Changing conceptualisations of creativity in design

A critical dimension of a designer‟s work is the search for novel or original solutions to problems; it is about imagining and synthesising new possibilities. As such, a key element of design is creativity. Understanding creativity and how to enhance creative performance is therefore of great importance to the design disciplines. Nonetheless, questions regarding the concept and phenomenon of creativity as it relates to design remain relatively underdeveloped. This paper considers the main approaches to creativity within the design disciplines and the changing nature of conceptual thinking regarding creativity in design.