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:

CLASSICAL
THIRD PRINCIPLE KNOW YOUR VOICE

CONTEMPORARY
THIRD PRINCIPLE KNOW YOUR VOICE

GRUNGE
THIRD PRINCIPLE KNOW YOUR VOICE

“...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
X
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.”
You can’t
Sepa rate
ility from
Usab ign.
sual Des
Vi

Perception.

Aesthetics and...
Cognition
“the process of knowing”
Affordance says an ‘objects sensory characteristics
intuitively imply its functionality and use’

“Look & Feel”
f u n c t io n

“Look & Feel”
Pret
deco
Pr
X
ty is
rat
etty is F
f u n c t io n
Not
ion!
unction.

If you care about function,
then you care about
cognition and affect.
And consequently, you
care about aesthetics.

Control Understanding Outcome

CONTEXT
PREVENTS
CONFUSION
FOURTH PRINCIPLE RESPECT CONTEXT

DATA
?
PROFIT
MEANING!

Affect
How I ‘think’
cannot be
separated from
how I ‘feel’
Cognition
Myth reality

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

A CLEAR VOICE CAN
ACCOMPLISH ANYTHING
THIRD PRINCIPLE KNOW YOUR VOICE

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….

ThaNk you!
@idangazit & http://gazit.me
don’t be shy, come say hi!