Creative Process, Anyone?

Creative Process — it’s the mysterious “how” of getting from the glimmer of an idea to a fully fleshed-out creation. In my work as a designer, I think about Creative Process everyday. It’s the framework that takes me from a blank page to a finished design that supports and enhances our editorial content. With it, I’m better prepared, have more information to work with, find more solutions, and hit the target with better designs. Without it, I flounder in frustration and take twice as long to get to a design that’s half as good.


Don’t be fooled by my capital C and P. You won’t find a concise description on Wikipedia or a “universal template for designers/artists/creative-peeps” anywhere. (I’m thinking a patch applied to your bicep providing a steady dose of designer mo-jo would be fabulous.) WHAT IS IT? What’s the magic formula? Alas, we must hammer it out for ourselves and the only way to do that is, well, to do that. Here's my attempt:

Phase 1: Research ~ In this phase, my goal is to gather as much information as I can about the project. I want a sense of the background, to be clear about the goals and purpose, and to understand the context of the piece and its audience. This is the raw material I'll need to hit my target and the more I know, the better my aim.

Phase 2: Brainstorm* ~ Now I start ripping bits out of magazines, paging through design digests, browsing the web, sketching—anything to get the juices flowing around the raw material I acquired in Phase 1. Then, it’s thumbnails galore, the more the better. (Never, never stop at the first idea. It may be the best, but putting a few more on the board will only help prove that.) Finally, I snoop around the office for some input—how do my ideas strike my colleagues? Their impressions and feedback, even criticisms, help clarify my ideas. My goal in this phase is a couple good concepts that are worth developing.

*For me, brainstorming is most productive in the Zone (again with the capitals!), the mental and physical space I need to experiment and get messy with ideas. I have all my tools and resources there, it’s well-lit, the door shut, music is playing... It’s the place I work best in and consciously go to when I need to get in the creative flow. I also value knowing when to step away and clear the air. If a stroll outside doesn’t work, I’ll call it a day and turn my attentions entirely away from the project. Sometimes, I’ll see what's on the mental drawing board just before I fall asleep. Nothing? No worries, things usually look different in the morning.

Phase 3: Development ~ At this point I’ve identified my strongest concepts and there is probably one in particular that just feels right. I start there and bring these elements in for consideration:

Execution — I decide if this concept is best expressed in a strictly digital/typographical manner or if it calls for photography, painting, drawing, lino-cut, silk-screen, sewing, collage, wacky-alternative-medium-you-name-it... I spend so much time on the computer that a hands-on process keeps things fresh.

Typography — I find a few fonts that suit the concept and start messing around to see what emerges when I kern, break up and rearrange, reverse, rotate, etc.

Color and Texture — Experimenting with various color combos helps me to define the right mood. Incorporating texture is a great way to add depth and interest.

Negative/Positive Space — Another way of looking at composition. Keep everything moving around the plain and watch what relationships emerge.

That’s the process I strive to use; I find that hitting on every phase is beneficial to any project regardless of size. And when stuck, I try to remember to keep it active, and move stuff around. Finally, don’t get attached to something that just isn’t working!

What works (and doesn't work) for you?
[Originally posted to InspiredRetailer.com/blog, May 2009]