Creativity explained:


The creative economy is a powerful and positive global force. Together, artists, industrial designers, and creative businesses produce and distribute cultural goods and services that impact the economy by generating jobs and revenue, while providing shoppers with heuristics that make the process of shopping a bit easier and a lot more enjoyable.

Not quite a believer in the power of the creative economy? Just take a look at the impact design has on Apple in both its product offerings and retail environments.

So what’s the secret formula for creating design that is both a delight and provides results? According to Alfredo Muccino, Chief Creative Officer at Liquid Agency, it involves a bit of logic, a touch of magic, a heavy dose of culture, and one part innovation. By understanding how these elements interplay with one another to create compelling design it becomes easier to create a design that influences shoppers and delivers results to the bottom-line.

“It’s no secret that innovation is the key element to a great design,” stated Muccino during POPAI’s 2011 DesignTrends. ” What we fail to take into account is how we are driven to achieve great design by seeking a logical solution to the task at hand. Often it’s a magical moment of inspiration and to a larger extent the influence that comes from the cultural events surrounding us.”

By using his formula as a lens for understanding the trends that are impacting today’s design aesthetics, Muccino offers up the following six trends that are taking the creative community by storm.

Technoaddiction The compulsive need to use the latest technology in order to connect with people who consume information in constantly more digital ways. Not quite convinced that today’s shoppers and designers aren’t a bit tech obsessed? Just look at the proliferation of mobile marketing, social marketing, and augmented reality to get an idea of how plugged in today’s shoppers and marketers really are.

Authenticraving In an almost allergic reaction to the creation of design using digital tools and techniques, today’s leading designers are returning back to tangible effects as opposed to virtual artifacts. In the age of Photoshop and virtual simulation it has become too easy and underwhelming to create anything the mind can imagine. However, today’s advent garde designers are creating truly spectacular design by returning back to creating things by hand.

E-Motionitis Today’s shopper has a tendency to be less engaged with static imagery compared to video and motion graphics. The generation that was raised on TV sat passively in front of the tube, but now they want to be the next Spielberg (hat tip: YouTube).

Individual Expressionism The era of mass production is giving away to the future of one-of-a-kind. Everyone wants to be a designer and have custom-made objects that fit their individual taste (or lack of). Not quite a believer? Maybe you can create a shirt on Etsy to express your discerning point-of-view.

Whimsical Eclecticism The juxtaposition of styles and ideas, arranged in a calculated state of chaos that is poetic, surreal, humorous and unexpected. Today’s designers are reinventing the past and making it completely modern in unexpected ways.

EcoCentricity A compulsion towards anything that makes one look like they care about natural resources. This condition used to be associated with kraft paper, and now is exemplified by the overuse of the color green. After all, nobody wants to be seen as not being green friendly.

Want to see stunning examples of these trends in action? If so, visit POPAI’s Online Library to download Muccino’s complete presentation.


About JARED KIDDER- Packaging Specialist

I am a dedicated packaging professional who strives to find sustainable packaging solutions for my clients. I enjoy many activites including reading, writing, art, sports, travel, and experiencing new things. Spending time with my yellow lab, Jack, and with my wife, Anne, are my very favorite activities.

Posted on July 26, 2011, in Design & Creative. Bookmark the permalink. Leave a comment.

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