The Creative Machine
About 10 years ago, I spent a few years working on design research. Specifically, I was interested in the process of how people make things and what aspects of the process might be improved. One of the areas of particular interest was the of idea generation using known inventive principals – an idea encapsulated very well by TRIZ.
I had a few opportunities to try TRIZ first hand, one of which was documented (local pdf) by Invention Machine, a company which commericalized aspects of the TRIZ approach. So the lead me to think about whether a similar approach might exist in other creative areas such as advertising or more generally, marketing.
What about a Creative Machine or a Theory of Creative Problem Solving? (not sure what the Russian version would look like)
One might imagine a review of essential elements common to award winning creative or creative which had a particular impact on sales. One of the wrinkles is the relationship between media and creative, which has changed quite dramatically, but perhaps some of the issues might be abstracted away in some cases to form the equivalent of “physical principals” of communication, human behavior, etc.
Will need to think about this quite a bit more before posting again, but dont want to avoid idle speculation. Some of the other design-related work we did in modeling and optimization, seems like it is more relevant then ever particularly when one looks at conversion oriented campaigns which leverage multivariate testing on landing pages, for example.
Posted in: Uncategorized | Tagged: Analytics, Creative Process, optimization, triz | No Comments