The book is a visual and conceptual exploration of creative process, design thinking, and lateral problem-solving. Munari argues that every object or idea originates from another existing thing – that creativity is not “ex nihilo” (from nothing) but rather a transformation, recombination, or reinterpretation of what already exists.
Munari writes with a wit and clarity that is rare in academic texts. He critiques the modern artist who claims their work has "no message" and is purely instinctive. Munari argues that everything has a purpose, and the designer’s job is to find that purpose.
O livro é estruturado como uma série de reflexões e exercícios que levam o leitor a pensar de forma criativa sobre o mundo ao seu redor. Munari argumenta que tudo no mundo pode ser um estímulo para a criatividade e que as coisas podem ser transformadas e reinventadas.
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