Step 1: Research

The first step in the creative process is research. Research can begin as soon as the idea for a project begins to form.

If your project is for a client, you will want to start with a meeting. Define the parameters as best as you can without defining the final form that the solution will take. Questions to ask are:

• Who is your audience?
• What do you want to communicate?
• What is the best medium?
• How have similar projects been approached before?
• What are the cost constraints?
• What are the time constraints?
• What are the factors that make this project unique?

Knowing how similar projects have been approached in the past can help you avoid cliches. Recognizing truly original and effective solutions can be inspiring and show you where the bar has been set.

The next step is to get to know your subject matter. The more your brain has sloshing around inside it, the more connections it can make. The deeper your familiarity with your subject, the less likely you are to come up with obvious cliches. Avoid over research which could lead to stifling. Sometimes only a novice unfamiliar with the conventional wisdom of a subject can come up with a new approach. Often your knowledge of different subjects will give you the edge and unexpected connections that the experts don't see.

If your goal is to communicate, study your audience. Find out what resonates with their lifestyle, values, and desires.

If your project is a personal expression, research can still be valuable. Delving into your subject matter will give you a deep understanding from which to draw upon.

Although spontaneity and intuition can drive the process, a secure foundation will give substance to your creative leaps.