Our Associate Creative Director Johanna Drewe recently discussed the importance of experimentation with Digital Arts. She highlighted the value of a culture that celebrates explorative design to create outstanding work. But do her own creative team agree? And what do they think are the benefits of encouraging and embracing experimentation in their design work?
In one sense, design is about nudging behaviours. But for that to happen, and for work to be effective, the way we design might need to change.
Experimenting with how we work, and not just what we create, plays a key role in creating work with lasting impact. That could mean working in a different way to uncover new ground and unlock potential answers. For Creative Strategist Bahar Shahidi, how she finds answers can be as interesting as the answers themselves.
“We need to be experimental with how we do things. To push things further, the way we get to answers might need to be different from the way we approached a similar problem the week before. That could mean running a workshop in a new way or thinking deeper about the way you brief in a piece of design,” she claims.
It’s clear that our work would be less effective, and our lives would be more dull, if we weren’t encouraged to experiment creatively. While it can be difficult to find the time, it’s important to make exploration part of your working process. By looking for opportunities to push beyond boundaries, storing experimental ideas and allowing our own processes to flex, we can uncover the most rewarding and exciting creative outputs.