Seeing vs. reading

the key to creativity

Ralph Ammer
2 min readFeb 13, 2018


An ancient feud rages at the very core of your creative endeavour: The rational logical you and its fuzzy intuitive rival are in constant dispute.

Imagine yourself coming across an old tree.

Baffled by the spectacle of its twigs and branches you could reach out to feel its bark. You observe how the sunlight falls through the countless leaves orchestrating a spectacular pattern of shadows before your feet.

Or you could just think “That’s a tree.” — and move on.

Verbal thinking — Logic

In the second approach we reduce what we see to labels, in our case the label “tree”. We seek closure and only want to know “what it is”. Once we have identified something, we are free to direct our attention and energy elsewhere.

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Ralph Ammer

I love to draw and write about art, design, and the rest. Munich, Germany