PBL Task 10

How to come up with a creative idea that communicates your message?

  • How creative ideas become messages?
    • How we can define the creative “big” idea?
      • Simply stands out from the crowd and adds value to your company
    • Which are the components of a creative idea?

1.       The first factor is SURPRISE: whether one produces something that continues captivating attention, even though it becomes familiar over time. This may result from rare and remote association of ideas or a recombination process that brings familiar things together in an unfamiliar/unexpected way. This is the ability to think beyond conventional boundaries or categories, loosen up the associations and make remote associations between and within categories. This is also related to flexibility with which you can walk across categories and disciplines.  An example might be Mona Lisa by Da Vinci or putting a urinal in an art gallery.

2.       The second factor is ORIGINALITY: whether one produces something that is really unique and novel and unheard of before. This is creativity that is not just combinatorial but perhaps associated with transforming and transcending. As pre Pribram novelty is a result of new rearrangements of old ideas. If the first factor is about combination, this may be thought of as permutation or reordering. This is related to originality scores. An example might be cubism by Picasso where the face/familiar objects are rearranged, sort of.

3.       The third factor is BEAUTY: whether one produces something that is appealing and aesthetically satisfying. Beauty lies in the eyes of beholder and is related to subjective preferences. Identifying beauty is a fast and frugal process and as per one conception, we find something beautiful, if we can process it easily (that is why average faces are more beautiful- ease of processing). This is related to fluency scores or the ease with which you can ideate.  Expressionisms by Monet et al looks beautiful because it’s easy on eyes.

4.       The fourth factor is of UTILITY: whether one produces something that is useful. As evident from the alternate uses task the utility of something is ambiguous and context dependent and yet measured objectively and not subjectively.  Creativity is the ability to deal with this inherent ambiguity, be comfortable with it and look at things from multiple simultaneous perspectives to find useful contexts in which to use/ apply it. This is the ability to see if the solution actually solves the problem. Also the ability to elaborate an idea and add details to it, so as to make it useful/ relevant. Here, one can focus on one stream of thought/ idea and take it to logical conclusion, adding details and making it complex. The Miniature art of India, that has elaborate details, is an example of this form, and is useful in reconstructing history.

To put in simple words, creativity is generation of new, unexpected, likeable and useful/complex ideas/ things etc. Creativity happens if something ‘stands out’ from the crowd.

http://www.creativitypost.com/psychology/creativity_components#sthash.ZuAlE0LU.dpuf

http://www.celt.iastate.edu/teaching-resources/classroom-practice/teaching-techniques-strategies/creativity/elements-of-creativity/

  • How we define the message?
    • Adds value to your customer and brings benefit
  • What is the message strategy?
  • What constitute a message?
  • How to affect customers’ emotions by appealing to different senses?
  • Examples

 

  • What factors should be taken into consideration when designing the message?

 aida

  • Stage 1 – Attention: A timely and relevant communication grabs the users attention
  • Stage 2 – Interest: The communications content arouses interest in the consumer
  • Stage 3 – Desire: The communication creates desire and need in the consumer
  • Stage 4 – Action: The strength of the desire evokes an action from the consumer
  • Pushqr

http://www.forbes.com/sites/jaysondemers/2013/08/05/how-to-use-the-aida-formula-to-boost-your-content-marketing-strategy/3/

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