“For the philosopher, the production is the process and the outcome of an activity: the result is important but the process is much more” Leonardo Da Vinci.
Creativity to solve problems and generate new ideas
Not all solutions to a problem are necessarily creative solutions. Several teachers, researchers, psychologists including Teresa Amabile professor of Harvard in her book The Social Psychology of creativity; identify two types of creative solutions:
a) Algorithmic Solutions: pre-existing, linear, linear series of steps to be followed.
b) Heuristics Solutions: new methods developed in absence of algorithms, such as methodologies of lateral or divergent thinking.
Clearly, a more creative solution would be considered more heuristic than algorithmic, because that represents a new approach to solve problems.
“I forgot about the cold, the headache, and I got to play, despite the hateful piano, the way I play it when I am in a good mood. Although I am given the best piano of Europe, if my audience does not understand anything or does not want to understand anything, and as long as does not feel with me what I play, then I lose all pleasure”, Wolfgang Amadeus Mozart
The best art directors and writers of advertising, among other fields, look for new heuristic approaches to accomplish brand messages that reach the masses, to be able to persuade, reach and sell.
First of all, The Novelty
Novelty and surprise are the characteristic attributes to evaluate a work of art (Attributes of beauty and something new – innovative).
Empirical evidence from research suggests that creatively productive people prefer new things, attributes and flexible features. They are of open minds, keeping away from the traditional and common places or things of everyday life.
However, it is important to note that often the new and the novel can be derived from the old.
It is important to emphasize that creative people defy the perspective, discovering new combinations, connections and relationships.
Utility
In problem solving, the method used is beneficial and useful. If creativity is used to solve problems this must be measured in how useful it is but also in this times people like things much more with beauty aesthetic.
This introduces the idea that creativity should make valuable contributions. In essence, creativity should have an inherent social value.
Give value, have social value and be artistic, have beauty concepts, and it will be accepted by society.
No matter how creative a work of art or advertisement is, if this is not doing the job of a client, that is to sell or to be accepted by the masses, it is not likely to last long enough to have much cultural impact.
This is how important the thing created be aesthetically beautiful or have some attributes of aesthetic beauty.
“The most useful science will be the one whose fruits are more communicable and, the less useful the least communicable”, Leonardo Da Vinci.
Principle of Aesthetics – Beauty attributes in Creativity
Any work or entity that is going to create or is creating should have all, or some of the many attributes of Beauty: Purity, proportion, simplicity, clarity, symmetry and perfection, regularity, uniformity, measure, harmony and order.
“Decorum to be observed: the painter must observe proper decorum: this is, the appropriateness of the act, costumes, place and bystanders, about the dignity or nastiness of the represented thing; so that a king has a beard, gesture, and the proper garment, it is to be decorated and the bystanders with reverence and admiration, and with appropriate costumes for the seriousness of a royal court. On the contrary, low class people must be without any adornment as well as the bystanders, whose actions must also be accordingly low ones and to all members of that composition. The attitude of an old man should not be like a young man, not even a woman equal to a man, nor of this to a child.” Leonardo Da Vinci.
Let is explain some Qualities– Beauty’s attributes:
-Purity (Quality of Pure, Correct, Exact);
-Proportion (Equality of two reasons, correspondence due to the parts with the whole);
-Simple (That has no artifice or composition; it lacks ostentation and embellishment);
-Clarity (Intelligible, easy to understand; Transparent and fluent; evident; distinction with which we perceive ideas);
-Symmetry (exact correspondence of all the parts in regards to its core);
-Perfection (Greater Ideal o Final Success, Highest Achievement);
-Regularity (Constant variations in regards to its average);
-Uniformity (only one shape, Defined, Same, Similar);
-Measure (Standardization of a physical magnitude);
-Harmony (Balance of proportions: of the parts like a whole);
-Order.
Ramon Marcel Arellano Baez 