about the subject, since I’m experiencing a down right now. Making the assumption that every creative mind from time to time experiences low points, we need to preform to the best of our ability. So how do we pop out of this and start the flow of creative energy again… Well for everyone its different, whether is be surfing the web for inspiration, reading an article in your favorite magazine, or just some inspirational words from a co-worker, significant other or friend.

Creativity is a flow that only comes when all other thoughts are put aside. The best work is done when the mind is clear and focus is tuned to the task at hand. When all energies are lined up the creativity flows through your fingertips onto the computer screen or whatever the creative outlet.

So what if your sitting, looking at that blank page and nothing comes to mind… Embrace the white space and feel free to play around. Maybe nothing will solidify into something substantial, but something I learned from one of my professors at college is to never throw anything away and save often! Apple + S is your friend. You can throw up creative garbage all over your canvas one day then organize it into a master piece the next, its all about state of mind. The clearer your thoughts the clearer your creative will output onto the canvas.

Something that people don’t know about creative people is that we like to feel inspired and love to create, at least if we love what we do. The quality of end product justifies the energy infused into the project. Take the time to clear out your frustrations and streamline creative energies, you’ll be glad you did and will benefit from the creative clarity.

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I was writing in my sketch book last night and fell into the thought of how my brain comes up with creative ideas. Since I’m not a psychologist, I can only make claims as to how my ideas come to light, but feel that there are some essential ideas that I live by that help in stimulating my or creative thinking in general. One of the most important things is the love for what you do and always thinking about how to do better. Positivity is important idea to always have which stimulates fun loving ideas that excite the subject matter.

With regard to web creativity, it’s about setting a theme…a mood…each page on successful and captivating websites are visual experiences, challenging the reader to learn more about the content or company the site was created for. We hear this more and more that websites are no longer pages to display content, but rather a portal into the workings of a company, business, product or whatever the content might be. The mood that is set should encapsulate the mentality and focus of the company or content, a visual representation of their essential essence. Lets call it Essential Design Infusion.

In literal terms, fun, visually stimulating designs suggests a fun loving company not afraid to set a casual theme. Serious, structured, corporate themes suggest power and years of success. But where do these ideas stem from? We start with a logo, brand idea, a curve, a piece of clip art the client loves, any type of visual cue and run with it. This is our challenge as designers, to excite the brand or idea and interpret it into a visual experience that stimulates a presence.

Where does this visual interpretation come from…what is the mentality of the creative individual? Although each of our creative processes are different, most never tackle the subject, being very literal in their interpretations of design. Art Directors and Brand Stuarts set a structured idea and method to the madness in order to guide the creative minds working toward their goal. Although very important to developing innovative ideas, this is where we loose the spiritual aspect of design, art becomes business. Don’t get me wrong, as a Creative Director myself I am constantly changing, reviewing and setting structure to design, but at the heart of this thinking is a visual idea which is guided by a structured voice.

We learn the fundamentals of design in our schooling, content, form and layout principals, then set free to interpret any design or a idea into what we feel is the best visual representation. A line is drawn between artists and designers, yet designers are artists at the base of our being. No one sat back and told Pablo Picaso or Jackson Polick how to paint their works. Yet there are many important rules that go along with creative production and design that give way to structured designs that produce results. Polick was not trying to drive a business model, Graphic and Web Design is a product of a consumerist society. We artists have adapted to the changing times in order to survive in todays world. Artists become designers, creative professionals, creative machines making products come to life, creating movies that captivate their audiences, envisioning robust interactive experiences that leave a stamp in the mind of their viewers. This is our creative outlet, a new media in which to excite viewers and reclaim the infusion of art with society.

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Ideas fall at a moments glance… Our willingness to embrace them varies with self confidence and doubt. Live free of these thoughts and embrace your innovations. Live free of worry and doubt and become free.

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