Creativity and my or our emotions

For me, the needs of users or consumers are always where the job of a design thinker begins and understands them is the beginning of a rewarding path.

No design, no matter how beautiful or resourceful is, serves to something if it doesn’t fill a need.

According to Richard Seymour, “design is to make things better for people”, an activity that is focused on human behavior and the quality of life that we often associate with beauty and emotions.

Seymour told a story about an experience with one of the repair of a clock that gave rise to a very interesting question that we should ask ourselves:

“Do we think beauty? Or do we feel it? “

“Design could be viewed as an activity that translates an idea into a

blueprint for something useful, whether it’s a car, a building, a

graphic, a service or a process…

Scientists can invent technologies, manufacturers can make products, engineers can make them function and marketers can sell them, but only designers can combine insight into all these things and turn a concept into something that’s desirable, viable, commercially successful and adds value to people’s lives. – Design Council

If the designers or people who think like designers are able to accomplish this combination, they do it by incorporating not only knowledge about things but above all incorporating and transferring to the result the emotions and meanings that the various elements of a team share.

By doing this we are creating opportunities to feel things, to react to the beauty or the lack of it, to show our emotions.

When we see people in their day to day, we notice that these people display a huge variety of emotional expressions. For example, when we see the expressions in a natural environment, we easily recognize the meaning of these emotions or their representation.


These expressions are observable behaviors, verbal and non-verbal, which transmit emotions and which are internal and internal emotions or affective states that we live at certain times. They are extremely useful for us to know if what we created provoked emotions.

For example, the expression “is awesome” or “fabulous” can be heard when the result of the work is presented and surprise listeners.

But will the thrill experienced at these moments was the emotion designed? Does I represent the existence of meaning in our value proposition?

The ability to create something that has meaning and utility, because the utility is a privileged destination of creation is a purpose which must always accompany the design thinker.

To think of something so intense with the intention of creating a new meaning is to start a path of needs that only empathy can allow.

To read the emotions, ability made possible by empathy, is to know to where they want to go those who are the recipients of our work. Empathy is to stand in the place of the other and this promotes the improvement of any environment, making what we do into something better or something innovative.

And innovation means completely rethinking the way to achieve a goal and, in some cases, this may mean redefining the goal that chased, passing many times from our emotions to the emotions of others.

To innovate means adapting the environment to new demands and needs of the newer to the older.

As also means coming up with a new idea capable of creating a better world and enable to create best children in a changing world.

Innovation means creating positive learning environments, applying the future to a new context.

As we are moving forward in our journey of life, we are thinking of leaving something, as a testimony of our presence, which can serve to tell later.

All this because the technological innovation allows now leave a legacy like never before was possible, that is, the narrative of our experiences and emotions.

At that time we are telling a story of emotions and meaning!

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