A Shift in Perspective
An Investigation into Creativity from Constraint
The discipline of visual communication, similar to many others, underlies a great deal of pressure, as it involves a high need for surprising, unconventional ideas: creative solutions. A Shift in Perspective: An Investigation into Creativity from Constraint examines not only whether or how one can influence creativity but also whether constraints can promote the creative process. Furthermore, since creation is often associated with freedom, this thesis intends to change how the creative process is perceived. While several psychologists and philosophers have widely studied creativity, much uncertainty regarding the correlation between creativity and constraint still exists. Divided into two parts, this thesis addresses the framework behind creativity from theoretical and empirical perspectives. Conducted as self-study, this small-scale observation aims to resolve the main research question and provide a better understanding of the creative process.
The empirical self-study, which includes an in-depth analysis of creative constraints along with the daily creation of a poster, intends to shift how society understands the creative process. When one considers creativity, terms such as ‘freedom of creation’ and ‘boundless possibilities’ often come to mind, as well as an open space for spontaneous, informal creation. However, this experiment proposes that rather than being unlimited, the creative process necessitates constraint, which opens creators to new perspectives and allows them to explore unknown spaces that might have never been discovered otherwise. The experiment was conducted over six months, with an overall duration of 168 days. With the idea of limiting herself for that time, the designer introduced a new constraint every 14 days. The selfstudy was organized into twelve chapters: six months of daily creation divided into 12 categories, one for each constraint.
Leonie Kaltenegger is an Austrian designer with a strong focus on visual communication—creating brandings, corporate identities, visual concepts and editorial content, currently based in Salzburg. Her practice combines diverse fields of visual communication and is often characterized by the use of extreme contrasts and bold typography. Driven by a subtle, abstract visual language, she aims to reveal the essential characteristics of a brand or project. Besides her studies, she works on selected projects on a freelance basis and enjoys to collaborate with other creatives. Aiming to shape and create, giving thoughts a figure.
A Shift in Perspective
Editorial, Concept, and Layout: Leonie Kaltenegger
Project: Bachelor Thesis, University of Applied Sciences Graz
Release: February 2020
Volume: 255 pages
Format: 25.7 × 20 cm
Production/Finishing: Book, Softcover, refined with a color cut in black
Print: Aichfelder Druck GmbH
Binding: Buchbinderei Papyrus GesmbH & Co. KG
Paper: Curious Matter Goya Black Truffle, Munken Kristall Rough
Edition: 10 (not for sale)