What occurs during the incubation phase of the creative process?

During the incubation phase of the creative process, the focus is on allowing ideas to develop and evolve subconsciously. This stage encourages stepping back from active brainstorming or problem-solving and giving the mind time to process the information gathered earlier. It is a crucial moment for creativity, as it allows thoughts to marinate, leading to new insights and connections that might not surface in a structured working environment.

In contrast, presenting ideas for feedback occurs in a later phase when the concepts are more refined and defined. Similarly, finalizing concepts for production and conducting research on target audiences are steps that take place after the incubation phase. The incubation phase is distinct in that it emphasizes the importance of taking a break to rejuvenate creativity and allow for the natural unfolding of ideas without immediate pressure or judgment.