Divergent thinking and convergent thinking has been introduced in the field of psychology and by using it, they study and recognize the type of brain function in analyzing problems and selecting various solutions. According to this type of classification, thinking in humans has two forms, divergent and convergent. Divergent thinking conceives all possibilities and even impractical ideas, and convergent thinking evaluates the results of divergent thinking and selects and implements those that conform to a predetermined framework. It can be said that divergent thinking is necessary and the main element of creative thinking and convergent thinking is the result and tangible effect of rational and somewhat conservative thinking.
Divergent and convergent thinking importance
These two types of thinking exist in all human beings in the range from the lowest to the highest. Both of these types of thinking are necessary to achieve the ultimate goal, and each is necessary and effective at one stage, and it can not be said that one is superior to the other. The third category has a range of both types of thinking. The third category is usually the same among the brains.
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Divergent thinking vs. convergent thinking in branding
In the branding process, many mental and practical parts and activities take place, some of which require one of these two types of thinking, and in some cases the presence and effect of both. For example, in areas such as the creation of ideas for creative communication between the core foundations of the brand, there is a great need for people with divergent thinking. Where we want to create creative ideas for a different presence in the market and the mind of the audience. Basically, ideation happens with an attitude without regard to limitations. Convergent thinking usually seeks to imitate successful brands and replicate the usual ways and ideas, But at this point in the development of the brand’s basics, we happen to need convergent thinking to plan the audience results. Convergent thinking comes into play when we have to determine a definite answer and examine the facts.
Creative thinking in ad branding
Every transformation and every success begins with an idea; An idea that is born inside you and takes your mind and action with it and goes so far as to change not only your destiny but also the destiny of those around you, society and even humanity. There have been many ideas in the world that have taken the history of human evolution and civilization to a new stage; Small ideas born from a creative mind are taken seriously and then make their way.
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