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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