As many of you know, I love to study creativity. Research studies that uncover scientific ways we can improve our creativity are like crack to me. Well, a few years ago I stumbled upon an interesting study that measured the influence of colors on our mental activities.
It was determined empirically that the color green, when presented to an unwitting subject just prior to a creative test, improved his or her creative abilities.
Green body-slams all other colors when it comes to creativity. So it occurred to me that we might be able to increase the odds of great ideas at Ideasicle by some percentage if we primed our creatives with green during the critical kick-off moment we all call the creative briefing.
In short, at Ideasicle we just changed our briefs ( the creative ones, not underwear).
Before and After.
Here's what our briefs looked like before and after this minor revelation:
If priming our Experts with just the right color as they are reviewing the brief will improve their creative abilities by even 1% I will take it. Because what is creativity if not an odds game?
At Ideasicle we increase the odds by recruiting amazing creative Experts, we increase the odds by having them work in teams of four, we increase the odds with our virtual environment.
So why not increase the odds with green briefs?
A research team led by University of Munich psychologist Stephanie Lichtenfeld designed a clever methodology to get at color and creativity. The subjects didn't even know they were being tested for color-priming.
It was an online creativity test and before the test began a color flashed on the screen. Some subjects saw white, some gray, some red, some blue and some green. The results were conclusive:
Steal this idea.
This is an idea you are free to steal. Make your own creative briefs green. Why not?
You might just get better ideas.