1. How the brain processes thought.
Thinking
How the brain processes thought.

2. What is “thinking”?
For our purposes, we will define thinking as the way the brain processes, stores and uses information.
The way information is processed and used, in combination with interpretation and the use of emotions is called the “mind”.

3. Linear Thinking
Most educational systems teach what is known as “linear thinking”.
Linear Thinking is a method of thinking that takes information and stores it, based on how it relates to previously processed and stored information.
While this is excellent for processing speed and storage, there are two major drawbacks to this process of thinking.

4. Divergent Thinking vs. Convergent Thinking
The goal of divergent thinking is to generate many different solutions to a problem in a short period of time.
Divergent thinking typically occurs in a spontaneous, free-flowing manner, such that the ideas are generated in a random, unorganized fashion.
Following divergent thinking, the ideas and information will be organized using convergent thinking, putting the various ideas back together in some organized, structured way.

5. Divergent Thinking vs. Convergent Thinking
The goal of convergent thinking is to eliminate all but one solution to a problem.
Convergent thinking is what you have been primarily taught through most of your educational process.
The problem with convergent thinking is the same as eliminating neural pathways.
What if there is a flaw in that one solution, or if you find a circumstance where that one solution is rendered unworkable?
See Apollo 13 carbon dioxide problem.

6. What is “Analytical Thinking”?
Analytical Thinking is a method of Lateral Thinking (a lateral thinking skill) that forces the user to re-examine the context of a given piece of information.
We will be using “forced analogies”.
An analogy is a connection between two things.
A forced analogy is creating (or finding) a connection where none exists (or seems to exist).

7. How is this thing…
…LIKE THIS THING?
Visually and functionally?

8. What’s the connection between hands and the ocean?

9. The analogy can be intellectual…

11. What is “Analytical Thinking”?
One of the most important characteristic of Analytical thinking, is the ability to look at the same old things in new and different ways.
We will be using “forced analogies”.
An analogy is a connection between two things.
A forced analogy is creating (or finding) a connection where none exists (or seems to exist).

12. Ambigrams
An ambigram, also sometimes known as an inversion, is a graphical figure that spells out one or more words not only in its form as presented, but also in another direction or orientation. The text spelled out in the other direction or orientation is often the same, but can also be a different text.
According to John Langdon, ambigrams were independently invented by himself and by Scott Kim in the 1970s.
The earliest known non-natural ambigram dates to 1893 by artist Peter Newell .
Newell published two books of invertible illustrations, in which the picture turns into a different image entirely when turned upside down. The last page in his book, Topsys & Turvys contains the phrase THE END, which, when inverted, reads PUZZLE

13. One of Newell’s topsy turveys…

14. Raymond Lowey
1969
Raymond Lowey, one of the greatest product designers of all time, creates the “new man” logo using the technique of ambigram construction.

15. 1975
De Lorean Motor Company uses ambigram as logo.

16. 1979
Omni magazine publishes its first set of ambigrams in its puzzles section.
Using ambigrams by Scott Kim and later John Langdon and Robert Petrick.

17.
2000
Angels & Demons
Published by Dan Brown author of (The DaVinci Code).
Ambigrams are used heavily in the plot of the novel.

18.
2000
Angels & Demons
Published by Dan Brown author of (The DaVinci Code).
Ambigrams are used heavily in the plot of the novel.
The movie poster contains an ambigram in the title.

28. letters as language vs. letters as symbols.
Olny srmat poelpe can raed tihs. I cdnuolt blveiee taht I cluod aulaclty  uesdnatnrd waht I was rdanieg. The phaonmneal pweor of the hmuan mnid, aoccdrnig  to a rscheearch at Cmabrigde Uinervtisy, it deosn't mttaer in waht oredr the ltteers in a wrod are, the olny iprmoatnt tihng is taht the frist and lsat ltteer be in the rghit pclae. The rset can be a taotl mses and you can sitll raed it wouthit a porbelm.
Tihs is bcuseae the huamn mnid deos not raed ervey lteter by istlef, but the wrod as a wlohe.
Amzanig huh?
You can modify your letterforms to a surprising degree and the human mind will still recognize them as language (we are back to the idea of the brain being a lazy organ which thinks in terms of formulas).
In this case we use the formula to our advantage.

29. How many F’s…
FINISHED FILES ARE THE RESULT OF YEARS OF SCIENTIFIC STUDY COMBINED WITH THE EXPERIENCE OF YEARS...
Most people cant find all 6 the first time through.
Why?
The reasoning behind is that the brain cannot process "OF".  Again – processing information in one way only.

30. Bembo Zoo http://www.bemboszoo.com/Bembo.swf
Flip Script – another practical use…