UNR1102 - Creativity and innovation

Dr. Mohamed H. Zaky

Arab Academy for Science, Technology and Maritime Transport (AASTMT)

Fall 2023 Semester

AASTMT - Alexandria
Encoding Information
 To solve an issue or create a new idea, acquire a lot of
information by connecting internal and external ones.

Why do we
The information needed for a creative solution will be
need obtained through two basic processes:

information Searching for existing

© Dr. Mohamed H. Zaky 2023

Creating new ones.
concepts
for creativity?
This information will be encoded to solve problems or
generate new ideas.

3
The key parts of memory

ENCODING STORING INFORMATION RETRIEVING

INFORMATION INFORMATION

© Dr. Mohamed H. Zaky 2023 4

What is encoding information?

Encoding inserts information into

the memory system.

Similar information can be

structured and linked to existing
concepts.
Data can be encoded through
automatic and manual (effortful)
processing.
Also, our brain labels or codes
environmental sensory
information.

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Encoding processing

AUTOMATIC MANUAL
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 Encoding information unconsciously
includes the following factors:

• Space: Location of items.

Automatic • Time: Sequence of day’s events.
• Frequency: How many times things have happened.

processing In automatic processing, if you were asked

what you ate for lunch today, you can likely
of encoding recall it readily.

Recalling the last time, you studied is

another example of automatic processing.

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 Manual encoding requires conscious
effort and attention, such as
rehearsal or conscious repetition.
Manual Committing novel information to
processing memory requires effort just like
learning a concept from a textbook.
of encoding
Increasing rehearsal time leads to
decrease relearning time.

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 During the creative process,
Role of information are encoded.

encoding
information This will help people to
generate creative ideas.

in creativity
process Also, it aids learning and
memory.
Types of encoding

There are 5 different types of Encoding information:

Semantic encoding
Visual encoding
Acoustic encoding
Tactile encoding
Elaborative encoding
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Semantic encoding

Semantic encoding encodes words'

meanings. It is a type of encoding that helps
us understand the meaning of ordinary
objects.
It is crucial to memory encoding because it
gives items meaning, which is stored in the
brain for later use.

Imagine seeing a friend's "see you later"

SMS as you're meeting a friend for tea.
Semantic encoding helps you remember the
meaning of written words in context.

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Visual encoding

Visual encoding converts data into

a chart, map, etc.

It's how data is mapped into visual

structures for screen visuals.

There are two types of visual

encoding variables:
• Planar
• Retinal

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Planar visual encoding

If you’ve studied math, you’ve

been drawing graphs across
the X- and Y-axis.

They work great to present

any quantitative data.

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Retinal visual encoding

The retinal variables are size (length

and area), shape, texture, color,
orientation (or slope), and value.

Each variable can be classified using

points, lines, and areas.

Humans are sensitive to retinal

variables.

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Acoustic encoding

Acoustic encoding stores and retrieves sound,

speech, and other auditory data, such as the
alphabet or multiplication tables.
Associating information with sounds, by
sounding out the words, strengthens brain
connections and aids recall.
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Tactile encoding
Touch encodes how something feels.

Touch-based tactile encoding isn't

useful in eLearning.

However, it can be used in collaborative

learning for "face-to-face training."

In medicine, training and examination

rely heavily on touch.

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Elaborative encoding

Elaborative encoding links information to other

memories. All the information is relevant to the
experience, making it elaborative. This involves the
significance of other memories.
When you encounter an orange ball, for example, your
brain does a lot of things to encode that information
(the color, the location, any sounds or smells, etc.).

But with elaborative encoding, your brain also takes

that new information and looks through existing
memories to see if anything stands out.

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What is This refers to:

storage? •
•
Where is information stored (location)?
How long does it last (duration)?
• How much can be stored at once (capacity)?
• What kind of information is held (type)?

Information storage impacts retrieval.

Many studies have compared two main
parts of memory:
• Short-Term Memory (STM)
• Long-Term Memory (LTM).
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 Sensory Memory
• It is the first phase of memory storage. It lasts
much less than a few seconds. It’s as if you saw a

Type of picture and then it was immediately hidden from

you.
Short-time memory
storage • Activated memory that holds a few items briefly.
Example: look up a phone number, then quickly

memory
dial before the information is forgotten.

Long-time memory
• Data that can be stored for long periods of time.
It is often broken down into episodic, semantic,
autobiographical, and implicit memory.
What is retrieving? This refers to getting information out of
storage.

If we can’t remember something, it may

be because we are unable to retrieve it.

When we are asked to retrieve something

from memory, the differences between
STM and LTM become very clear.
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 Sequentially storing and retrieving STM; when asked
to recall the fourth word on a list, participants go
through the list in the order they heard it.

The Associations store and retrieve LTM; if you return to

the room where you initially thought about going
upstairs, you'll recall why.

retrieving Organization helps retrieval of sequence information

process (such as alphabetically, by size, or by time).

Imagine a hospitalized patient whose therapy

included taking medicines, changing clothes, and
exercising.
HOW CREATIVE
ARE YOU?
STRETCH YOUR MIND
IN A GROUP
23

The Amazon logo is a prime example. The yellow arrow

Exercise one – underneath the company name serves two purposes.

Branding – Logo

© Dr. Mohamed H. Zaky 2023

First, it demonstrates the idea of getting things from a
and Slogan to z; second, it looks like a smile. The end of the arrow
is drawn to look like the corner of a smiling mouth.
Looking at it, your brain can’t fail to conjure up the
notion of happiness.

Amazon has said that the smile was the original

intention – to suggest that "we're happy to deliver
anything, anywhere". It later changed the logo to focus
on the a to z idea.

This creative game asks a group to sum up their ideas in

a statement with the minimum number of words,
which cuts out filler, and helps uncover and improve an
idea.
“Creativity can solve almost any
problem. The creative act, the
defeat of habit by originality,
overcomes everything.” George
Lois, 1931, Art Director and
Author