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known description of the design process. In
and so on. We attach so much value to
to be open to the unexpected, to work
addition to this, designers agree that when
creativity, but we don’t really have an idea
without a plan and to accept accidents and
you don’t open up to these kind of moments,
of what it actually is. Therefore, trying to
arbitrariness. So, for everyone who already
you are a bad designer. We consider such
gain a better understanding of creativity is
knows beforehand precisely how he is going
moments as an essential part of design. You
worthwhile. What is this? In what are we
to spend his vacation and how he will do his
should be open to the unexpected and to
investing so much money? Of what do we
grocery shopping: the more you know about
taking alternative mental actions. The design
have such high expectations?
how things will go, the smaller the opening
process is much more chaotic, unstructured and unplanned than is told and taught to us. Besides, there are as many design processes as there are people and this is a good thing, too. Why are design processes this chaotic and unpredictable? According to me the answer has something to do with creativity.
for creativity.
Creativity is not something that is locked up in the middle phase but it is present during the whole process
Why should we attempt to further explore the
What you can learn from research is that creative people don’t earn that much compared to people who have other college degrees. At the same time, these ‘poorly paid’ designers are happier than their college counterparts with higher incomes. This implies that creativity has a bigger
creative aspect of the design process?
cohesion with happiness and satisfaction. So design, and consequently creativity, is all over
It is sometimes said that creative people are
I am currently writing a book about design.
the place. But what does ‘being creative’ actually
more resilient because they can better cope
Its relevance lies in the fact that the creative
mean?
with uncertainties. And this, of course, is
industry is growing really fast. Some people
very important in the design process.
even say that it is the economy of the
First of all, according to me, the drawings
future. There are big European subsidiary
or little paintings in the art academy don’t
programmes to contribute to the flourishing
tell me anything about creativity. I think that
of the creative industry. The strategy behind
creativity is something that is independent
this is that when everything is, more cheaply,
of artistic expression. I was not very good
produced in China and engineered in India,
at sketching, and this was a problem, since
the thing of distinctive added value we have
I wanted to go to the design academy. So, I
in Western Europe is creativity.
attended drawing courses. I became better at it, but I never truly excelled. Talent for
The power of a creative designer is that, every time, he opens himself up again to another manner of solving a problem
The value attached to creativity increases
drawing and sketching is not the same
daily. Nowadays, we think that we will solve
thing as creativity. Being creative is about
Is there any way that a person can enhance his
all the big world problems with creativity,
being bold enough to think differently, to
or her creative capability? Or are there certain
like the smog problems, mobility problems,
do something that is not socially accepted,
conditions in which creativity has more chances?