5 blog posts to get you started in 2020

Photo by Evie S. on Unsplash

2 min read

Now that it’s January, many of us may be reflecting on the year that’s just gone, or looking towards new horizons. There are all sorts of things you might be thinking about in your creative practice. Do you take the leap and start a brand new endeavour? What can you improve with what you are doing now? And how do you start the year in the most organised efficient way?

So, this month we are revisiting the blog archives with some valuable tips, tricks, and reflections to help you along in the new year.

For getting yourself organised…

Andres McArthur

For getting started in January…

Lizzie Stafford

For changing careers this year…

Bec Mackey

For making things happen…

Dannielle Cresp

For understanding why desire and motivation pull us in different directions…

by Emily Willis

CWC Summer Reading

Photo by Krisztina Papp. Source: Pexels

Summer is upon us, and along with the festivities of the silly season, the summer days lend themselves wonderfully to some solitary reading time. Whether on the beach or in the bush, for improving the mind or just plain unashamed escapism, I love getting stuck into a book. It’s not something I get to do very often in my day-to-day. So when I get some time off during a holiday period, the lure of a good book and a well-worn couch is simply too hard to resist.

I remember that time in my 20’s where I read Alex Garland’s The Beach, on the beach in Thailand, reliving the story it in-situ like all the other tourists. Then there was that year I read all of Harry Potter and the Deathly Hallows in one uninterrupted sitting, bleary-eyed but determined to get closure from a decade-long literary journey.

This summer, I’m working my way through A.S Byatt’s The Children’s Book. Set in Victorian England through to WW1, a famous children’s author writes a story for each of her children. I’ve been promised a tale of family secrets, betrayal, lies, and treachery and so far it does not disappoint.

I’m always out for new titles to try from friends and family who have given their seal of approval before it gets into my hands. So when it came time to put together this post, I called out to some people (including the trusty CWC board) to send through their favourite reads.

So, in no definitive order and with no particular genre in mind, here are 12 recommendations and why you should read them, without giving away too much. And if they don’t make your summer reading schedule this time, you now have one book to read a month for the upcoming year.

Quiet: The Power of Introverts in a World That Can't Stop Talking - Susan Cain

Susan Cain delves into the power and value of the introvert in a world that seems to worship the extrovert. But this is not just a beneficial read for introverts to learn that their approach has merit. It’s also an important book for extroverts to pick up to better understanding of the introverts in their lives.

Unpolished Gem – Alice Pung

Alice Pung’s memoir takes the reader through her childhood and adolescence growing up in working-class Footscray. She describes three generations of women - herself, her mother and grandmother - navigating through their worlds from war-torn Cambodia to suburban Melbourne . It is witty, vivid, nuanced and shows a girl’s experience of moving between cultures and identities in contemporary Australia.

How to be Both – Ali Smith

How to be both has an interesting way of telling the story of two very different lives that exist in completely different times, but the book subtly shows how we are all intertwined as humans. Ali Smith paints people in their purest form with their purest thoughts, which makes it a book that can really ground the reader.

This is Marketing – Seth Godin

This is the quintessential marketing book of the decade. Seth Godin speaks about the value of making connections with customers that last over a lifetime. It’s about the long term success over the short term buzz that people will quickly forget about. A solid read if you want to refresh your marketing approach or don’t have much experience with marketing.

Uprooted - Naomi Novik

Uprooted is a delightful read. It’s a high fantasy tale with roots in Polish folklore. Naomi Novik crafts an intricate world and her prose carries strong characters such as the heroine Agnieszka. It was one of the most highly lauded and award winning fantasy novels of 2016. Best thing is that it’s a stand-alone book, which can be quite rare in the fantasy genre.

The Rosie Project - Graeme Simsion

As a professor of genetics, the protagonist Don lives an orderly predictable life in an academic setting. The Rosie Project explores the romantic and comedic errors of a man with undiagnosed Asperger’s Syndrome as he looks for a wife. It’s funny, empathetic and beautifully written.

Crazy Rich Asians – Kevin Kwan

The book is always better than the movie, they say. So if you’ve seen the film and liked the bling, extravagance and crazy rich relatives, check out Kevin Kwan’s original words. And if you like this book, you might as well stay for the sequels. It’s a witty trilogy full of drama and couture, and it’s a whole lot of escapist fun.  

Women of Letters: Signed, Sealed, Delivered - Michaela McGuire & Marieke Hardy

This is a part of the Women of Letters series of book that is curated by Michaela McGuire & Marieke Hardy. It champions the lost art of letter-writing and showcases the humour, sentiment and wisdom of these notable Australians. This is a great non-fiction option to dip in and out of when you have a bit of free time. 

Stardust – Neil Gaiman

Another book that’s been adapted to film, Stardust is Neil Gaiman’s much loved fairy tale about a young man who seeks to capture a fallen star. A wonderful book that is not too long, it is sweet, funny and a cheeky departure from reality.

Born to Run - Christopher McDougall

If you want an uplifting story that will make you want to hit the running trails after an overindulgent Christmas, then this is for you. Christopher McDougall’s tale begins with him looking for answers to his running injury woes, which leads him on an incredible quest to discover a hidden Mexican tribe who run 100’s of kilometres, often barefoot. McDougall makes a great case for the simple pleasures of running.

Where the Crawdads Sing – Delia Owens

Set in 1969 on the North Carolina coast, Where the crawdad’s sing is a story of a woman, Kya Clark, who defies her circumstances to create her own success. It’s a coming of age story intertwined with a bit of crime. A movie adaptation is currently in the pipeline, set to be produced by Reese Witherspoon and Lauren Levy Neustadter.

Book of Dust: The Secret Commonwealth – Phillip Pullman

This is the second book of the The Book of Dust trilogy by Phillip Pullman. It is part of the His Dark Materials universe, now a HBO show currently on Foxtel. The His Dark Materials universe has always walked the line of young adult/adult fiction with a rich tapestry of fantasy, character building and deep philosophical themes. This new book explores the world and perspective of the protagonist Lyra (Belacqua) Silvertongue as an adult in college who witnesses a murder. A great read for fans of the broader series.

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So there you go, hopefully some of these provide your summer with some solitary indulgence.

Happy holidays to you all, and see you on the other side!

To blog, or what to blog? 50 ideas for creative businesses

Over the past several years blogging has evolved from personal journal to marketing platform, given the rise of social media. While platforms such as Instagram, Twitter and Facebook may come and go in popularity, a blog is home to all your platforms. A directory for your portfolio, podcasts, products, services, and information while creating additional online visibility.

Given that blogging is slower and more expensive than social media, the key is quality over quantity. Below is a list of 50 blog topics to inspire you to create original, authentic content for your client base, while building community. Whatever your creative business or niche, you will find inspiration for your blogging content.

Ok, here we go!

Image: Christina Lowry

1. Restate your brand vision. Your why.

2. Q&A - They ask, you answer. Comb through your client emails for your most commonly asked questions, or use social media to put a call out for client questions, then answer them in this post. Invite readers to leave further questions in the comments.

3. Create a library of free training – a one stop post for any tutorials, how to’s, lists of tips etc

4. Include client testimonials and photos of clients using your products – the more creative the better

5. Share behind the scenes of look books or photoshoots – shout out to the team, the location, relay stories from the day

6. Create a mosaic of your nine favourite images from Instagram with a call to action to follow you on Instagram

7. Share your successes – awards, features, published work, do a recap on your/ your businesses achievements

8. Travel diary – going away for the weekend, heading overseas on a holiday or buying trip? Create a travel diary with tips from your experience

9. Summer reads – books that fit your niche that they may not have heard of and will thank you for

10. Curated gift ideas – Create a collection of products from your range that would be perfect for a special occasion, like Mother’s Day. Or, inspire with a selection of local makers products for a Christmas wish list

11. ‘Meet the Maker’ interviews – take five with a crafter you employ or represent, interview a staff member

12. Recipes – whether your brand is food related or not, recipes often add a sense of connection

13. Seasons – from seasonal products, to imagery of the seasons, nature is always a great starting point

14. Tips or advice – your favourite apps, the best way to do something, how to get a job in your industry, share your knowledge

15. Behind the scenes – everyone loves to take a peek behind the exterior and see the details of how things are made

16. Insider’s guide – share the secretes of your niche, your hometown, styling etc.

17. A studio/ workshop/ shop/ office tour – allow the audience to connect with and be inspired by your spaces and what they say about you or your brand

18. How To – use a product, make something, fix something. People love to learn.

19. The making of – a step by step visual of how something is made

20. Sneak peeks – create excitement about an upcoming collection

21. For the love of – share beautiful images relating to your audience. For the love of linen, gardens, lipstick, stationary

22. Highlights from the previous year, season or market – create a round up of images and info

23. Launch details – whether it is a book, product, event, share share share

24. Half yearly check-up – open up on how you working towards your goals, or encourage others to make plans for the next half of the year

25. Summer bucket list – things to do this Summer

26. Brand history – what has changed, what has stayed the same. When and where did you start out and where are you now?

27. Personal or funny stories – what you wanted to be when you grew up, how you thought Tasmania wasn’t a part of Australia, how you got a nick name

28. Create a regular feature – you can create a monthly challenge, feature a maker each week, a weekly editorial, a collection of inspiring images and quotes

29. Future plans – what are your big dreams? What direction do you see the business going in? If you knew you couldn’t fail, what would you do?

30. Write a list of your favourite accounts to follow on Instagram/ podcasts

31. Travel essentials – what do you pack when you go away overnight, overseas, with children?

32. A ‘day in the life' post – people are always fascinated by a day in the life of an entrepreneur or business owner.

33. Your routine – morning/night – do you wake at 5 am to do yoga and write your diary, or are you a night owl?

34. Share videos – video content is getting bigger and bigger. You can make a video out of most of the topics in this list.

35. Celebrate your businesses birthday – do a giveaway, celebrate your achievements, thank your customers

36. Your must-haves – what’s on your rider? Is it kombucha and lip balm? Coffee and a great bag? A certain pen, organiser or night cream?

37. Overcoming a creative funk – how do you find inspiration? What is your go to for self-care?

38. Explain one of your services – imagine a client came across your page for the first time and you were explaining what you do, or how a product works.

39. Your road to success – the path to overnight success is usually a long one.

40. Overcoming failure – think of a time when you used a failure to achieve a bigger goal, or to motivate you to do even better.

41. Things you won’t ever do – perhaps you won’t sell your originals, perhaps you will never buy caged eggs, we are as much what we do as what we don’t do.

42. Organisation hacks – do you batch production, are you a compulsive list keeper, are you terrible and being organised and have found ways to make it easier?

43. Create a roundup of your best content – save them from reading the whole blog and create a post that has the best of the best in one place.

44. Staying motivated – what keeps you motivated when business is slow, or you haven’t reached goal, or someone has copied you

45. Charity – do you support an organisation, do you fund raise, do you work with a company that pays living wages in third world countries?

46. How to style – a dress, a cushion, an office

47. Which _____ is the right one for you? This is great if you offer several similar products

48. Re-publish your email newsletter with a call to subscribe

49. Share something new – a product, team member, idea, business cards. People are attracted to new things.

50. Steps you have taking to have less environmental impact – recycled packaging, non-toxic dye, compostable mailers, timeless style.

Now, it’s time to get writing! Grab a cuppa and a notebook and brain storm some of the ideas on this list to create blog posts of value, with personality, that connect with your audience. Use you blog to inform, entertain and ultimately, give them the details that help them decide to work with you.

How to plan a photoshoot

As a small ( or not so small ) business owner / creative there will perhaps come a time to consider hiring a professional photographer for a photoshoot. Whether it’s for a headshot / portrait, product photography for your website or social media, a market stall application, event photography, pitch to a magazine… but where do you begin?

There are many things to consider - including choosing the actual photographer, but first up is usually the budget - what can you afford? Perhaps you have the $’s to fly to the Maldives with a team of stylists, models and make-up artists - but realistically, most of us don’t!

Costs

After you’ve established your rough budget, most photographers will work in hourly or half day / full day rates. Their rates are usually dependant on their skill and experience, plus post production and editing time on your chosen images.

Communication with your chosen photographer is key - from the outset, know what you want and whether it is achievable in the time frame that meets your budget. Shooting 50 products in 2 locations in 1 hour is unlikely!

Licensing of images

There are usually licensing or usage costs per image - this will vary from photographer to photographer and the client. For example, the terms of usage for a big brand’s large scale advertising campaign would generally cost more than a small business product shoot. There may be usage limitations on the images, and a smaller usage will often equate to a smaller fee. Some examples of usage are:

• Usage for social media content only.

• Photography for use in a packaging / element of a new product or that will be a product for resale.

• Photography of your business / product for your website and branding.

Some photographers may also set a time frame limitations in licensing. One example is that you might have usage of those images for 12 months, then they will be available for you to re-license for an additional time and fee. Or they will give you total rights to those images for 6-12 months and then after that the photographer may license the images to another company or magazine.

How to find a photographer

Unless you have a good friend or a family member that is a professional photographer, it can be difficult to know where to start. Word of mouth is usually the easiest way - ask around your network. There are also many creative networking groups online where you can post a job and then go through the photographers profile/ website. Another good way is to look on social media at other brands/ imagery that you like and see who they have used. Many will include a photographer’s credit on a shoot. 

Questions to ask/ things to think about prior to booking a shoot

Location: Where will the photo shoot take place? Is it in your own home/ office/ studio? Does the photographer work from their own studio? Will your shoot be on location, in a public space?

Some locations require permits for a photo shoot, with approval and payment prior to the shoot taking place. As an example, see Heide Museum which has requirements for using their site. With this in mind, is the location/ studio hire an additional cost to add into your budget ? Is the location out of town, and will it incur an additional photographer’s travel fee?

Props: Will you be sourcing the props / backdrops yourself or will you be employing a stylist ? A photographer will often have an existing supply of props or backdrops, however there may be a need for prop hire for flowers, food, additional products, plinths etc. Who will supply what ? Can you borrow items from friends ? Many retail shops will also hire furniture and props for a fee.

Create a brief: What exactly are you after ? Try to include any image examples/ sketches /mood board /colour /vibe etc. Pinterest is a great tool for this. Here’s an example of a food mood board I created recently.

Set a time frame: Do you require the images under a tight deadline? Most photographers will have a 1-2 week turnaround on post production of images, if not longer. If you need images ASAP, there may be an additional fee.

Know what you want, so that you can communicate your needs to your photographer, then they can provide a quote.

Here’s an example…

I was approached via email to shoot a product range of 5 new artwork prints, with the possibility of photographing the existing range if time permitted. I met in person with the business owner of Gussy - Simone (who agreed to me including this shoot here) to discuss further and to provide a quote. 

Considerations were her budget, the time required for the shoot - we agreed upon a half day / 4 hour shoot. The chosen location was her home interior, utilising 6 different rooms. Each artwork required individual styling, using props from her home, my collection or borrowed from friends. So additional costs were minimal. We set ourselves the target of photographing her entire range of 18 prints in 4 hours, prioritising the new edition prints. We discussed that the images were for her website and social media/ promotion.

We created a Pinterest board and Simone organised a shot list, including which artworks would hang where within her home and with what props to suit each artwork, so time was not wasted on the day. 

Here are some of the images from the shoot:

One thing to also consider with image usage is that we shoot in either and landscape or portrait mode, however posting to Instagram or your website design may be square - so images will need to be cropped. Remember to discuss this as an option in your usage/ editing or composition at the shoot. Also websites such as Shopify have their own file specifications / colour management. 

Find a Photographer you can work and communicate with, ask questions - it may seem daunting, but most of us are nice!!!

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Based in Melbourne, Australia, Natalie Jeffcott is a professional freelance photographer - specialising in editorial, interiors, small business lifestyle and product photography.

All images by Natalie Jeffcott.

http://www.nataliejeffcott.com/

The one page marketing plan every creative needs

Very few creatives go into their field with a solid business or marketing plan. Most creatives ‘fall into’ their profession from dabbling in a skill as a passion or a side project that eventually organically evolves.

If this is you, well done on making a career out of your passion! But if you’ve got the ability to generate a higher income by charging more, attracting more clients, automating some of your processes or monetising elements of your business, why wouldn’t you?

Don’t be put off thinking you need a complex 10-page document outlining every little detail and strategy. Nobody’s got time for that. I like to keep it simple, so instead let me introduce you to the 1-Page Marketing Plan.

The one page marketing plan

It’s exactly what it sounds like - a clear understanding of what you’re offering, to who, and how you’ll get it in front of them, summarised on one page. This means you can stick it on your wall or somewhere prominent and easily remind yourself with a glance what you should be focused on.

Who it’s for

In short, anyone selling a service or product. For those of you who work under your own name, make no mistake - you are a business. If you’re not already thinking this way, this is a fundamental shift in mindset you need to make first.

If you work for someone else, this is still relevant to you too. Your employer sees value in you that they’re willing to pay for, and having a plan around how to maximise this value can be hugely beneficial for your career.

Let’s dive in with an example of one for a completely made up business running art workshops for kids:

Above: An example one page marketing plan. Download a free template PDF

As you can see, it’s made up of 10 simple boxes for you to fill out:

Product/Service

This is about what you’re selling in the simplest form. Keep it short and sharp, with only a few words maximum.

Audience

Who’s actually paying for your product or service? This might be different to who your product or service is for. In the example above, the service is for kids, but the audience is actually their parents because they’re the ones paying.

Pain Points

If you can pinpoint the deeper reasons why your audience is seeking out your product or services, you’re onto a winner. This will help you write benefit-focused copy that speaks directly to the problem they have.

Value Proposition/s

What is it that makes you and/or your business truly different? What sets you or your product apart? You might have a significant amount of experience in your field, or your product is handcrafted locally. Whatever makes your product or service special, put it here.

Influencers

I’m not talking about Instagram influencers here, although they could factor in. Consider who might influence your buyer’s decision. In the example, teachers and the kids participating in the workshops would be strong influencers on whether their parents enrol them or not.

Key Message

Think of it this way: if you were chatting to someone while ordering a coffee, what’s the one thing you’d want them to walk away knowing about what you offer? Keep this short and sweet - our human brains simply can’t retain too much information so if it’s long-winded, people don’t remember anything at all.

Free Channels

Write down every free channel you can think of that you could reach your audience or their influencers through - both online and offline. Now go back and highlight the ‘quick wins’ that are likely to have the biggest impact.

Paid Channels

This is the same as the free channels box except, you guessed it, paid. This will often refer to advertising, but it could also be things like competitions (because giving away product costs you money) or paid partnerships and collaborations. Be specific here - instead of ‘Instagram’ you might write ‘a collaborative competition with brands X and Y on Instagram’. Come up with as many ideas as you can, then highlight the channels likely to have the biggest impact.

Cost

Time is money, so consider both the financial and time implications of focusing on the free and paid channels you’ve listed. Consider whether this is something you can truly commit to.

Goal/ROI/Success Metric

How are you going to measure whether all this time, effort and potentially money has paid off? By writing a SMART goal in here of course! This could be anything from a particular number of bookings, sales, a specific return on investment (ROI) or adding people to your email list.

Whatever makes sense for you, write a maximum of three here and make sure they’re specific and timebound. I recommend not looking more than three months into the future to keep you focused

I strongly recommend reviewing this at least once every few months to keep you focused on one thing at a time. For example, your goal initially might be to increase subscribers on your email list, and the rest of the page is also focused on this. Then the following month might focus on converting a percentage of these subscribers into customers or clients.
Most of all, this is designed to be completely flexible so I encourage you to download the empty template and find what works for you.

Courtney Goes is a Melbourne-based digital marketing and brand consultant with experience across a range of industries in Australia, the United States, and the United Kingdom. Since leaving the corporate world in 2016, she’s been on a mission to help women make smarter marketing decisions to elevate their businesses and personal brands through simple, effective strategies. Working mostly with creatives, freelancers, and female-owned startups and small businesses, she provides clarity, structure and accountability to get real, tangible results. She has also launched Marketing Emporium, a resource hub designed to provide simple and straightforward marketing advice. Contact her at courtneygoes.com.

Why desire and motivation pull us in different directions

3 min read

"Our lives are defined by opportunities. Even the ones we miss."

F.Scott Fitzgerald, 1922.

Every new year I promise myself that I will get in shape. My vision is toned and tight, tanned skin and an ability to lift my body weight effortlessly. I go to the gym, I do yoga, I eat well, drink heaps of water. For a few weeks I’m moving towards my goal and starting to feel and see results. My mood improves, I feel confident, capable and strong. And then… out of the blue, I start skipping classes as I meet my own destructive personality habits and inhibitors.

In her book, Write; 10 Days to Overcome Writer’s Block. Period.  Karen E. Peterson suggests that this blockage is due to the struggle between the left and right hemispheres of the brain leading to an ultimate toddler tantrum show-down. While “the ‘just-do-it’ left hand side of the brain is logical, language-based, and adult-like, the ‘just-say-no’ right side of the brain is dominant for emotion, negative memories and sensory output.”

In the moment of deciding whether or not to go to the gym, I can logically understand that going will make me feel good because it will help me move towards my vision and goals, but in that moment, my right brain wants to feel less pressure, take the easy route and have a good time. Wine and cheese in front of the telly? Oh yes, Emily, you know me so well. Right-brain wins. I lose.

The Divided Self 

“I am dragged along by a strange new force.

Desire and reason are pulling in different directions.

I see the right way and approve it, but follow the wrong.”

Ovid, 43 B.C. – 17 A.D

In The Happiness Hypothesis: Finding Modern Truth in Ancient Wisdom, Jonathan Haidt explains what he calls “the divided self” quoting Roman poet Ovid to define the difference between logical and emotional thinking. Haidt goes further than left and right brain dualism, believing that the brain is divided by four parts; Mind vs. Body, and Left vs. Right, Old vs. New, Controlled vs. Automatic, thus likening the self as a “committee whose members have been thrown together to do a job, but who often find themselves working at cross-purposes [contributing] to our experiences of temptation, weakness and inner conflict.”

This idea of a divided self is not new; Plato split the body into soul and mind; Freud divided the mind into three parts; the ego, superego, and id. The common theme among philosophers is that our multi-dimensional personalities work best when working together, instead of in conflict which each other. So how do we get our divided selves working together to achieve the things we want?

 Motivation and Drive

"We do things because they're interesting. 
We do things because we like them, because they're inherently gratifying."

Pink, 2010

Daniel Pink, in his book, Drive: the surprising truth about what motivates us, artfully surmises why we engage in some tasks, and not others. It’s interesting to note that motivation is often created after we start a new behaviour, not the other way around. Taking a single step towards achieving your goals and vision is a great start. By actively going to the gym, taking that initial action, I was on my way.

To maintain drive and momentum:

1.    Set yourself realistic and achievable goals, but be kind to yourself if you don’t nail them on the first attempt. Be a personal coach, not a dictatorial punisher. Positive self-talk is really important – be kind and patient with yourself.

2.    Scheduling is important. If I don’t have dedicated time that’s in my calendar, there’s a higher chance my inner toddler will want to sit on the floor and avoid it.

3.    Procrastination is an avoidance mechanism which helps us find alternatives to fill in time and entertain ourselves. Procrastination is fine, so long as it has a time stamp and doesn’t interfere with your non-negotiable scheduling.

4.    Give yourself mini-deadlines to review your achievements and acknowledge your loses.

5.    It can take a while to develop a new habit, so don’t give up after a few weeks. The literature suggests it can take 10 – 16 weeks, so keep up the momentum.

6.    Be aware that motivation may come and go. Ride the wave and stay connected with your desire. This will fuel your motivation when you’re feeling challenged.

7.    Life doesn’t have to full of tasks, give yourself pockets of time to play or do nothing. You’ll feel less guilty taking time out if you’ve actively made the decision to keep periods of time free and open to fill at your will.

References and further reading:

De Botton, A (2001). The Consolations of Philosophy. Penguin Books: London, UK.

Fitzgerald, F.S (1922).  The Curious Case of Benjamin Button. Colliers Magazine: USA.

Haidt, J (2006). The Happiness Hypothesis: Finding Modern Truth in Ancient Wisdom. Basic Books: New York, USA.

Ovid, 43 B.C. – 17 A.D. (1989) Metamorphoses. Spring Publications: Dallas, Texas.

Peterson, K. E (2006). Write; 10 Days to Overcome Writer’s Block. Period. Adams Media: Avon, USA.

Pink, D. (2010) Drive: the surprising truth about what motivates us. RSA Animation [Online] Accessed 09/06/2014 from, http://www.youtube.com/watch?gl=SG&hl=en-GB&v=u6XAPnuFjJc

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Emily Wills is the creative director of surface pattern design studio, SURFACE 1°22. In her various manifestations, she has worked as a fashion designer, illustrator, curator, arts educator and printed textile designer. Emily founded the SURFACE 1°22 Design School in Melbourne, offering hands-on workshops and short courses in surface and textile design. Find out more on the SURFACE 1°22 Design School Facebook or Instagram.

Creativity is just simple math. Here are the formulas to prove it.

Mathematics can indeed be defined as the general science of pattern and structure. Because art also involves patterns and structures, art and math relate to each other in many natural ways.” (Farsi and Craft, 2005)

Creativity can be defined as an ability to create new ideas by combining one or more existing ideas. Like adding, building and connecting - sounds a lot like simple arithmetic to me. The more I looked at this, I discovered that Creativity has some fundamental similarities with Mathematics. Both areas require creative thinking and problem-solving processes such as addition, subtraction and multiplication. Reckon you’re not that good at math? Turns out, you are more than likely engaging in maths in your creative practice…

Addition and subtraction

It may be reductive thinking, but I propose that there is a unifying connection between Addition and Subtraction as they can be considered the same process working in opposite directions. Addition works to group objects, ideas and thoughts together. The old Fashematics website (see end of post for link) was a hilarious example of reverse addition; the contributor looked at images of fashion couture and worked backwards to suggest their original inspiration from unrelated, and often innocuous objects.  

Similarly, a mash-up demonstrates how music producers cut two parts of two separate songs apart, then stitch them back together to create something new. Simple subtraction and addition. The concept of mash-up moves from music to art through collage where cut and paste uses subtraction to isolate and fragment one image into singular parts, and then reassemble these pieces into new compositions by pasting seemingly unrelated objects back together again.

Multiplication and repetition

Multiplication can be defined as the repeated process of addition. While for me, multiplication dredges up memories of learning my times tables, repetition is used by artists and designers to create a sense of movement or point of interest. Repetition, and the act of repeating, creates new rhythmic patterns and places emphasis on a word, image or sound. Repetition of a beat, lyrics or the arrangement of notes can create a catchy hook.

Art and creativity are simple math  

Creative Thinking requires an ability to see and recognize patterns, the fundamental ability of mathematicians who “start with some basic rules, then make any moves that fit those rules—which includes inventing additional rules and finding new connections between old rules.” (AAAS, 1990). It is not surprising therefore to find that each artist, author or mathematician is building and multiplying knowledge based on existing concepts and theories. These high functioning cognitive skills show a balance between right and left brain thinking; the ability to come up with complex solutions for multiple outcomes.

Clever, aren’t we…?

References/further reading on creativity and mathematics:

• http://fashematics.com/

• American  Association  for the Advancement  of Science. (1990). The  Nature  of Mathematics. https://www.aaas.org/programs/project-2061

• Farsi, C. and Craft, D. (2005). Mathematics and the Arts. University of Colorado, Boulder & Lakewood. http://staff.washington.edu/rockne/math-art.pdf

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• Haren,  F. (2004).  The  Idea Book.  Interesting  Books: Stockholm,  Sweden.

• Turner, M. and Fauconnier, G (2002) The Way We Think. Conceptual Blending and the Mind's Hidden Complexities. Basic Books: New York

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Emily Wills is the creative director of surface pattern design studio, SURFACE 1°22. In her various manifestations, she has worked as a fashion designer, illustrator, curator, arts educator and printed textile designer. Emily founded the SURFACE 1°22 Design School in Melbourne, offering hands-on workshops and short courses in surface and textile design. Find out more on the SURFACE 1°22 Design School Facebook or Instagram.