Creativity in design of product

1. CREATIVITY IN DESIGN
N O R F A S I H A M O H D Y U S O F
F A S I H A @ U T M . M Y

2. http://www.designboom.com/project/bscooter

3. Where in Design
Process?
I N A L L S TA G E S B U T
M A I N LY I N C O N C E P T
G E N E R AT I O N S TA G E .

4. • To create : To cause something never exist to
come into existence.
• Creative : Having the ability to create
… something that has added value.

5. What is
CREATIVITY?
• To create – to cause something never exist to come
into existence.
• Creative – having the ability to create something that
has added value.
• Creativity – the ability to cause something that has
added value and never exist to come into existence.

6. Something that has added value and never exist to
come into existence -> invention/innovation
KNOWLEDGE CREATIVITY TOOLS

8. ROUTINES vs. CHANGES
• Process
repeated
• Good training
• Improvement
of skills
Establish
behavior
• Improvement
of process
• New ways
• New directions
Lead to
achievement

9. • In order to achieve a good deal of
innovation in design, it is important to
think of different ways of doing something.
• For example, centuries before, in the
design of a fast vehicle, one idea could be
reshaping a car, while other could be
having traffic on the sky. The later idea, in
particular, having a vehicle on air, was very
unsound at the moment, as a scientist Lord
Kelvin said, “Heavier-than-air machines are
impossible”. However, decades later, a
sustained and controlled heavier-than-air
powered flight was successfully invented
by the Wright brothers.
• This proves that an unsound idea could
lead to a great innovation.
The 1903 Wright Flyer takes center stage in The Wright Brothers & the Invention of the Aerial
Age exhibit. (Eric Long (NASM2013-00427))

10. What is Creative
Idea?
• NOVELTY – the quality of
being new, fresh and
interesting.

11. If the creative ideas are novel,
where do they come from?
• Conceptual Synthesis
• Function Blending
• Latent Function
• Analogical Reasoning
• Concept Integration in Thematic Relation
• ….

12. World’s first snap-off blade
cutter

13. http://www.olfa.co.jp/en/contents/cutter/birth.html

14. http://www.olfa.co.jp/en/contents/cutter/birth.html

15. http://www.olfa.co.jp/en/contents/cutter/birth.html

16. Conceptual Synthesis

17. Function Blending

18. Function
Blending

19. Latent Function Visible Function
When an entity is exposed to a
circumstance, a peculiar
behavior is manifested
corresponding to the
circumstance.
Latent Function
When an entity is exposed to
various circumstances,
different behaviors are
observed for the different
circumstances.

20. Latent Function

21. Latent Function
Designing creative artifacts with a
high degree of latent function is
desirable.
It could lead to the decrease of
wasteful action and the
improvement of recycling.

22. How to be creative?

23. Developing
mental habit
of thinking
creatively
1. Visual Imagery
2. Reframing viewpoints

24. IMAGINATION KNOWLEDGE
Visual Imagery
finite
infinite
“why?”
“why not?”

25. Imagine abstract objects.
Develop thinking with sketches/images.
• Sketches/images hold more information.
• Require simple recall from the brain.
Visual Imagery

26. • Interpret things from different viewpoints
Reframing

27. •Using the five senses to
find information directly related to the
subject.
INSECT
•Eyes opened wide to see a variety of
locations and situations.
BIRD
• See the unseen time and trends.
FISH
•Watch from the opposite: not trapped
in a normal perspective, break the
stereotypes.
BAT
Reframing

28. In design, CREATIVITY is
associated with generating ideas.
Thus, when we involve in design
activities, it is very important to
be creative.
In a bigger definition, DESIGN
itself is a CREATIVE PROCESS by
nature.
Conclusion

29. No matter how stunning you
are, if your mind is dull, you
have no hope of impressing
people in any situation. Do a
makeover to your mind by
thinking creatively to become
MORE ATTRACTIVE!
-Edward de Bono-

30. Assignment (Individual – 15%)