we create events that intertwine narrative and brand into exciting and playful experiences.

yello brick took part in this fascinating event. We really loved it and each of us discovered we all have a different approach to how we access our creativity. Such clever stuff by Steve Coleman. We hear theres a final exhibition showcasing some of our creations as well as his findings. We cannot wait to check that one out!

The Hour of Play

The Hour of Play is an experimental research project looking at ways in which play can facilitate creative thinking in adults. By focusing on a problem solving approach to creativity the study looks at the links between two seemingly related fields, psychoanalytical processes and the cognitive approach to creativity. Seen from a neurological viewpoint the two fields appear to describe a similar process. Both can be seen to describe creative thinking in relation to an increased access to the associative network; being described as divergent thinking in the cognitive approach and as primary process in the psychoanalytical literature.

The field of child development shows that fantasy play facilitates access to, and can develop primary process thinking. Research tests with children provide evidence that once engaged, this mode of thinking directly correlates to an affect state that is conducive to creativity as defined by the cognitive approach. The definition of fantasy…

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About yellonat

Media Director at yello brick LTD

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This entry was posted on September 5, 2012 by in Yello Brick Notebook and tagged , , , , .
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