What is a creative solution, anyway? It’s a lot easier to say what it’s not.

  • It’s not the blank face or shrugged shoulder of confusion.
  • It’s not the latest computer technique, the latest specialty paper or the hottest illustrator.
  • It’s not stolen from someone else’s idea found in a design book.
  • It’s not the results of combining parts of three ideas presented to the client.
  • It’s not trend, technique style or gimmick.

A good idea communicates immediately. It commands a smile or a tear. A reaction to a good idea is often audible. A sign, a grunt, a laugh or a gasp. A good idea facilities consensus or debate. A great idea requires no thought but at the same time stimulates the thinking process. It makes the client’s job easier and the audience’s job a joy. You know a great idea when you see one. Your brain, gut and heart all react at once. A great idea can be articulated while not having to be explained. A great idea generates enthusiasm. It can be angry, violent, joyful or relaxing.

If communicating something in a boring, mundane fashion sheds new light on the information for the audience, that’s a creative solution.

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