Applying the rules of mind association (contiguity, similarity, contrast) to communicate between distant concepts and create creative advertising and product ideas.
Using the three classic laws of the psychology of association (temporal/spatial contiguity, similarity, and complete contrast) to stimulate the unconscious flow of thought.
Designing an advertising campaign for an energy drink based on the association of contrast (relaxation versus excitement) and similarity (lightning and recharging).
smoothness and enjoyment of the process, high speed in breaking advertising stereotypes, activation of the right hemisphere of the mind.
need to select and refine ideas; Many early associations may be too abstract or lack business relevance.
"Association" technique is based on three golden rules of the mind:
1. Contiguity: two things that are experienced together in space or time (such as the beach and the sun). 2. Similarity: Two things that have common characteristics (such as a bird's wing and an airplane's wing). 3. Contrast: Two opposite poles that come to mind when you see one (such as night and day, silence and explosion). By activating these three channels, a river of new ideas will flow.
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