Creativity comes from understanding

In his letter Spontaneity, not strategy, is the key to creativity (DW 11 June), Thomas Andersson states that “opportunitiesä are found in spontaneous outbursts of sudden insights” and opines that creativity must be independent of commercial considerations

In his letter Spontaneity, not strategy, is the key to creativity (DW 11 June), Thomas Andersson states that “opportunitiesä are found in spontaneous outbursts of sudden insights” and opines that creativity must be independent of commercial considerations.

I must disagree. Creativity comes from a thorough understanding of commercial pressures.

Without a deep understanding of all factors, all you can be is an artist, not a designer. The word design, after all, implies forethought.

Felix Velarde

Director

Head New Media

felix@head-newmedia.com

Latest articles

Design Week Awards 2020 judges revealed…

Wolff Olins creative director Emma Barratt, creative director Kate Dawkins, Yarza Twins, Barclays Experience design director Noel Lyons join more experts from across the design industry.