Creative Thinking in Imagery Interview
01 October 2017
This interview observed, interpreted and analyzed the creative processes and thinking process of creators through imagery in the standpoints of cognitive psychology, brain science, and philosophy. Seven graphic designers, artists and sculptors, including industrial designer Lee Seuk-woo were interviewed on their career spanning more than a decade to talk about their creative working processes through thinking in imagery and their secrets in the actual creative process.
Kim: People tend to understand what they see and have a fixed idea called prejudice or stereotype. And it always seems difficult to break the prejudice. How do you think about that? (website: Kim: Maybe it's just that people see something or get stuck when they understand it. It is a preconception and a stereotype. It always seems difficult to break this.)
Lee: If we make a first attempt, we may undergo trial and error. But in fact, we can develop our potential through the process. For example, if a product designer designs a space, the outcome would come out differently due to lack of a sense of scale. But, since humans always seek comfort, it is natural that we want to use a familiar method with less effort. Otherwise, we have to break the stereotype for handling unfamiliar areas. (Website: If this is your first attempt, you will have to trial and error. But trial and error itself is actually opening up more possibilities. For example, when a product designer designs a space, there is no sense of scale, so other work comes out. Adherence is a natural phenomenon that wants to go the way of less effort because it wants more comfort for the human being. Otherwise you will have to be willing to go on a road that is not guaranteed)
Kim: I am asking the same question, but people can be easily stereotyped. Maybe not everyone can think outside the box. How can you do this? With a special ability or efforts? (Website: Kim: It 's a repeated question, but looking at it all seems easy to fix. Maybe not everyone can escape that stereotype. Is this something special? Or is it an effort?)
Lee: I don't think I have a special ability. I work with endurance. Then, where does creativity come from? The answer is that I keep thinking about possibilities and finding something fun. It's like trying to pass through a blocked road. Sometimes ideas just pop up, but basically creativity requires persistence. That’s why our company has a long process. We need an enormous amount of research and sketches. To find a solution, we sketch twice, even five times more than other studios. Persistence comes first to find a new solution. (website: I do not think it's a special ability. I work more endurance than I see. If creativity is said to be where it comes from, I will stick to the possibilities and ask if there are any more. It is an effort like a loach is trying to get on the road that is clogged. Sometimes ideas pop up, but basically it is persistence. So our studio has a long process. There is a huge amount of research and sketches. If we make 100 copies for a company, we draw 200 and 1000 copies. I will not let it go. The persistence of finding new solutions is paramount.)
Kim: So I think creativity is the ambiguity of an image. In fact, we remember an image very unclearly. We think we remember an image exactly, but it is not true. However, that ambiguity results in creativity. The ambiguity of a category shows a common element. Can a person who crosses categories be creative? (website: I think that creativity is the ambiguity of images. In fact, the image we have is very vague. It seems to remember exactly, but it does not. But because of that ambiguity, creativity is manifested. The ambiguity of categories makes them show common elements. I think people who cross the category will be creative.)
Lee: I think the image in our memory is not specific and we just recall a situation. When we do not think concretely for a while, the situation remains in our memory as images. For example, when I heard of a disaster kit, I came up with the empty space in the clock. And if another task occurs, we can use our memory. That's why we can do something creative. And after that, we persistently apply our ideas to different conditions. (website: I do not think that the image in memory is concrete, and think about the situation? I turn off concrete thoughts for a moment, and I remain with images as memories. When I talk about , I remember thinking about what I could put in the empty space of the clock. If another problem pops up, you can assign it. That's why you can do things that other people can not see. After that, it keeps working on different conditions.)
