Tap Creative's Blog
A creative agency in St AlbansArchive for Uncategorized
Important creative decisions, and washing up.
I had a great idea today. I didn’t think of it whilst sitting in front of my Mac “trying to think of something” – it came to me whilst I was doing the washing up.*BANG* it just sort of popped into my head. It got me thinking about what creativity actually is – from a graphic design perspective anyway, what is it, and why can it influence people so much.
Creativity (when done well) seems to conjure up a mental sum of parts. We don’t actually tell people what we want to say directly. They will hear us, but they won’t be entertained on the way – and will ultimately forget us, and our message. What we do as creative designers is split the message into several parts. When these parts come together, it’s like your brain grabs hold of them, then goes off and forms an opinion of its own. It’s like two plus two equals seven and a half for one person, and three for the next. Thats the enjoyment of looking at creative advertising, once you ‘get it’ you realise you’ve had to think about it. It’s that thinking process that makes the particular ad or website become memorable.
A friend of mine didn’t get the Cadbury’s drumming gorilla advert at first. He was talking about it a lot, which is perfect for Cadbury’s as their brand is also being splashed around at the same time as a healthy debate. I explained that it had nothing to do with the gorilla, but more it’s feelings - what it dealt with, was the anticipation that the gorilla felt whilst waiting for that classic Phil Collins drum break. The absolute joy of finally being able to hit the drums is like the feeling of eating Cadbury’s chocolate… just sublime! The mental sum of a drumming gorilla and a chocolate bar delivered one answer for some, and a different one for others - but we all enjoyed being entertained on the way!
