Innovative Creativity

As a creative professional, the words creative and innovative are often used synonymously when being briefed for a new project. I believe that both creativity and innovation are imperative parts of the design process. I also believe that creativity is a part of innovation. A concept cars is a great example of this. A designers sketch or rendering can almost seem surreal and sometimes impossible, but through innovation and creative problem solving what was once just an off the wall idea can be brought to the market and used by the masses.

Within the realm of Digital Design, innovation, in my opinion, is probably one of the most important aspects of the process. People always want to experience new technologies and see amazing visual tricks and slick animations within our products. It's the best innovators that grab and hold our attention for the longest periods of time. When information or anything is done in a creative manner, there is a better chance that we'll retain the information that has been presented to us.