Everyday creativity in design process

Lloyd, Peter and Jones, Derek (2013). Everyday creativity in design process. Art, Design & Communication in Higher Education, 12(2) pp. 247–263.

DOI: https://doi.org/10.1386/adch.12.2.247_1

URL: http://www.ingentaconnect.com/content/intellect/ad...


The study of creativity in design has tended to emphasize its value and location in the individual designer as part of a statistically outlying population rather than as a normal characteristic of an entire population. Theories of creativity have generally stressed either its mysterious, gift-like qualities to an individual or as a constructed relationship between consumer and designer. This article, in developing a third view of creativity in design as a ‘normal’ phenomenon, describes a study of 1038 student design assignments obtained from a distance-learning course in Design Thinking. The article shows how normal distributions of design outputs can result from a large population following a structured design process. We argue that the creativity displayed is a natural result of the ‘grammar’ of that process. Seen in this way creativity becomes less of an individual ‘gift’ to a select minority, as generally understood, but an everyday occurrence to problems of design.

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