Valentine’s DAY: Why love makes us more creative

Haven’t received a Valentines Card? Well, think about becoming a teacher then! Statistics show that teachers receive the most Valentines Day cards, followed by children, mothers, wives and sweethearts. As flower sales skyrocket during this romantic holiday, we all know that there is a connection between emotions and successful marketing, or moreover creativity and love. But why is this the case?


One fifth of the time: that is how much quicker our emotional brain processes information compared to the cognitive brain with the same input. Thus, campaigns with emotional content perform about twice as well (31% vs. 16%) than those with rational content. People first feel- then think. Sounds familiar? You buy something and afterwards think like ‘I actually didn’t need this’ or you discover clothing pieces in the Neverland of your closet and ask yourself ‘Why did I buy this?’


With this in mind, emerging disciplines like Emotional Branding come naturally. Let’s switch perspectives. Does being in love make us more creative? A research study from the University of Amsterdam shows the relation between being in love and our creative thinking. The results suggest that love induces a long-term thinking and thus creates global processing, which interferes with analytic thinking. Ultimately, with love activating a more global processing, we see the forest rather than just the trees.


So, in a nutshell: Love entices global processing in our brains, which promotes creative thinking helping raise remote and uncommon associations. Need more convincing? We also know love is ‘heart’ to explain – so is creativity. It’s like asking a bird “How do you fly?” You just do.

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