4. Creativity in Individual Design Work

In order to answer the questions, “Why can humans design?” and further, “Why are human beings the only species capable of design?” this chapter focuses on individual design work. We discuss the features of creativity in the design process, using experimental studies to observe from the microscopic and macroscopic viewpoints, in order to clarify design creativity as a personal activity. First, the basis of design creativity is discussed, and the character of design creativity is delineated—namely the way in which it relies on different modes of searching for the new concept based on the empathy or consideration for other people. Second, from the microscopic perspective, the concept generation phase in the design process is examined through individual designs. Here, keywords of high dissimilarity were found to advance the originality of creative results. In addition, the role of association—in particular the concept of action—was identified. Third, to identify motivations for engaging in long-term creative activity, this chapter considers designers’ process of self-growth to play a role in developing their inner perspective. This chapter also presents a case study of a designer’s process of self-growth, which was conducted as part of a long-term experiment. Finally, the internal and external motivations that activate creativity in the cognitive processes involved in individual design work are comprehensively discussed and clarified.