In his science of imagination keynote, Jim Davies demonstrates how the study of imagination makes way for the development of creative and fantastic worlds via automated technology.
According to the cognitive scientist, imagination is constrained by three things -- the environment you're in when called upon to use your imagination, what you understand about the world and visual memory (everything you've ever scene).
It takes a good understanding of reality in order to make compelling fantasy. Many creative and imaginary worlds are modified renditions of how we understand and interpret our own environment. Using scientific methods to study where images originate from and how an individual uses their experience and surroundings to create something imaginative will reveal how creativity plays a fundamental role towards day to day encounters.