In following post you can see my lecture about Creative Circumstances in creative world for TEDx Brno
Thank you having me here. As mentioned on the beginning, I’m a designer – things I do is design. I’m offering creative solution for the clients of R/GA where I’m working as a Senior Interaction & User Experience Designer. The lecture I prepared today is all about design, but not only design itself, it’s more about creativity and how is creativity perceiving and become part of our daily live.
On the beginning let me ask you a question. ”Who is designer or have a creative occupation?
… or different, who is in the position where you’ve got the power to decide where or how certain project could go?”
習う より 慣れろ – (narauyori narero) is one of the wise Japanese quotes which we can translate “practice make perfect” or even in Czech language “Opakování matka moudrosti”. As same as you even I passed many schools and educational institution. Not only in position of student but also as an External Lecturer as well as Teacher. All these institution ware almost same. Product Design, Graphic Design or even HCI and Ix Design ware same in terms of university rules – so what was different for me? It was the approach and attitude in the process of communication with students on the projects we have.
As a one from the small group of students I had a chance to graduate within the International inter-ship at École de Superiour de Art et de Design in France small town Ville de Reims. Internationl envirenment and absolutely different approach in theory and work disgorge my merit of the design discipline which I build so far at Faculty of Fine Arts in Brno. More over I have been able to start properly my dissertation, which no one found intensive on the beginning but on the end get me National price for the Design.
Before we step ahead let me ask you another question. “What did you take away from the university”
Structure / Rules / or Creativity?
Ken Robinson in one of his speech at TED in Oxford exactly said “School kill creativity”. Well maybe he is right and some of these issues could be solved in the process of self development, but let me disagree here a little bit. It’s not the schools or university which kill our creativity. It’s the media itself. Our mentality and perception is violated on daily bases. This affect not only our main thinking but also our decision making process and even more our mental habits.
How many time you find your self in the position when the creativity thinking was over and you grab the source of the huge inspiration namely “The Internet”. We forgot immediately all basic principles and guidance which lead any great designer and project forward – from the beginning to the end.
As for example the Structure – I don’t want persuade anyone, that design is a pure construction, but all of us should agree that design as a discipline is based on certain structure. And we don’t have to go that far to find out that this is true. Many recent designer still taking and advantage of pure essence of design structure made by Jan Tschichold – Die Neue Typografische, Ladislav Sutnar – Visual Communication or even younger generation such as Wim Crouwel and Nevile Brody.
… and it was namely Jan Tschichold who bring me in 1995 in to the design supported by rules and structure. Structure where we fairly easy find the rhythm which sometime get lost in our recent designs. … and finally Creativity - which is so vehemently promoted in the media but not very well received bu the audience for who is targeted. Creativity, which become 80% compilation of designs principles already applied.
What really moving us forward?
Flexibility / Opportunity / Courage?
The process I’m using now is different from all my colleague in Czech Republic. Generating final idea is mostly discontinuous process. Things I figured out I write down – simply as a note or even sketch, which I leave for a while. This gap gave a huge opportunity to evaluate process as well as technical understanding of how this things can happen in real world. Many times I have heard especially in Czech environment “If I have a flexible Client I can do a great design” well great design is not about the client.
Good Design - is about designer. How s/he understand basic principles of creation. Know clients needs and more over know clients environment – where the client act and how the user receive clients service. Know very well the market for who he designing.
Super design - it’s part of contribution within the team of people- professionals, who prove, share and extend primary idea. They are not afraid to experiment at the expense of their profession and all of them are able to deliver unique solution independent to modern trends.
This and many other factors brings an opportunity for open conversation between client and designer but moreover between designer and end user. This type of implementation is one of the most exiting occurrences in designer lives. This by itself gives opportunity not only for designer but for whole team working on more sophisticated and complex projects / solutions.
How does it works?
Concept / Consultation / Communication
To have an Idea its easy – to advocate that’s right Idea it’s even harder. Long since France I have been promoted consultation of primary idea case study and research with the clients. Unfortunately some of them took that as a surfing on the net for their money. The term like Site Audit or Site Case Study was early birth so it’s no wonder, that this effective methodology of managing process for web creation – was never really implemented in Czech web design field (in my practice 2000 – 2004). Same as many of you I have to develop 2-3 version of the website which going to be build – because client wasn’t really sure.
You have to establish regular intervals for projecting and consultation in the project. This will stabilize the work flow and open more room for experiments and communication. All collaborators get deep understanding whole realization. You also get more time for Case Study, UI Study, Brand Direction and over all more time for Development a Analytic. With this you creating never ending dialogue of professionals where the client is one part of the team, who only reviewed the process this type of collaboration.
Now arising the question if there is somewhere this type of the client?
I believe so, ad if not I’m sure that we can guide any client to understand the live circle and get the benefit of it. I personally have a opportunity implement part of my project circle in real practice in Czech. Especially subdivision Silicon Graphics and some small architectural studios like – these actually listen …
80% of deign is design advocating and articulating right idea - We communicate main idea, we communicate inspiration and execution of our solution. To find the right solution is not copy semantic of Amazon or use open source engine for your eShop. In our case it’s more about find the right way of communication. Interlayer which exist between designer and client moreover between designer and user. Once you start this dialogue right, it become continuing experience …
Waht do you really need for this?
You have to create your own rules
Rules - which help you to start this kind of conversation and help you out to keep this conversation active enough to see everyone we engaged. This type of focus give you enough room for your creative part.
Creativity without the media - After my France international inter ship i take an advantage with my sketch book a tried to develop my own methodology based on actual knowledge. I tried different technique and principle in different types of media but always I end up with – moeskin. In last 5 years I have build my own system where I’m working without the media. I design things from my mind – what was staid there have a reason to be rise again. This approach give me more flexibility and chance to evaluate my process. Paper however it sound orthodox is more efficient in terms of generating idea and keep me updated during the active projects.
Don’t forget to Evaluate - every single project has some start and end. It’s really important to find the time to talk about the project on the end. Find what you have done and what can be done better way. Some of your colleagues might have an idea which they didn’t share because they didn’t have an opportunity – or simply you have been so busy to listen properly. This evaluation process give you better understanding of all our work you produce, open room for your colleagues be part of the project circle and make a decision which affect their live. All these information will lead you in time when you’ll force to make quick a precise decision – which obviously make you a better designer.
So what do you need exactly?
Listen and observe
In the time of digital age is really simple to follow someone – do you agree! We have co many opportunities Information gates, Blogs, Facebook, Twitter, Flicker or even Poscast and mainly Video channels like YouTube and Vimeo. In last couple of years peoples stories and experiences ware shrink from days and hours work in to a few minutes of podcast or video and even further from these few minutes in to a few secound which we call twittering.
designboom: rupprecht geiger at gwangju art biennale 2010 http://bit.ly/c4dFh5
We stop listening. Time of our interaction from 2000 was decrease almost 7 time. We are actually able to receive more information in shortest time. Opposite side of this is we start to loosing power of long memory.
Do you remember the sign I show on the beginning?
Listen, listen intently and choose carefully who you listen. We have to become as a never-ending photographer of peoples moments, which tell us stories about people behaviour and even more about our habits which guide us across all disciplines peoples live. Attentive observe how fast we changing our habits depend on the technology – all this moments of observing make us better designers for the future.
Sketch - and if it’s possible save it – create your own sketch book full of the moments and memories which inspire you. Soon or later all this memories will change to the experience which you can use for any possible design project. Sketsch not because is faster or easier, sketch for opportunity to compare, for chance to see things from the births perspective. Sketch for ability to see how your solution can be flexible and how this can grow in the future.
If you are designer sketch – because this will take you to the top of what you do …
What / How / Why?
… well O.K. sketch but what? how and why? Simon Sinek in one of his lecture at TED presents model What / How / Why. Let me use these words as a base idea focused to design process
1 / What
Well we usually know what we doing right. Logo, banner or even web site.
2 / How
Obviously we also know how the what make it happen.
3 / Why
But why we do it it’s not so obvious isn’t it?
If the designer has enough material to articulate his design proposal s/he is getting in to a position where s/he become Information Architect, who create and control whole process. … but even now we still missing something right?
You are the missing element. You own all necessary information that are necessary for making ideas happen – including your creative potential you collect across several years of experience and this is right balance to delivery any possible design. Most of us read article before the millennium how the year 10 will look like – we are here and my advice is “future is not behind the door – future start tomorrow”.
Please use all these knowledge, no for your profit but for better future for all of us.
Czech Version | English version