by Andy Ruthledge
March 4, 2008
Published in: Creativity
Unless I change my mind again, 'On Creativity' by Andy Rutledge is the article I decided to use for project 4.
Summary:
The author of this article challenges readers/designers 'concept of creativity and the role that it plays in work and professional communication.' Creativity is referred to as a tool, which does not convey skill, and is also described as technical and analytical. Ruthledge says creativity can be used effectively by considering timing (when creativity is used during the design process), and also by starting with the "un-creative" facts, which become familiar to the designer during the design process. Ruthledge also points out that no design project begins with creativity, and instead begins with the client/context discovery, and of course, lots if research to become familiar with the "contextual landscape" of the project before committing time to an initial creative impulse. Approaching design creativity from a different view or "sideways" angle can enable designers to find clever solutions to the challenge at hand as well. The constraints of design projects are designers "best friends" according to Ruthledge, and present designers with half of the solution.
Another issue the article addresses, is the use of creativity in the business world today. Businesses think that creativity is a 'magic bullet,' and is available for free from anyone, ranging from business staff to customers. Unfortunately, few people understand how to use creativity effectively, which leads to a backlash on the design profession, since we are considered to be the "custodians of creativity." People don't realize that creativity 'has little to do with effective design.' Therefore, it's important that designers distinguish themselves from the general public who all possess some sort of 'creativity,' by representing our value to clients by showing them our design competence and foundational skills( verses talking about ourselves in terms of being 'creative'). In doing this, Ruthledge says we can help create a perception of how creativity fits into our work,' before someone else does it for us.
This article was especially interesting to me because of Ruthledge's take on the constraints of projects in the design profession. I found that part to especially relate to projects that we work on now as students, which have a set of parameters to follow and objectives to meet. The process along the way is how we come up with our final solution to the design 'problem,' and the constraints we are given can be used as a tool to helps us, instead of being viewed as restricting our creativity. I also agree with his statements about how research and getting to know the 'landscape' of the project is essential before just coming up with some random 'creative' idea that may or may not solve the problem.
Main points:
The main points made throughout the article, which are touched on in the summary as well are:
-Defining creativity and using it effectively
-Using creativity in the design process, and working with constraints we are given
-The 'mythconception' of creativity
-Representing value to clients through design skills verses 'creativity'
*Andy Ruthledge is the head and chief design strategist of Unit Interactive, which is a successful website that develops companies brand name, logo,website, and application design. Ruthledge's personnel website, Design View, features articles he's written about professionalism and design.
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