The disproven left brained/right brained psychological theory speaks a lot for our distinction and segregation of the two critical models of human thought. This theory asserts that we are either grounded in logic and absolutes, or in spontaneity and intuition. In practice however, we are never as lateralised as this; the greatest human marvels are found in the careful combination of the objectivity of science and the subjectivity of art.
The coalescence of science and art often sparks something far greater than the existence of these as separate entities. In their loosest terms, science and art in this context are representations of their ideals. There are inherent problems in prioritising one discipline over the other in any form of communication. The austerity of science often forgoes the beauty in emotionality and creativity, just as the unbridled erraticism of art often lacks greater intent when forgoing incisiveness.
In all aspects of communication and semiotics, the insertion of logic should be tantamount to the gravity of emotion. Communication that neglects either of these disciplines fails on the most common ground of realising true human insight. This inequity is precisely why today’s top-40 pop music falters in memorability and quality – our reliance on the formulaic and calculated has taken the zest out by way of predictability. Society’s fickleness toward this music is only reflective of the sorely missing intersection of the two qualities. It’s also why the pretense of much modern art misses the conspicuous, surface level enjoyment of appealing to logic and reason.
The merging of logic and intuition, analysis and thought, objectivity and subjectivity creates a striking sense of wonder. It’s no wonder the greatest brands, novels, adverts, fashion, movies and songs appeal disarmingly to both our logical and emotional spectrums, in ways we rarely witness elsewhere. Bridging these two disparate schools of thought creates insights that a rigid framework of thinking, or an erratic, aesthetic approach alone will fail to realise. This third way of thinking is the distillation of where magic happens in communication. This greatness is something that can seldom be methodically manufactured, nor conjured from imagination alone – and that’s the undoubtedly human core of it.