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100 MORE Things Every Designer Needs to Know About People by Susan Weinschenk

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How Creativity Influences Design

Most of this book is about the people you’re designing for. But this chapter is especially for you, the designer. It explains the latest research on creativity and the brain, so you can apply that research to your work and use it to improve your creativity and product design.

47 Everyone can be Creative

Creativity isn’t a trait that some people have and others don’t. Before I explain why that’s true, let me first define what I mean by creativity. If 100 people looked at the same abstract painting by Jackson Pollock, many of them might say, “Oh, that artist is really creative,” but not everyone. If 100 people watched the TV series So You Think You Can Dance, many of them might say, “The dancers are creative,” ...

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