Random Association

Random Word is a simplest technique where a randomly picked word is used to generate new associations. By getting a random word and thinking how you can use it to solve your problem you are practically guaranteed to attack the problem from a different direction from that you would normally.

Source: http://en.wikipedia.org/wiki/Random_stimulus

When to use it

-use it to stimulate open and divergent thinking and seek creative new ideas.
-use it to re-ignite creative thinking when you are running out of ideas.
-Use it to get people out of a rut when their thinking is still rather conventional.

How to use it

1. Find a random word

Find a random word that will be used as a stimulus for new ideas.
For example, on that day, our lecturer used a random word: “Traffic light”
And the task is using this random word to make a person stop smoking in 6 months.
(This method mix with: mind mad, associated mind map and metaphor)

2. Find associations

Think about some word relate to this word or some other things about which the word reminds you. Think openly: associations can be vague and tenuous (this is creativity, not an exam)

Random word: Traffic light

3. Use the associations to create new ideas

Now create new ideas by linking any of the associations with your task.


This is one of the examples of random association.
Our lecturers apply the colors of the traffic light to the cigarette to indicate danger.


How it works

Random Words works in particular by making you go elsewhere for ideas, and pushes you out of your current thinking rut. It uses the principle of forced association to make you think in new ways and create very different ideas.

Situation / Problem
To create “scary images or object” that will instill fear among people through out the ages Random word: Kitten



Association

1. Cat eyes: scary and evil
In practise: one of the kitten’s eye falls out and the other becomes very big as if it's going to explode.




2. Cat paws: long and sharp
In practise: Sharp claws are hurtful and scary. They are harmful when they are in contact with your skin so therefore, no one will like the kitten.


3. Tail: Attaching on people
In practise: As a weapon to circle around the body of victim while hunting for food.



4. Cat poo: acidic and unpleasant smell
In practise: The cat poo is corrosive to human’s skin.



• All the images above are my idea of the scary image using random association method.


In conclusion, using this random association method can help us think creatively and create many different ideas. I like using this technique because it helps me to come out with different ideas.

Written by Cecilia Lim Xin Lei

Edited by Chee Jenn Yi