What Is Creativity In Design English Language Essay

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According to Steve Jobs, Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didnt really do it, they just saw something." This is as true in design as it is in technology. In design, creativity is seeing connections between things that nobody else has seen before. It is realising that a specific font can go with specific picture, or how elements can be connected in a layout effectively. I this module you will learn more about creativity, how to recognise creativity, and how to be creative in your designs.

Unit 1 What is creativity in design?

Creativity in design involves new ways of thinking. It is about coming up with novel methods of solving both unusual and familiar problems by bringing many components together and arranging them in such a way as to create a new composition, layout or design that is pleasing to look at.

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The ability to see things in a fresh way is vital to the creative process. Creative people in design can be described as people who are willing to make more mistakes than their less imaginative peers. They churn out more ideas and come up with more possibilities.

Creativity can also be explained as being able to use the elements and principles of design in a way that attracts a viewer's attention. According to Cornell University, creativity should not be mistaken for originality. Originality is coming up with brand new ideas that no-one else has ever thought of before. Very few truly original ideas still exist. Instead, creativity is about having a flexible mind that can see connections between ideas that other people think are not connected. In order to do this, you have to be knowledgeable about your field. You cannot see new connections between different ideas if you do not know what those ideas are or what has been done before. You must also have the skills to implement your creativity.

The purpose of this book is to give you the knowledge needed to come up with creative ideas, the skills needed to make creative designs and ultimately the opportunity to exercise your creativity.

(KW) Keywords

novel: new

churn: to create things quickly (END KW)

(ACT) Activity 5.1 -Group discussion

What do you think creativity is? Try to list examples of creative design projects and say why you found those projects to be creative.

Assessment: No formal assessment. (END ACT)

Unit 2 How to be creative in design

While knowing what creativity is is important, it does not guarantee that you will be creative in your designs. The following tips will help you to be more creative in your designs:

Draw inspiration from other designers' work: There is a famous quote that says "Good artists borrow, great artists steal." When you need inspiration, look at what other designers have done before and redo it with your own twist.

Try new things: Very often, the best design ideas happen when you do something you have never done before. When you approach something new you have to rethink all your rules. This forces you to be creative.

Rather fail a lot than never: It is better to come up with lots of ideas (even if many of them are bad) than to try to come up with one good idea. The more ideas you have, the more likely you are to find a great one.

Change your perspective: Looking at an old topic from a new angle can give you new and interesting ideas.

Do not wait too long to get started: The longer and harder you spend thinking about the perfect idea, there less opportunity there is for your creativity to influence it.

Have fun with your designs: The best way to be creative is to make sure you are having fun. People are much more likely to be creative when they are enjoying themselves.

Make the design you would like to see: When you have trouble thinking of things other people would enjoy, ask yourself what you would enjoy. Chances are there are many people who would enjoy the same thing.

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Less is often more: Sometimes, the most creative designs are those that take away all the unnecessary details from a project.

Read and practise: The more you know and the more skilful you are, the more likely you will be to come up with creative ideas.

Focus on the work: While it is important to have fun, you should also try to stay focused. Great ideas can be lost when you are distracted.

(KW) Keywords

inspiration: being stimulated to do something creative (END KW)

(ACT) Activity 5.2 - Individual activity

1. Make your own five tips which you believe will help you be creative in design.

2. Give two examples of where you found creative solutions to a problem in the past.

Peer assessment: Swap your work with another student and assess each other's work according to a given rubric.

No

Assessment criteria

Rating achievement

1

2

3

4

5

1

Is the work complete and done according to the task requirements?

2

Would the given tips be effective in promoting creativity?

3

Did the given examples show creative problem solving?

(END ACT)

Unit 3 Analyse examples of creativity in design

Shapes and lines with different relationships can be combined to produce creatively designed and attractive work.

Various design elements can be used to make a work appealing. Different types of line are used to create patterns and rhythm. Shape is used to highlight and attract attention to information. Richness and dimension is added to the work by using texture. Meanwhile, space is used to either give the eye visual rest or to create a sense of excitement. Size us used to show the importance of certain elements and to make layouts functional, attractive and organised. All the important elements of the design are thus utilised to emphasise certain elements and to create visual interest.

(KW) Keywords

utilise: to make use of

differentiate: to show a difference (END KW)

The different components of design are also important. Colour is used to convey different moods and to differentiate between ideas. Pictures and illustrations are used to give the viewer information while also creating visual interest. Finally, typography is used to both give information and organise information.

(EX) Example

Clive's Pies is a great example of creativity in design. All the elements of design are used in some way in their packaging. Can you identify them?

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The lines of the packaging make the product stand-out, while the curve at the bottom allows the customer to see the product they are purchasing. The square shape of the packaging makes it easier to transport the packages (which shows that the designer considered the problem of transport and found a creative solution), while the roundness of the pots are there to make the product more comfortable to the consumer. Harmony and movement are created through the use of shapes at the top of each package. These shapes at the top of the package are balanced by having large white text at the bottom of a package. This is a very creative use of asymmetrical equilibrium.

Size is also used creatively on the packaging. Customers looking at the product can immediately see that it is Clive's "Pot Of" product. Similarly, the flavour of the product is given in a reasonably large font below that. What makes the text even easier to read is the high contrast between the white text and the dark package. Colours are further used to differentiate the products. As such, even without reading, customers will know which package is which flavour.

Finally, typography, illustrations and space are all effectively used. The big typeface with round edges was chosen to set customers at ease, while the font of the "organic" text gives the feeling that it was written by hand. The packaging is very busy and clustered which makes the product feel exciting. Finally, the illustrations at the top of the package add visual interest, allow you to differentiate between the products, and add to the feeling of movement.

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As such, the packaging is a very creative solution to a difficult problem: Making curry and stews exciting to consumers. (EX)

(ACT) Activity 5.3 - Group discussion

Together with your group from Activity 5.1, look for examples of creative design on the internet. Discuss with the group why these designs are creative.

Assessment: No formal assessment.

Unit 4 Create a creative design

Use the following tips as well as the information throughout this topic to help you apply creativity to all your future tasks.

determine the purpose of your design before you begin working on your layout

establish the message you want to present and plan your layout around it

choose an appropriate media form

identify the target audience you will be designing for and consider their interests

use different sizes of type for different elements

establish a hierarchy of type sizes for headlines, subheads, text, and so forth

be consistent with your formatting

make the most important element you want your readers to see the largest and the least important element the smallest

use grids to separate information into groups.

use different weights of type

use white space as a design element

call attention to lists of items by placing bullets in front of them

(ACT) Activity 5.4 - Individual assignment

1. Plan and create a creative label for a brand of orange juice and present. Use the following information to create your label:

Product name: Fruitos

Characteristics: 100% fruit juice; organically grown fruit; made in South Africa

Brand name: Fruits for Africa

Label size: 140mm x 80mm

2. Print out your label and present it to the class. Describe the decisions you had to make and how you solved any problems you had.

Class assessment: The class will assess your work using the following rubric:

No

Assessment criteria

Rating achievement

1

2

3

4

5

1

Is the work complete and done according to the task requirements?

2

Was the learner prepared for the presentation?

3

Was the label creative and well made?

4

Did the learner include all the relevant information on the label?

(END ACT)

Module summary

In this module, you have learned that:

creativity is not the same as originality

creativity is seeing unique connections between things

creativity requires both knowledge and ability

you can draw inspiration from other designers' work

you should not be scared to fail

less is often more when it comes to design

creativity can be analysed by examining at how the creative components, features and principles are used

it is easier to make creative designs if you follow some tips

Summative assessment

Theoretical assessment

Answer the following questions in your own words.

1. List and describe ten tips that can be used to improve creativity in design. (20)

Draw inspiration from other designers' work: There is a famous quote that says "Good artists borrow, great artists steal." When you need inspiration, look at what other designers have done before and redo it with your own twist.

Try new things: Very often, the best design ideas happen when you do something you have never done before. When you approach something new you have to rethink all your rules. This forces you to be creative.

Rather fail a lot than never: It is better to come up with lots of ideas (even if many of them are bad) than to try to come up with one good idea. The more ideas you have, the more likely you are to find a great one.

Change your perspective: Looking at an old topic from a new angle can give you new and interesting ideas.

Do not wait too long to get started: The longer and harder you spend thinking about the perfect idea, there less opportunity there is for your creativity to influence it.

Have fun with your designs: The best way to be creative is to make sure you are having fun. People are much more likely to be creative when they are enjoying themselves.

Make the design you would like to see: When you have trouble thinking of things other people would enjoy, ask yourself what you would enjoy. Chances are there are many people who would enjoy the same thing.

Less is often more: Sometimes, the most creative designs are those that take away all the unnecessary details from a project.

Read and practice: The more you know and the more skilful you are, the more likely you will be to come up with creative ideas.

Focus on the work: While it is important to have fun, you should also try to stay focused. Great ideas can be lost when you are distracted.

2. Find an example of a creative media design. Write an essay of no more than 250 words on why it is creatively designed. Hand the essay in along with the chosen example. (20)

No

Assessment criteria

Rating achievement

1

2

3

4

5

1

Is the work complete and done according to the task requirements?

2

Did the essay show a good understanding of creativity?

3

Did the essay highlight the creative use of design principles and features?

4

Did the essay highlight the creative use of design components?

Total marks: 40

Practical assignment

Assignment 1: Create an event flyer

Create a creative event flyer for an artist or band of your choice. Make sure you pay attention to the design features and principles and that you creatively use the different components of a layout. The design specifications are:

Flyer size: 210mm x 99mm, 72 dpi

Saved in PDF format

Lecturer assessment: Your lecturer will assess this assignment.

No

Assessment criteria

Rating achievement

1

2

3

4

5

1

Is the work complete and done according to the task requirements?

2

Did the flyer creatively use design principles?

3

Did the flyer creatively use design features?

4

Did the flyer creatively use design components?

5

Is the overall flyer design creative and original?

Sources

http://char.txa.cornell.edu/language/creative.htm

http://www.fastcodesign.com/1669326/how-to-steal-your-way-to-creative-success

http://naldzgraphics.net/design-2/15-tips-on-how-to-retain-designers-creativity/