Right-Brain vs. Left Brain

Having a side interest in the subject I was interested in how psychology would relate to this project. The first thing to come to mind was the right-brain vs. left brain argument.

The current broad definition of each side of the brain is left-side: logic, fact, present/past, words/language detail and right side: feeling, holistic, imagination, present/future, meaning. I would argue that this project is a primarily right-sided.

Recently I have been reading the book “A Whole New Mind” by Daniel H. Pink. The book argues how and why right-brainers will rule the future…

The future belongs to a different kind of mind. Designers, innovators, teachers, storytellers – creative and emphatic “right brain” thinkers whose abilities mark the fault line between who gets ahead and who doesn’t.

Although a necessity to some extent, the Future Lions brief is (imo) less about technological profeciency (left-brain) but more about the bigger picture, looking at things from a holistic point of view. Non-linear thinking is important and combining product, brand, audience and media in not necessarily a complex manner but an innovative way. The technology is there, and as we only have to represent our ideas as opposed to physical creating what we have thought up I think this way of thinking is crucial.


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