Quote of the day: “There is something more important than logic: imagination.” —Alfred Hitchcock
Legendary filmmaker Alfred Hitchcock, widely known as the “Master of Suspense,” believed that storytelling is driven not by reason but by creativity. One of his most enduring lines — “There is something more important than logic: imagination.” — still resonates decades after his films first captivated audiences.
The quote reflects Hitchcock’s basic philosophy of cinematography and storytelling. Throughout his career, the director has maintained that emotional impact is more important than strict realism. His films often deliberately bent logic, allowing the audience to be driven by suspense, fear and curiosity. This statement has since become one of his most frequently quoted reflections on creativity and artistic thinking.
Why Hitchcock valued imagination
Hitchcock’s filmmaking style was built on the idea that audiences respond emotionally before they respond intellectually. Rather than focusing solely on believable plots, he prioritized atmosphere, tension, and psychological stakes. His imagination allowed filmmakers to create experiences that were true even when the events on screen were improbable.
This approach explains why many of his classics – including Psycho, Vertigo and Rear Window – rely on mood and visual narrative rather than lengthy exposition. Hitchcock himself often emphasized that cinema should communicate visually whenever possible, using images to stimulate the viewer’s imagination, rather than relying solely on dialogue.
The quote also ties in closely with his larger belief that suspense works best when the audience imagines the danger before it occurs. By leaving some details invisible, he allowed the audience to mentally participate in the story, making the fear stronger than anything shown directly on screen.
Philosophy outside of film
Although rooted in filmmaking, Hitchcock’s words have taken on a broader cultural meaning. This line is often used in discussions of creativity, education and innovation, where imagination is seen as a force that pushes ideas beyond rigid reasoning. Collections of Hitchcock’s sayings often place this quote alongside his observations about drama and storytelling, reinforcing how central imagination was to his worldview.
Creative professionals often interpret the quote as a reminder that logic explains the world, but imagination changes it. Writers, designers and artists continue to refer to the series as an encouragement to take risks and explore unconventional ideas.
Why the quote still matters today
In an age shaped by data, algorithms and analytical thinking, Hitchcock’s words offer a counterpoint. They suggest that innovation depends not only on structure or rules, but also on the ability to imagine possibilities that do not yet exist.
More than four decades after his death in 1980, Hitchcock’s influence remains visible across cinema and popular culture. His techniques—from building tension to anticipation to trusting the audience’s imagination—are still studied in film schools around the world.
The quote endures because it captures a simple truth: logic can organize ideas, but imagination gives them life. For Hitchcock, storytelling was never just about explaining reality—it was about transforming it into something memorable.
