1 Too good!

More amazing words from Master Rutledge. Thanks for continuing to share your knowledge, Andy.

I like how you raise the commonly heard complaint, “I’m not allowed to be creative.” And then, by your comprehensive (and correct) definition, we actually hear these designers saying not only, “I’m not allowed to be self-expressive,” but also, “I am unable to create given these restraints.” Or even, “Sorry. I cannot do my job.”

As a young, still very ignorant designer (and human being for that matter), it is a constant struggle to realize my value as a craftsman. However, your advice gifted to our community here and on Design View has always served as a competent, inspirational guide. Looking forward to your next piece.

posted at 09:11 am on March 4, 2008 by Colin Williams

2 Client Perspective

Having spent many years in pure development design and creativity was something I lacked. Reading this article hasn’t changed that, though with my current experiences I’m getting better.

On a recent project I was struggling for a good logo and a good colour palette. I contacted numerous design agencies. the majority of these jumped straight to creativity, I even got mock-ups based on one meeting. these missed the mark.

The reason they were ‘off’ was because I didn’t really know what I wanted. However, there was one agency that went through this process with me. They got to know the ‘landscape’ first and the results are great.

This article has really opened my eyes to the process I should be looking for when contracting design work out. I would encourage anyone asking a design agency to do some work with them to ensure that the work is with and not just for them – expect a process like the one outlined in this article and expect good communication.

The final design has to communicate so the design agency should too.

posted at 10:05 am on March 4, 2008 by Nathan Davies

3 Superb

Andy,

Superb article, loved every word.

I particularly like your point that creativity is over-valued. I often hear references to “the creative” — as if some raw creative [removed]a Photoshop comp) needs to be transformed into a website. It strikes me that people who use this terminology have failed to grasp the basics of design under constraints, which you capture so eloquently.

posted at 11:17 am on March 4, 2008 by Jonathan Kahn

4 What about The Creative Process

I wholeheartedly agree with the idea that the design process be clearly distinguished notions of pure creativity – but I am not sure the distinction is so clear when your web design services involve Art Direction or coming up with marketing concepts which communicate and idea rather than just painting a product.

Confused? In Stephen Hay’s article on Art Direction for the web (http://www.alistapart.com/articles/artdirweb) he describes how, when working for a toothpaste client “Someone purely concerned with design might create a proposal which uses very nice type, blue as a background color because it’s “fresh,â€? and some stock photos of generic mouth and teeth or laughing model families.”

“An art director would perhaps come up with a concept which communicates the importance of the smile. What does a smile communicate? Power? Confidence? Happiness? Amusement? All of the above?” etc etc

The point is that when generating ideas which communicate using theme, metaphor and symbolism the Art Director will use one or more ‘creative processes’. These – like design – are not something from within – it is a process – a method – albeit individual to each person.

It is not about self-expression or flambouyancy – it is about exploration and idea generation. But at the heart of it lies the ‘creative idea’ (where the notion of ‘the creative’ arises), which is arrived at through the ‘creative process’.

Is this at odds with what you are saying here? I don’t think so, as my notion of creative is very similar to your notion of design.

Maybe we need to promote the idea of ‘creative’ being a process, which – unguided, could bear little fruit, but when guided by skilled hands can produce outstanding results.

posted at 05:16 pm on March 4, 2008 by Al Stevens

5 See Ken Robinson

Andy, I’m not sure if your desire is to separate industry jargon from universal definition or if it’s to redefine creativity.

If it’s the latter I must disagree and I would point to Ken Robinson’s TED talk for the reason.

posted at 05:45 pm on March 4, 2008 by Harry Love

6 Space Suits

Ironically, perhaps, spandex suits would almost work as a space suit – since human skin is basically airtight and withstands quite a bit of pressure.

It’d be colder than hell, but you wouldn’t suffer from explosive decompression.

In fact – somebody “beat you to it”: http://www.time.com/time/specials/2007/article/0,28804,1677329_1678408_1678409,00.html

posted at 06:07 pm on March 4, 2008 by Stephen Prater

7 Whoops, textile issue.

Anyway – the point being that it isn’t “craft” which defines good work, but “creative.” I think people often miss point of what exactly creative IS, but a meticulously crafted, perfectly kerned, ad that says “Sale Tuesday” isn’t as good as one with a creative angle. That space suit is cool and interesting not because it’s well made (it probably isn’t – I wouldn’t want to take it for a lunar test drive) but because it’s creative.

What makes competent work is good craft – what makes good work is good creative. Sure, it’s important to realize that creativity is not equal to expressionism or “weird” but I think that despite Fast Company et al’s assertion that creative is “where it’s at” – too many business don’t see the difference between “bad creative” and “good creative.” They don’t see how “Salezilla Tuesday” isn’t good even if it’s creative.

Sure, anybody can be creative – but not everybody can be creative well. Anybody can however, be a craftsman. Thus, hundreds of places like (hopefully fictional website) CheapLogos4U.com churn out crummy logos which are perfectly well made, but lack the essential “spark” which makes competent design into great design.

Anyway – I don’t think we should be de-emphasizing creativity – but rather emphasizing that not all creative is created equal.

posted at 06:52 pm on March 4, 2008 by Stephen Prater

8 Creative is the manifestation of Creating

The article was a great read from noting on design and self-expression. Though, the word “creative” seems to be defined as self-expression here. I believe creativity derives from “to think to create”. However, it is indeed commonly used as “I want to be creative” which should be “I want to express myself”.

I have been through the process of Constraits and limitation. They were once shackles to me that hinder the process of creating. However, by reading this article, these shackles are now a airplane. The perception of the airplane would take me somewhere like paradise if I only knew how to get there. And if I didn’t… I am going to crash to hell.

To get to paradise, I have to be more creative. I have to think outside of the sandbox. I have to climb over the wall, or dig under it.

Anything than just self-shackling myself to the ground.

Thanks for unshackling me.

posted at 10:31 pm on March 4, 2008 by Henry Tran

9 Untitled

Great article.

When client says ‘enough creativity’, what he means is that you are allowed to creative to the extent people like your work.

posted at 11:24 pm on March 4, 2008 by Abhi G

10 Get them involved

As freelancers, consultants and agency employees, we have myriad opportunities to both involve and embrace the client’s impression of creativity. I sense the longing from clients to be part of the brainstorming and the creative process.

Brainstorming with your clients allows for the most widely misused interpretation of the word “creativity” and allows the team to go off and execute with a real sense of purpose.

Good business application of creativity, in my humble opinion, has much more to do with understanding the needs of the client and not so much the feel of the client.

posted at 02:40 am on March 5, 2008 by Keith LaFerriere

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