THE FIVE STAGES OF THE CREATIVE PROCESS
While every client comes with a completely different set of objectives, style preferences, goals and dreams, the Creative Process is part conscious discovery and part unconscious development and can be boiled down to these five key phases: preparation, incubation, illumination, evaluation and elaboration.
PREPARATION
Preparation is the ground floor of the creative process, the foundation on which all the other stages are built. This is the working stage, where we conduct research and gather information, laying the groundwork for success. We set objectives, gather information, and identify and compare the competition, discuss style preferences and color choices and discover what kind of character a client would present itself in the most authentic way. It also serves as a planning stage as we prepare for the new idea or project to come.
INCUBATION
The incubation stage is like that afternoon nap you take where all your conscious and unconscious thoughts get mixed together as the creative mind plays with ideas. Incubation gives you time to reflect on the preparation stage and the information you’ve gathered. This is where the seed of the final solution takes root and the elements discovered in the research influence how things develop and grow.
ILLUMINATION
The third stage is what most people think is a classic sign of a creative person, which is called the illumination stage. This phase is really the identifying of an idea or “Aha” / “Eureka” moment. Although it is probably the smallest part of the five steps, it is the most critical. They often happen during some kind of low-level physical activity; taking a shower, driving, going for a walk or sometimes when the day is winding down just before bed. This is because our subconscious in the previous stage is bubbling away and this illumination stage allows the mind to work on something else as these ideas are born into the forefront of the mind.
EVALUATION
The fourth stage is the evaluation phase. This stage is a critical stage where we compare the objectives identified in the first stage, and decipher whether the proposed ideas and solutions found in the illumination stage have the best chance of satisfying all of the clients objectives. Is it clever? Is it in the right style? Does it match the character of the brand the client has identified? Will this speak to the target market? Does it stand on its own against the competition? Is it memorable? Is it unique? All questions that must be asked before selecting the ideas that merit further development in the 5th stage.
ELABORATION
Finally we have the fifth and final elaboration stage. Thomas Edison once said that it’s “1% inspiration and 99% perspiration.” Indeed. The elaboration stage is the 99% perspiration stage. This is where most of the actual design development is done. In this stage we start with a basic idea or raw sketch and sharpen the focus as we explore various treatments to find the best expression. This is where we take the idea, dress it with a bunch of different styles and colors to identify the best fit. We break it down and remove unnecessary parts, whittle it down to make sure it is clear, clean and unique and above all an impactful finished result that hits all the right notes to BE the best solution for the client.