Download - Design Creativity
Creativity and Design
Tudor Rickards
What connects creativity to design?
“Design is about doing things consciously and not because they have always been done in a certain way”
Margaret BruceCompanion to Creativity (2009)
Creativity
Design Innovation
The Design of a Chess Set
We will take the design of a Chess Set To explore how creativity and designinteract
Part 1: Assessing the consumer appeal of A chess set
Part 2: How ‘structured techniques’ can supportDesign and creativity
Consumer Appeal of a Chess Set
Take a closer look at the choices open tosomeone wanting to buy a chess set …
The choice will be dictated by the variedpreferences and decision-processesOf potential customers
The designer (team) draws on knowledge of theuser needs and on skills at creating a product that appeals to those needs
Put yourself in the place of awould-be ‘consumer’
You have found a catalogue offeringeight chess sets, all of similarbut competing designs
Which sets do you like best?
Which pieces do you like best?
How do these considerations interact?
Which set will you chose for yourself?
Chess Sets (Designs A –H)
Chess Sets (Designs A-D)
Chess Sets (Designs E-H)
Ratings Set A Set B Set C Set D Set E Set F Set G Set H Code Chess 1-3 Design 1-3
Overall
King
Queen
Bishop
Knight
Rook
Pawn
What does the exercisetell us about creativity and design?
Use Benign Structures to get BetterIideas
To get better ideas regularlyyou need new structures to help your idea awareness and skills in improving implementation potential
These are so-called benign structures which supportcreativity
A benign structure supports creativity by overcoming personalhabits which arerestricting idea generation
Simple forms of benign structure
Tip No 4: Reverse thinking (‘Let’s turn that idea upside down’)
Tip No 5 Add-on thinking (‘Yes and …’)
Tip No 6 Blue sky thinking (‘If only…’)
Tip No 7 Positive thinking (‘What’s good about it..?’)
Tip No 8 Inside-out thinking (e.g. ‘Go from technical means to user needs’)
‘Hybrid Composite For Root Canal Treatment’
Think ‘Food products to meet different needs’
The role of leadership in design teams
Creative leaders help reconfigure the structures under which team members operate.
Team-building structures overcome inter-personal barriers and establish team norms
In a ‘dream team’, leadership provides structures which transcendestablished norms
Conclusions
Design and creativity are more closely linked than has previously been believed
Benign structures help individuals andteams achieve unexpectedly creative results