Creativity for the sake of creativity

Let it be different, let it be colorful, let the logo be big, let it be creative... we have heard these things 😊Many agencies have witnessed the love of creativity. It is a field that is in high demand, especially among new employees and customers.When we say creativity, we understand a unique design solution, puns or deep meanings in a slogan, small stories behind ideas, or meanings that everyone creates for themselves. Let's take a little trip into the realm of creativity… 

What is creativity?

Creativity can be characterized as solving a problem in an original and unusual, yet useful way. In general, if we take a brief look at the history of the formation of creative approaches, we can see that, starting from the early days of our human society, together with the formation of a person, unique creativity, thinking, and approaches to society and the environment also appeared in it. Of course, at first these values ​​were very simple thoughts and approaches. 

The society was changing over time towards development. At the same time, the ways of understanding (accepting) the concept of creativity, as well as this expression itself as a term, were changing and developing.Ancient East, Greco-Roman thinkers of antiquity did a number of important works in this field. The concept of creativity was first applied to art and poetry, both in Ancient Greece and Rome. They were not based on freedom of action, but rather on obedience to laws. Thus, the "Academy of Athens" opened by Plato in Greece, being the first academy in Europe, was of exceptional importance in the formation of free thinking, new, progressive ideas and opinions for the time. Likewise, the thoughts of Socrates and Aristotle, the school of atomists of Leucippus and Democritus, the sophist trend of Protagoras and Gorgias, etc. made great contributions in this field.

The concept of creativity adopted by the art world has passed a certain period from the Middle Ages to the present day. In certain pages of history, we can find creativity in art, in some places in the field of fashion, in some places in architecture and sometimes in the field of science. 

The concept of creativity of our time is very broad.The creativity is not only in the hands of artists, but extends from TikTok video content to government-level events.For the creative content that everyone wants to get these days, brands are switching different agencies or downsizing in-house to bring new minds to the team. 

If creativity is not understood, nobody needs it…

Creative thinking does not come from sitting and thinking creative ideas. There is no need to create new ideas, new thoughts to think creatively!

A person who creates a creative idea does not think about the idea, but looks for a source of inspiration. That is, it is necessary to meet new people, not new ideas, you need to read new books, meet new people and travel to new places. In this case, creative ideas will come and find themselves.

However, nowadays, there are quite a lot of people who assume to be creative. Sometimes we see ourselves in the place of the customer and audience. We see an advertisement of a bank, restaurant, hotel or other catering facilities. We see that the slogan is beautiful and the design is attractive. But what do they mean? It is impossible to understand.

To be more descriptive, let's say that there is a campaign in some bank. Today, the same bank gives free gold bank cards that it normally sells above AZN 100, and it does so only within 2 hours.  Here is the idea: Slogan: You are invited to a world full of golden cards! Idea: Make the branch of the bank out of gold, decorate everything with golden stones, etc

Slogan: Come empty-handed, return full of gold! Idea: In the visual, we see a golden card coming out of a bank branch.

Of course, creative ideas are open to interpretation. Since it is a flexible field, everyone can write differently, content that looks creative to one person may be too simple or redundant to another.But one thing should not be forgotten that if creativity is not understood, nobody needs it 😊