A sterile environment begets sterile thinking. You can only be innovative where you feel comfortable and nourished. A creative haven has two essential characteristics:
1. It’s fun, comfortable, physically enjoyable and stimulating.
2. it’s open to risk and has no hierarchy; it’s nurturing and tolerant.
These characteristics often are missing from organisations with rigid structures, whose attitudes tend to be, “Risk is bad and safe is good” On the other hand, small organisations where team members are creative peers make it easier to be creative.
Why is having a haven for creativity so important? Almost everyone who has achieved success as a designer will say that success hinges on having self-confidence and no fear of failure. In other words, they can take risks without criticism or judgment. Talk to any creative professional, and you will learn that the freedom to take risks is the fundamental reason their work stands out.
Every designer needs a haven for innovation. If you work for someone else and find you’re afraid to take risks or have your ideas judged, you won’t do your best work. If you work alone but don’t present your most creative work because you’re afraid of your client’s reactions, you deny yourself the haven you need.
How do you create a haven for creativity? First, get rid of negativity. No is not part of the language of creativity. No breeds fear. “You can’t do this” “I don’t like that.” “That doesn’t make sense.” “The client won’t go for that.” All these negative reactions break the creative spirit. Instead, encourage further development of potentially risky ideas.
Don’t edit until the brainstorming session is over. Judgment and evaluation are big parts of the creative process, but they have no place in the brainstorming process. Judgement simply stifles further creative thinking. remember during brainstorming, no idea is a bad idea.
Creative havens are fun, interactive, lively and interesting. Stimulation in the forms of books, magazines, visuals, sound and music all make for innovative havens – and innovative people. If you don’t like the people you work with, you’re in a heap of trouble. Creativity demands a positive point of view, and the people around you determine that view.
Think happy thoughts.
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www.reformcreative.co.uk | 0161 236 0054
An award-winning designer who has had work published in the most coveted D&AD annual. Educated to degree level with a BA (hons) in Design. Paul has 20 years in the design industry. Paul brings with…
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