Over the last few issues of First Tuesday we’ve been discussing the complex series of analysis we perform in our minds, nearly instantaneously, when we “measure” the value of creative work. This process results in an opinion, and determines how we react to the materials we’re viewing.

Read Part 1 and Part 2 of the series if you missed it.

>To summarize the theory:

• I believe it’s possible to document the analytical evaluations that anyone conducts (subconsciously) in measuring creative work to form an opinion and a corresponding reaction.

• A working knowledge of this framework can inform how new work is created, to increase the likelihood that it would be highly valued when observed by an audience.

• The framework combines personal analysis across 3 key areas, using a mathematical formula to compute a result.

> Cv is Creative Value: Final result
> Iv is Intrinsic Value: Monetary worth
> Ev is the Expressive Value: Content included
> Pv is the Provocative Value: Challenge posed

Part 3: EXPRESSIVE VALUE

Creative efforts are driven by the need to communicate something– feelings, observations, commentary, aesthetics and more. Using some forme of artistic language, these creative conversations extend beyond the spoken word (in many cases) to leverage media, medium and metaphor for the purpose of expression.

This month we’ll explore 3 key considerations in determining Expressive Value, which relates directly to the conceptual nature of the work. Unlike Intrinsic Value, which is relatively predictable, Expressive Value is more subjective and relies on 3 measurable components: Concept, Narrative & Style.

I believe the formula for Expressive Value is calculated through an equation of these 3 variables as follows:

This equation accounts for the fact that well-articulated work that employs strong stylistic references can have high expressive value, even if the conceptual framework isn’t the focus. That’s how American Apparel attracts consumers, Cadillac continues to resonate, and Red Bull transcends the beverage product category. Concepts need to be exceptional in respect to Style and Narrative, which amplify each other. But amazing concepts have tremendous power, and can eclipse everything when powerfully conceived. This is the nature of Expressive Value.

Now, let’s return to the original formula for Creative Value. In the final analysis, Expressive Value plays a huge role in the measurement of creativity. I believe that the concepts of Expressive and Provocative value are so powerful that their impacts multiply … as a result, they can easily outweigh Intrinsic Value. Which is why creativity isn't measured based on monetary value systems alone.

Traditionally financial success has been used as a makeshift way of keeping score. But in the creative world some of the best artists, designers and creative minds have struggled to find financial rewards and failed miserably. The Framework for Creative Measurement takes into account the dynamic and complex analytics involved that go far beyond dollars.

Next month, we’ll continue to explore the creative measurement analytics in Provocative Value. Thanks for reading.

-Jamie Schwartzman

What do YOU value? Let us know on our Facebook page or drop me a note with your thoughts on the Framework for Creative Measurement.

Take a sneak peek into Element:LA, a 12-acre adaptive reuse projected located in West LA. Developed by Hudson Pacific Properties, with architecture by Gensler, FLUX branding developed a comprehensive branding campaign that included a progressive leasing center.

Laminar Wall is a creative art installation designed here at FLUX Branding to create a memorable experience for visitors touring the project. Positioned as a creative campus for media, entertainment, gaming and technology companies, the project has over 250,000 sqft of single-story, bow truss space that is being transformed into contemporary business offices. The leasing center also features custom furniture & cabinetry, display monitors behind one-way mirrors, custom lighting and signage.

Karen Maxwell, FLUX Co-founder, is on a crusade to stop Breast Cancer. Karen accepted the challenge and is participating in the Avon Walk for Breast Cancer. She will walk is 39.5 miles this September and has pledged to raise money for much needed medical research.

> Check out these shocking statistics:
• Every 3 minutes another person is diagnosed with breast cancer.
• Every 14 minutes another person dies from breast cancer.
• 41,000 people will die from my breast cancer this year.

Please consider supporting Karen and her efforts to create a world without breast cancer. The life you help save may be your own or a loved one’s. Use the link below to donate, or if you would prefer to write a check, you can make it payable to the "Avon Walk for Breast Cancer" and send it to our DTLA office.

Join us as FLUX Gives back!
Together we can make a difference. Thank you for your support!