Document Type

Conference Paper


Available under a Creative Commons Attribution Non-Commercial Share Alike 4.0 International Licence



Publication Details

21st DMI: Academic Design Management Conference. Next Wave. London, UK, 1-2 August, 2018


The competencies of designers can be summed up in one word: Creativity. Creativity would seem to be the most critical skill of any design practitioner’s repertoire and is a core component of innovation and entrepreneurship. In general; creativity is considered to be a positive thing, generating positive outcomes for design enterprises and their clients. Designers utilise their creative skills to solve problems for clients, and to develop design ideas and to run their design enterprises. However, the perception of creativity and the creative worker outside the paradigm of design differs from the view within, and therefore a negative opinion of what creativity means could hinder an understanding of what the value proposition of design enterprises is and what creativity means. This paper identifies and discusses potential problems or issues with creativity identified in the international literature. These problems may include but are not limited to: practices undertaken by the practitioner; attitude responses from practitioner; how creativity is perceived within the client community; perceptions about creativity within popular culture; and myths associated with creativity. All of which, designers must consider being effective with their creativity