Today's ZINE is led by our Senior Strategist Clare who's chosen to talk about her favourite topic. Psychology.

"As a strategist, I find myself leaning on my love for psychology and my degree as a way to understand client problems, audience worlds, cultural inspiration and future trends.

Here are 4 of my favourite things made sense through psychology, psychologists and their theories, both old and new.

As with all great theories, they’re meant to be provocative, inspiring and encourage discussion".

The Psychology of Raving

I went to a recent talk by Dr. Beate Peter whose theories and research suggests dance music has the power to unite our body and soul. Traditionally perceived by western culture as two separate entities, she argues “there is no difference really between the body and the mind. They interact quite nicely with one another and they inform one another”.

Peter suggests dance music lets us access our collective unconscious, and consequently, allows us to explore a more fully discovered self.

It’s dance music features that elicit the release of emotions within a community of dancers, where the body becomes the soul, and the individual becomes the collective.

You can watch her talk - 'The Psychology of Raving' - via LDN Talks here.

The Psychology of Creativity

I love the theories of Edward de Bono who believes creativity is connecting pieces of information together in new and surprising ways.

It's Mark Earls who states copying (or social learning) is a human 'superpower'. This efficient use of our minds ensures we don’t have to carry so much information in our own head, so every time we face a new challenge, we don’t have to think from scratch.

Being human means we never have to think on our own as we have access to (and can borrow) from the world’s experience - some of which we call 'culture'. It is these shared assumptions and experiences that help successfully navigate the world around us, and represents human progress.


The Psychology of Madness

I’ve always been fascinated by the idea of madness. What is madness, what creates madness and what determines who is mad? So much so, it became the topic of one of my final university projects.

Here I came across the infamous psychiatrist R.D Laing; a pioneer of anti-psychiatry and a symbol of 1960’s counter-culture who sought a revolution in the diagnosis and treatment of mental illness.

In his most notable books - The Divided Self and The Politics of Experience - he wanted madness and the process of going mad to be more comprehensible, underpinned by his philosophy 'madness is a self-healing voyage'.

He believed insanity is a perfectly rational adjustment to the insane world we live in. A sane response to an insane situation. With madness needing not to be a 'breakdown', but actually a 'breakthrough'.

His book is available to buy from Amazon.

The Psychology of Buying Stuff

Whether it’s encouraging people to switch brands, to pay a premium, to use a product in a new way or think about a brand differently, everything we do in 'creative' is changing people’s behaviour.

Richard Shotton’s book The Choice Factory explores the 25 behavioural biases that influence what we buy.

One I find particularly fascinating is 'The Pratfall Effect'.

This suggests someone who stumbles, struggles, or is clumsy is seen as more attractive, approachable and more liked than those who display perfection.

By recognising and embracing our flaws, we become immediately more appealing.


For more ZINE takeovers, head on over to @ehuplove, or if you want to say hello to Clare, drop her a line at hello@lovecreative.com.