Definition Creativity is the ability to think up and

design new inventions, produce works of

art, solve problems in new ways, or

develop an idea based on an original,

novel, or unconventional approach.

Four Tools of Creativity• Faith in your own creativity

• Absence of judgment

• Precise observation

• Penetrating questions

APPEAL TO AUTHORITY

Creativity Needs:

! Skill

! Talent

! Personality

Creativity means The capability of producing

new solutions in the intellectual way to solve problems

creativity as the act of turning new and imaginative ideas into reality

“Creativity is thinking up new things. Innovation is doing new things.” — Theodore Levitt

Aesthetics:

KNOW YOUR VOICETHIRD PRINCIPLE

CLASSICAL

KNOW YOUR VOICETHIRD PRINCIPLE

CONTEMPORARY

KNOW YOUR VOICETHIRD PRINCIPLE

GRUNGE

“...it doesn't matter how pretty your site is or how many "bells and whistles" you have. While a high-quality site is important, the majority of people today value usability more than good looks or fanciness.”

“...it doesn't matter how pretty your site is or how many "bells and whistles" you have. While a high-quality site is important, the majority of people today value usability more than good looks or fanciness.”XYou can’t

Separate

Usability from

Visual Design.

Perception.

Aesthetics and...

Cognition“the process of knowing”

Affordance says an ‘objects sensory characteristics intuitively imply its functionality and use’

“Look & Feel”

function

“Look & Feel”

functionXPretty is Not

decoration!

Pretty is Function.

If you care about function, then you care about cognition and affect.

And consequently, you care about aesthetics.

UnderstandingControl Outcome

FOURTH PRINCIPLE RESPECT CONTEXT

CONTEXT PREVENTS

CONFUSION

DATA

?

PROFITMEANING!

Affect

Cognition

Myth reality

How I ‘think’

cannot be

separated from

how I ‘feel’

Limitations of Creativity

! Individual & social influences factors ! Aging changes! Economic status ! Geographic distance ! Cultured difference

“Dismissing visual design as just a matter of making things pretty or ugly cuts off your ability to communicate with your customers...

Design is a means to communicate, not mere styling.”

-Luke Wroblewski

KNOW YOUR VOICETHIRD PRINCIPLE

A CLEAR VOICE CAN ACCOMPLISH ANYTHING

IT TAKES MOST PEOPLE .1 SECOND TO INITIALLY DETERMINE WHETHER

THEY TRUST WHAT THEY ARE SEEING

http://www.psychologicalscience.org/onlyhuman/2006/07/velocity-of-trust.cfm

SINCERITY

© copyright United Feature Syndicate

“To be persuasive we must be believable; to be believable we must be credible; to be credible we must be truthful.

It is as simple as that.

—Edward R. Murrow

9 PRINCIPLES…1. Keep Promises

2. Show Results

3. Know Your Voice

4. Respect Context

5. Transition Changes

6. Guide, Don’t Dictate

7. Show Then Tell

8. Make it Simple, Not Simplistic

9. Always Leave Them Wanting More

Thanks!

THANK YOU

SIMON COLLISON@colly

http://colly.com

Thank you….

Th!N" y#$!@idangazit & ht!p://gazit.me

don’t be shy, come say hi!