We often talk about creativity as if it’s this brilliant spark that lights up out of nowhere, like a sudden “aha!” moment. But spend enough time doing actual creative work, and you start to realize it’s not about waiting for a magical burst of inspiration. Instead, creativity is a deliberate process of making decisions, one after another, shaped by how our minds operate. That might sound less romantic than a cartoon light bulb above your head, but it’s far more useful if you want to consistently produce great work.
In my own journey as both a creative designer and an educator, I’ve seen how important it is to understand the mental side of “creative flow.” Why do we sometimes have days filled with fresh, exciting ideas, while on other days we get stuck on the same old concepts? How do we decide which path to take when two ideas both look promising? And what do we do about those mental blocks that show up out of nowhere?
All of these questions are psychological at their core. If you can understand the mindset behind creative decisions, you’ll have a major advantage in producing original work, guiding clients, and consistently delivering impactful ideas.
Balancing Logic and Intuition
Let’s start with one of the biggest debates. Do you rely on logic or intuition (what many people call talent), or do you use both when making creative decisions? Some people say they jump into creative intuition, believing that spontaneous gut feelings lead to brilliant results. Others are more analytical, planning every move meticulously and double-checking each idea against a detailed list of criteria before moving forward.
Starting a creative project by relying purely on intuition is risky and will not carry you far. You might succeed once or twice, but soon you will feel the pressure of not getting anywhere and end up searching for “inspiration” (in other words, copycat references) on the internet.
Logic keeps you grounded in reality, clarifies your client’s goals, helps you track your audience’s expectations, and ensures you work within key constraints like time, budget, or brand identity. Even though it might feel like a lot of planning upfront, especially if you are not used to it, logic gives you control from the start and provides a roadmap that pushes you to be strategic.
Once you have that map in your head, you can step back and let your intuition explore possibilities within that framework. If you focus only on facts, data, and what you believe people expect based on previous results, you will limit your creativity and end up with more of the same. You cannot discover new paths or become truly unique if your outcome is too similar to what has been done before.
Intuition elevates that initial plan to new heights. It is the space where unexpected outcomes happen, the magic. You might combine elements you never thought would fit together or dream up a design style that goes beyond your usual comfort zone. This is the spark we often reference, but it is not random. Your intuition is shaped by the logical facts you gathered, along with your personal taste, experiences, subconscious leaps, and experimentation.
When you properly channel both logic and intuition, you are neither guessing nor waiting for some mythical unicorns to appear. You are making purposeful creative decisions and taking real control of the creative process.
Facing Creative Blocks
We are not robots. Emotions strongly influence our creative decisions. Notice how, on good days, ideas flow easily and you feel more confident trying something new. Positive emotions help you think in a broader, more flexible way. Researchers in creativity studies have noted that a relaxed or positive emotional state can expand your “idea network,” letting you spot connections you would otherwise miss.
When you are stressed, anxious, or simply having an off day, you might keep repeating old tricks. This is when we all retreat to our comfort zone. Stress and negative feelings can trigger a defensive mental state, which makes it harder to think outside the box. Clients might still expect great ideas from you, but your mind feels locked.
This is precisely where a structured creative method helps. If emotions are not driving you forward, you can follow a clear step-by-step approach to keep moving. For example, start by writing down the main objective, do some research, brainstorm smaller sub-ideas, and systematically test or validate each one. Try to connect the dots in any way that sparks fresh links. This process can spark novel ideas, even when your motivation is lagging. It serves as a reliable safety net, ensuring you still generate worthwhile concepts even on uninspired days.
Another frequent scenario is feeling stuck between two or three equally appealing directions. Many creatives spin their wheels here. One idea feels safe and proven, while another seems risky but more unique. Clients or peers often lean toward the safe choice because it is familiar, whereas you might favor the bold route because you believe it will stand out more. How do you decide?
The best step is to show these ideas to the people around you or to colleagues. Sharing early concepts is essential because you need other perspectives before devoting too much energy to one path. We all lose objectivity when we are alone with our ideas for too long. A quick reaction from someone else gives you clarity. It does not mean you have to discard your idea or change it just because someone else does not “get it.” Instead, analyze and understand their viewpoint to make your own decision. Actually, this can be one of the hardest parts of being a creative, being open to feedback and learning from experience. If nobody is available, take a break. Step away for a day and revisit the project with fresh eyes. You will see more clearly which direction actually has potential.
It's interesting how usually the bolder direction often proves more compelling once you or your client realizes the safe option is too similar to what already exists. I’ve seen this over and over again during my career. The more unique idea might feel scary at first, but clients often hire us precisely to create something that sets them apart. Playing it safe can mean missing the chance to produce genuinely different and memorable work.
How People Perceive Your Creative Decisions
Understanding your own mind is vital, but do not forget the mindset of your clients or audience. They are influenced by your confidence, how you present ideas, and the overall perceived value of your creativity. They might not think about the debate between logic and intuition, or emotional swings, they only care about results that elevate them or, if they are a client, their brand or product.
Show them you have a strategic approach. Communicate why your idea is not merely “cool” but also relevant, different, and ready for the market. Be clear and passionate. If they sense you truly stand behind the concept (and have logically worked it through), they are far more likely to trust your vision. That is why it is so important to underline the real benefits and connect them with the client’s goals.
A Few Psychological Tricks That Actually Work
Over the years, I have discovered a few psychological insights that strengthen decision-making in creative work.
Share Ideas Early. Do not wait until your concept is fully polished. Early feedback can save you days of perfecting something that might never resonate. Even a short reaction from a peer can highlight your main strengths or show you if you are missing something.
Step Away Regularly. It might sound counterintuitive, but you cannot force your mind to be brilliant nonstop. If you are fixated on an idea or approach, set it aside and return with a fresh or critical viewpoint. Sometimes an approach really is great, yet you need distance to see how to develop it. Stepping away, whether it is a quick walk or a different task, can unlock a new angle as your subconscious keeps working in the background.
Use a Clear Method When Stuck. Define the challenge or project, list key research findings, brainstorm a range of solutions, and then analyze those solutions to refine them. A predictable method gives you a sense of control, especially when your mood or work environment might not favor generating new ideas.
A Sneak Peek at Frameworks
As we have seen, creativity thrives when it is guided by a strategic process.
A framework or creative strategy helps balance that wide-open exploration with a careful selection phase, so you do not skip important steps. If you stick around on Substack and become a premium member, I will cover these methods (like the Creativity Diamond) and other tools and techniques, step by step.
They will not be too academic. Think of them as creative cheat codes that ensure you align with genuine goals while still pushing creative limits. They are just as relevant for freelance illustrators as they are for agency designers or entrepreneurs inventing new products.
Tying It All Together
If there is one key takeaway, it is that your creative decisions emerge from how your mind navigates logic, intuition, emotional states, and outside feedback. Creativity is not simply “talent.” It is a process you can shape, sharpen, and optimize. That journey starts with recognizing that every bold concept is built on a series of smaller choices, each influenced by the psychology of thinking, feeling, and reacting.
By improving your personal creative psychology, you become more consistent and confident, capable of producing work that truly matters. Whether you are designing a product, writing copy, or strategizing an entire campaign, you can trust that your final idea is not random luck but rather a carefully informed, intentional solution.
Next time you catch yourself (or a colleague) saying, “I’m not feeling inspired,” remember you have more control than you might think. Use logic to define your goals and constraints, allow yourself the mental space for intuition, keep an eye on your emotional state, and rely on systematic processes to grow and refine your ideas. You can also harness external feedback to stay on track.
Great creativity rarely happens by accident. It emerges from the right psychology, combined with personal vision and a willingness to follow a structured process. That is what lets you bring your unique perspective to life and stand out in a crowded market.
Quick Reminder
Special April Launch Offer (£5/month)
If you are ready to join a creative community centered on intentional, strategic thinking, you can subscribe for free on Substack to receive a weekly publication and engage with our community.
If you are looking to elevate your creativity further, take advantage of the special premium launch offer this April for only £5/month. Starting in May, the price increases, and premium content will be limited to paid subscribers.
Lock in Your Launch Price & Subscribe Now for £5/month!
Offer ends April 30, secure your spot.
Join the alliance of creatives.
Gerard Puxhe
Founder, Unikcracy
Creative Lead, Designer, Educator
Share this post