A Mind Of Your Own: How It Works

The right hemisphere of the brain is often known as the creative side. I’ve never really known why exactly, until I came across this book called Imagine, How Creativity Works by Jonah Lehrer. In it, there’s a section on what the right and left hemispheres of the brain are responsible for in terms of how you think.

“Mark Beeman was a young scientist at the National Institutes of Health, who was studying patients who had suffered damage to the right hemisphere of the brain. Through his studies, Beeman found that the right hemisphere was responsible for finding the subtle connections between unrelated things. He realized that the problems that his patients were having involved making sense of the whole, seeing not just the parts by how they hang together.”


For example: It’s your right side of your brain that takes in parts of a joke and makes it funny. It’s also the side that allows you to understand the tie between two ideas such as a metaphor. The left hemisphere of the brain registers all of the elements and the right hemisphere connects them.

Beeman says, “The world is so complex that the brain has to process it in two different ways at the same time. It needs to be the forest and the trees. The right hemisphere is what helps you see the forest.”

After reading this, I thought about just how important the right side of the brain is in terms of creating. Think about it: When you create, you envision the whole picture. It’s a mental image in your mind that you try to form into something tangible using separate elements.

When you create an ad, you are taking the visual and the text to form a core message. If your ad is entirely visual – you are taking a variety of components to create one visual message.

We should be really thankful for the minds that we have. Your brain is a large part of who you are as a creative individual. It not only holds the capacity to think up big ideas but how to execute them just to your liking.



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