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 * 07-12-16


FIVE SURPRISING, SCIENCE-BACKED WAYS TO BOOST YOUR CREATIVITY


RESEARCHERS HAVE FOUND THAT JUST STARING AT THE APPLE LOGO MAY SPUR CREATIVE
THOUGHT. HERE’S WHY.

[Photo: Flickr user zeevveez; App Photo: amdandy, Getty Images]
 * 
 * 
 * 
 * 

More Like This
It’s not just money. This is what’s still driving the Great Resignation
How to love your job according to science
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By Amantha Imber 4 minute Read

You might not think of yourself as especially creative. And maybe–right now–you
aren’t. But a growing body of scientific research suggests that anyone has the
ability to become at least a little more creative than they already are,
sometimes in surprising ways. Here are a few of the stranger approaches to
boosting your creativity.




1. STARE AT THE APPLE LOGO

Who would’ve thought that you could jumpstart creative thinking just by looking
at a picture? Duke University professor Gavan Fitzsimons and a few of his
colleagues recently wondered if it could. They were interested in the different
effects that exposure to association-laden images might have on people’s ability
to think creatively. Specifically, they sought to test whether the logos of
Apple or IBM–the former famous for originality and sleek design, the latter
better known by contrast (fairly or not) for providing plain beige-box
computers.

In one study, participants were asked to look at either the Apple or the IBM
logo. They were then asked to generate as many uses as they could think of for a
brick. The researchers found that individuals who were exposed to the Apple logo
performed significantly better on the idea generation task than did the IBM
group.

Now, this is just one correlation from one study, but the researchers attributed
the noticeable difference to the difference in popular associations people tend
to have between the two tech companies. On balance–and rightly or wrongly–many
people think of Apple as a wellspring of innovation, a company that’s different
from the norm. Merely seeing the Apple logo can trigger these associations,
which may lead in turn to a significant increase in creative thought.

advertisement



2. PICTURE YOURSELF ON A HOT DATE

When it comes time to mate, male bowerbirds spend much of their time making
colorful and elaborate nests. In selecting a mate, a female bowerbird is
attracted to the males that have built the most creatively decorated ones.

Just 30 minutes of aerobic exercise increases our ability to solve problems
creatively . . . [an] effect [that] lasts for up to two hours.

A group of researchers at the University of Arizona hypothesized a similar link
between mating and creativity among humans. In a series of experiments,
participants were required to complete several creativity-based tasks. One group
launched straight into the tasks while another was asked to imagine themselves
on a hot date with a top-quality mate.

Those assigned to the “hot date” group performed significantly better on the
creative tasks. Interestingly, the tendency to be more creative after
envisioning oneself on a date with someone physically attractive was especially
pronounced in male participants. The effect was seen in the women in this group,
too, just as long as they imagined a date they also found to be trustworthy and
reliable.



The researchers suggested that humans evolved in a way that required them to
demonstrate their creativity to attract members of the opposite sex. Throughout
history, creativity has been regarded as a sign of a person’s adaptability and
problem-solving skills, which in turn suggest an ability to confront–and
survive–some of life’s most complex challenges.

3. MOVE UP YOUR GYM TIME

If you happen to be a morning exerciser, or someone who sweats it out during
your lunch break, you may be on to something. David Blanchette and his
colleagues at Rhode Island College found that completing just 30 minutes of
aerobic exercise increases our ability to solve problems creatively–and that
this effect lasts for up to two hours after we’ve finished exercising.

So if you tend to work out after work, you’re probably losing out on that
creative boost. If your workday can benefit from more creative thinking, you
might be wise to reschedule your exercise regimen for the morning or squeeze it
in midday.



4. WARM UP–WITHOUT INSTRUCTIONS

Just as you wouldn’t go for a run or lift weights without warming up, research
suggests that you shouldn’t try creative problem-solving without first getting
into the right frame of mind. So how do you do that?


RELATED:

 * 10 Daily Routines For Honing Your Creativity
 * The Science Of Why Scarcity Makes Us More Creative
 * Four Surprising Factors That Influence Creativity
 * 6 How Nostalgia Fuels Creativity

Research published in the Journal of Marketing Research compared people’s
creative problem-solving abilities after playing with LEGOs in different ways.
One group had to “kit-build” (that is, build a specific creation) and the other
group was able to “free-build.” Those who had to follow instructions and solve a
well-defined problem performed significantly worse on a subsequent creative task
than those who free-built.

Don’t just make time to warm up before digging into a tough problem–be conscious
of how you warm up: Make sure the tasks that precede time spent on creative
projects are unstructured (or at least less structured) and free-flowing.
Whatever you do, don’t go right from Excel spreadsheets straight to
brainstorming.



5. GRAB A SANDWICH

Ultimately, the success of our creative thinking rests on whether it results in
good decisions. And the best time to make these decisions, researchers have
found, is when our stomach isn’t running on empty. Our stomachs produce the
hormone ghrelin when we’re hungry, and that can lead to more impulsive
decision-making.

So before making your next big decision about which ideas to move forward with
and which to leave behind, grab a bite to eat first. You’ll be able to think
less impulsively–and, ideally, more creatively–about what to do next.

Amantha Imber is the founder of Inventium, an innovation consultancy that only
uses tools that have been scientifically proven to work. Her latest book, The
Innovation Formula, tackles the topic of how organizations can create a culture
where innovation thrives.



RELATED VIDEO: WATCH T-PAIN’S SURPRISING ADVICE FOR GETTING OVER A CREATIVE
BLOCK






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FREEDOM FRIES 2.0: PEOPLE ARE SHUNNING VODKA, BALLET PERFORMANCES, AND
EVERYTHING RUSSIAN

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HOW TO GET REAL UKRAINE NEWS TO RUSSIANS: THIS GROUP IS STARTING WITH
PROGRAMMATIC AD TECH


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Co.Design


IN IRELAND, OLD WIND-TURBINE BLADES ARE BEING USED TO BUILD BRIDGES

Co.Design


THE CLEVER WAY ONE FASHION CREATOR IS USING TIKTOK TO CHALLENGE NORMS ABOUT
DISABILITY

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RULES

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TO CHANGE THAT

Work Life


THIS IS HOW BIG COMPANIES CAN BUST OUT OF BUREAUCRATIC THINKING

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 * FASTCO WORKS
   
   An award-winning team of journalists, designers, and videographers who tell
   brand stories through Fast Company's distinctive lens

FC Executive Board
collections


 * FAST GOVERNMENT
   
   The future of innovation and technology in government for the greater good


 * MOST INNOVATIVE COMPANIES
   
   Our annual guide to the businesses that matter the most


 * MOST CREATIVE PEOPLE
   
   Leaders who are shaping the future of business in creative ways


 * WORLD CHANGING IDEAS
   
   New workplaces, new food sources, new medicine--even an entirely new economic
   system


 * INNOVATION BY DESIGN
   
   Celebrating the best ideas in business

Newsletter
Events


 * INNOVATION FESTIVAL

Courses and LearningAdvertiseCurrent Issue
Current Issue
SUBSCRIBE
Follow us:

advertisement

advertisement

 * 07-12-16


FIVE SURPRISING, SCIENCE-BACKED WAYS TO BOOST YOUR CREATIVITY


RESEARCHERS HAVE FOUND THAT JUST STARING AT THE APPLE LOGO MAY SPUR CREATIVE
THOUGHT. HERE’S WHY.

[Photo: Flickr user zeevveez; App Photo: amdandy, Getty Images]
 * 
 * 
 * 
 * 

By Amantha Imber 4 minute Read

You might not think of yourself as especially creative. And maybe–right now–you
aren’t. But a growing body of scientific research suggests that anyone has the
ability to become at least a little more creative than they already are,
sometimes in surprising ways. Here are a few of the stranger approaches to
boosting your creativity.

advertisement

advertisement



1. STARE AT THE APPLE LOGO

Who would’ve thought that you could jumpstart creative thinking just by looking
at a picture? Duke University professor Gavan Fitzsimons and a few of his
colleagues recently wondered if it could. They were interested in the different
effects that exposure to association-laden images might have on people’s ability
to think creatively. Specifically, they sought to test whether the logos of
Apple or IBM–the former famous for originality and sleek design, the latter
better known by contrast (fairly or not) for providing plain beige-box
computers.

In one study, participants were asked to look at either the Apple or the IBM
logo. They were then asked to generate as many uses as they could think of for a
brick. The researchers found that individuals who were exposed to the Apple logo
performed significantly better on the idea generation task than did the IBM
group.

Now, this is just one correlation from one study, but the researchers attributed
the noticeable difference to the difference in popular associations people tend
to have between the two tech companies. On balance–and rightly or wrongly–many
people think of Apple as a wellspring of innovation, a company that’s different
from the norm. Merely seeing the Apple logo can trigger these associations,
which may lead in turn to a significant increase in creative thought.

advertisement

advertisement


2. PICTURE YOURSELF ON A HOT DATE

When it comes time to mate, male bowerbirds spend much of their time making
colorful and elaborate nests. In selecting a mate, a female bowerbird is
attracted to the males that have built the most creatively decorated ones.

Just 30 minutes of aerobic exercise increases our ability to solve problems
creatively . . . [an] effect [that] lasts for up to two hours.

A group of researchers at the University of Arizona hypothesized a similar link
between mating and creativity among humans. In a series of experiments,
participants were required to complete several creativity-based tasks. One group
launched straight into the tasks while another was asked to imagine themselves
on a hot date with a top-quality mate.

Those assigned to the “hot date” group performed significantly better on the
creative tasks. Interestingly, the tendency to be more creative after
envisioning oneself on a date with someone physically attractive was especially
pronounced in male participants. The effect was seen in the women in this group,
too, just as long as they imagined a date they also found to be trustworthy and
reliable.

advertisement


The researchers suggested that humans evolved in a way that required them to
demonstrate their creativity to attract members of the opposite sex. Throughout
history, creativity has been regarded as a sign of a person’s adaptability and
problem-solving skills, which in turn suggest an ability to confront–and
survive–some of life’s most complex challenges.

3. MOVE UP YOUR GYM TIME

If you happen to be a morning exerciser, or someone who sweats it out during
your lunch break, you may be on to something. David Blanchette and his
colleagues at Rhode Island College found that completing just 30 minutes of
aerobic exercise increases our ability to solve problems creatively–and that
this effect lasts for up to two hours after we’ve finished exercising.

So if you tend to work out after work, you’re probably losing out on that
creative boost. If your workday can benefit from more creative thinking, you
might be wise to reschedule your exercise regimen for the morning or squeeze it
in midday.

advertisement


4. WARM UP–WITHOUT INSTRUCTIONS

Just as you wouldn’t go for a run or lift weights without warming up, research
suggests that you shouldn’t try creative problem-solving without first getting
into the right frame of mind. So how do you do that?


RELATED:

 * 10 Daily Routines For Honing Your Creativity
 * The Science Of Why Scarcity Makes Us More Creative
 * Four Surprising Factors That Influence Creativity
 * 6 How Nostalgia Fuels Creativity

Research published in the Journal of Marketing Research compared people’s
creative problem-solving abilities after playing with LEGOs in different ways.
One group had to “kit-build” (that is, build a specific creation) and the other
group was able to “free-build.” Those who had to follow instructions and solve a
well-defined problem performed significantly worse on a subsequent creative task
than those who free-built.

Don’t just make time to warm up before digging into a tough problem–be conscious
of how you warm up: Make sure the tasks that precede time spent on creative
projects are unstructured (or at least less structured) and free-flowing.
Whatever you do, don’t go right from Excel spreadsheets straight to
brainstorming.

advertisement


5. GRAB A SANDWICH

Ultimately, the success of our creative thinking rests on whether it results in
good decisions. And the best time to make these decisions, researchers have
found, is when our stomach isn’t running on empty. Our stomachs produce the
hormone ghrelin when we’re hungry, and that can lead to more impulsive
decision-making.

So before making your next big decision about which ideas to move forward with
and which to leave behind, grab a bite to eat first. You’ll be able to think
less impulsively–and, ideally, more creatively–about what to do next.

Amantha Imber is the founder of Inventium, an innovation consultancy that only
uses tools that have been scientifically proven to work. Her latest book, The
Innovation Formula, tackles the topic of how organizations can create a culture
where innovation thrives.

advertisement


RELATED VIDEO: WATCH T-PAIN’S SURPRISING ADVICE FOR GETTING OVER A CREATIVE
BLOCK



advertisement

advertisement

advertisement

advertisement






VIDEO

Inside the music and social media trends that shaped the Most Innovative
Companies list
Fast Company senior editor Amy Farley sits down with multimedia editor KC
Ifeanyi for his take on how the music and social media lists came together for
this year's Most Innovative Companies list.
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IMPACT

Impact


THIS STARTUP USES AN ANCIENT MICROBE TO TURN CO2 INTO INGREDIENTS FOR FOOD

Impact


A LARGE NUMBER OF BIG CORPORATIONS JUST FLUNKED AN ASSESSMENT OF THEIR NET-ZERO
PROGRESS

Impact


MEET THE 21-YEAR-OLD COLLEGE STUDENT REPORTING ON THE WAR IN UKRAINE


NEWS

News


IKEA FOUNDATION DELIVERS MILLIONS IN ‘IMMEDIATE’ AID AS REFUGEES POUR OUT OF
UKRAINE

News


FREEDOM FRIES 2.0: PEOPLE ARE SHUNNING VODKA, BALLET PERFORMANCES, AND
EVERYTHING RUSSIAN

News


HOW TO GET REAL UKRAINE NEWS TO RUSSIANS: THIS GROUP IS STARTING WITH
PROGRAMMATIC AD TECH


CO.DESIGN

Co.Design


IN IRELAND, OLD WIND-TURBINE BLADES ARE BEING USED TO BUILD BRIDGES

Co.Design


THE CLEVER WAY ONE FASHION CREATOR IS USING TIKTOK TO CHALLENGE NORMS ABOUT
DISABILITY

Co.Design


HOW SCIENTISTS GREW SPINACH IN THE DESERT BY HARVESTING WATER OUT OF THIN AIR


WORK LIFE

Work Life


THE OLD WAY OF INTERVIEWING FOR JOBS IS DEAD. HERE’S HOW TO PLAY BY THE NEW
RULES

Work Life


THE NUMBER OF WOMEN IN CHARGE OF U.S. COMPANIES IS STILL VERY SMALL. HERE’S HOW
TO CHANGE THAT

Work Life


THIS IS HOW BIG COMPANIES CAN BUST OUT OF BUREAUCRATIC THINKING

 * Advertise
 * Privacy Policy
 * Terms
 * Notice of Collection
 * Do Not Sell My Data
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 * About Us
 * Site Map
 * Fast Company & Inc © 2022 Mansueto Ventures, LLC
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