The biggest challenge for any artist or designer is to face a blank canvas, screen or paper. It is, from my point of view, the most fun phase for the graphic designer. But it is also the most crucial, as it will mark the way forward for the project we are developing. The creative process plays a very important role in the early phase of any project.
Each of us has our own way of getting inspired, exploring our imagination and expressing our creativity. But often we find it harder than usual to be creative, or we are faced with work that requires more attention. It is in all cases, but especially in these, that a creative process takes on special relevance.
Let’s take a look at what this process consists of, as well as some ideas to encourage the creativity that we all have.
What is the creative process?
A creative process is a series of steps that a designer takes during the design phase of a project, from an initial idea to the final result. It is a process by which the ideas and concepts of the project are refined at each step, in order to obtain the best solution.
Basically, it’s a guideline that helps you structure your design process, so that you don’t go in all directions aimlessly, but make sure you go deeper into each idea to find the most suitable ones for your project. The creative process as a systematic model? Amazing, isn’t it?
Phases of the creative process
Several designers, psychologists and other professionals have dedicated themselves to delving deeper into this field related to the creative process. And there are several versions that have been elaborated, with different nuances, about the different stages or phases of the process and the specific steps of each phase.
The Italian Bruno Munari, in his projection method, establishes a very interesting creative process for the designer, which I recommend reading. But one of the most influential people in the investigation of the creative process is Graham Wallas, who in his book “The Art of Thought” lays the foundations for the most current cognitive theories of creativity. In it he describes the four phases of the creative process:
1. Preparation.
This phase is related to consciously getting in touch with the problem and going deeper into it. As much information as possible is gathered to understand the problem. Then, the first approximations are sketched. In this preparation phase you need to look for inspiration to define the aesthetic style you want to give to your creation, tone, communication…. There are good ideas everywhere and inspiration can come from the most unexpected places.
The preparation phase is the moment when you immerse yourself in the problem.
2. Incubation.
Ideas begin to manifest themselves when you distance yourself from the project and give your mind space to let your imagination run wild. Do everyday tasks, go for a walk, meet people, listen to music or simply change your project for a while.
In the first stage, the preparation stage, the ideas you come up with are the most predictable and logical, and we can say that the work you do is ‘linear’. In this incubation phase, ideas are associated randomly and freely.
It is a matter of leaving space for ideas to manifest themselves until a BIG IDEA is achieved. This phase can last days, weeks or even longer. It is in this phase that we define where we want to go, the goal.
3. Illumination.
This phase is conceived as a conscious awakening of ideas that bring us closer to the solution and that happens suddenly. It is the moment of creative inspiration. In fact, this phase is commonly related to the “aha” experience or the “eureka” moment, which coincides with a state of satisfaction or euphoria. In this phase I choose the right ideas, tools and techniques to use.
This phase is the result of all the work done in the previous stage and occurs when among all the unconscious connections generated, there is one that “fits so well that it is forced to come to consciousness” (Csikszentmihalyi, 1998).
In this phase it is important to use all your patience and perseverance, because perhaps what you had in your head does not work as well as you had hoped. The important thing is not to get discouraged.
4. Verification.
It is nothing more than the evaluation and critique of what you have done. Assessing whether the content is exciting, refining every aspect and aligning ourselves with the objectives set. It is a good idea to surround yourself with people you trust who can give you constructive criticism, ask them what they think of your work and consider their opinions.
At this stage the important thing is not to be too closed in your ideas and to think that they are malleable. Flexibility will help you to be open to possible changes that may improve your work, even if they sometimes take you back to some of the previous phases.
This phase is characterised by the elaboration of schemes, sketches or drawings, which allow the translation of the original idea into a useful reality that can also be communicated.
Creativity
Following these phases we have just seen will help us to develop our creativity to the maximum. But first we have to ask ourselves: What is creativity, are there different ways of being creative, and can we stimulate it?
“Creativity is intelligence having fun”.
Albert Einstein
Creativity is the ability to think outside the box, find new solutions and generate ideas. Although many factors are involved in creativity, such as background knowledge and experience, cognitive neuroscience also plays an important role.
The psychologist J.P. Guilford in the 1950s established two categories of thinking: convergent thinking, which consists of gathering facts to determine a single answer; and divergent thinking, or lateral thinking, which formulates multiple ideas from different sources. This, according to Guilford, is where creative thinking is found.
In his article “The cognitive neuroscience of creativity“, neuroscience professor Arne Dietrich further classified creativity according to brain activities. His research introduced a model of four basic types of creativity corresponding to two modes of processing (deliberate and spontaneous) and two domains of knowledge (cognitive and emotional). Let’s look at it briefly.
Types of creativity.
According to Arne Dietrich, the four different types of creativity are:
- Deliberate and cognitive creativity. Individuals who exhibit deliberate and cognitive creativity are research-oriented and favour the repetition of experiments and research to achieve their creative goals.
Thomas Edison’s work on the light bulb, which required numerous trials, is a perfect example of deliberate and cognitive creativity. - Deliberate and emotional creativity. Individuals who fall into this category favour quiet time, which helps generate random moments of clarity and creative inspiration.
Deliberate and emotional creativity combines reliance on logic and facts with emotional sensitivity. - Spontaneous and cognitive creativity. Creative people in this category often need to divert their attention from the problem at hand and focus on different activities. In these moments, they are able to connect the information. Solutions emerge when an external idea or inspiration triggers the brain.
A “eureka” moment, like the one that supposedly inspired Isaac Newton’s theories on gravity, defines spontaneous, cognitive creativity. - Spontaneous and emotional creativity. Great artists, such as painters, authors or musicians, often meet the criteria for spontaneous and emotional creativity. Their creativity arises from epiphanies, or sudden moments of inspiration, which allow them to see a situation from a completely new perspective.
This kind of creativity is not forced or manufactured, but simply requires patience.
Techniques to stimulate creativity.
We are all different, we are all in different moods and we are all more or less receptive. But we are all creative to a greater or lesser extent. There are many ways to awaken our creativity. Some will suit us better and others less so, but here are some techniques or tips that work for me. I hope they help you too:
Seek Inspiration
Like creativity, inspiration does not always come as easily as we would like it to. If inspiration doesn’t come to you right away, don’t give up. Take the time to research and find different elements that inspire you for the project you are working on. Keeping up with what’s new in the industry is very important and, as designers, we often refine and innovate more than we invent something completely new, so it’s beneficial to look at other designers’ work for inspiration.
Pull from different sources of inspiration such as artwork, literature, nature… you never know what will spark your interest and motivate you to create something amazing. If you have children, play with them as much as you can. Besides having an amazing time, kids are an endless source of imagination and creativity.
“The creative adult is the child who has survived”.
Úrsula K. Le Guin.
Don’t be afraid to get it wrong
Sometimes, starting to design is the scariest step, for fear of making mistakes. However, we learn the most from mistakes. You have to make mistakes to improve. Mistakes and imperfection are part of the creative process and an integral step in creating good work.
This advice is especially important during those exciting moments of brainstorming and visual exploration. The main objective is to test all ideas, even those that may seem ‘silly’ or unlikely to work. To do this, overcome the fear of making mistakes.
Practice, practice and practice
Creativity is like a muscle: the more you use it, the stronger it gets. The more you practice drawing, designing and coming up with new ideas, the more you will train your brain to think creatively.
Experiment every day with different techniques or media, and don’t be afraid to create things that aren’t so great – that’s what it’s all about. You get better by practising, and every day will be different, so keep going.
Invest in yourself
Investing free time in something that you enjoy and that is different from your work is something that helps the mind to relax. Listening to music or playing sports are two activities that have always helped me personally to see things from a different point of view.
Several studies suggest that delving into new and unfamiliar topics can boost creativity and spark new ideas. Hobbies are a perfect example of this. They provide us with moments to get away from work, break our thinking patterns and engage our brains in different activities.
From time to time, change something
While routine has its advantages, especially for those who value stability, it can sometimes suppress creativity. Even small changes can stimulate your brain to think differently.
If you find it hard to change the air at home, head for a cosy café or a sunny terrace. And if you’re commuting to the office, try changing your route. When you’re on public transport, instead of being engrossed in your phone, take a look out of the window. Look at the landscape, the people, the buildings. You never know what might spark your ideas.
Ask for second opinions
While asking for feedback can be uncomfortable, it’s actually one of the best ways to get a different perspective on your work. Seeing your designs through someone else’s eyes can offer creative ways to improve them and inspire you for future projects.
However, be selective when asking for feedback. Remember that too many cooks can spoil the dish and you don’t have to accept everyone’s opinion. That’s why online design communities are good places to go, as you can get the opinions of professional designers.
If you are interested or want to go deeper into this topic, I recommend these readings:
- Design As Art – Bruno Murani
- The art of Thought – Graham Wallas
- The creative act: A way of being – Rick Rubin
- Steal like an artist – Austin Kleon
Conclusion.
Graham Wallas’ creative process, although systematic, can probably work for you. Perhaps you identify with one of the types of creativity formulated by Arne Dietrich. The truth is that each person is unique and, although many of the tips I have shared here are generally applicable, it is essential that you adapt to your own needs.
Continually seeking joy and satisfaction in what you do is the best way to nurture your creativity and productivity. You are the person who knows yourself best. So remember what you are passionate about.
Hi!, I’m Roberto Vidiella.
I am the founder and Creative Director of VIDI. I am passionate about graphic design, and through this blog, I try to deepen my knowledge and share what I have learned during my career. If you leave me a comment, you help me to keep learning and improving, and I’m really excited about it!