tailieunhanh - Design Creativity 2010 part 23

Design Creativity 2010 part 23. What is ‘design creativity’? It is impossible to answer this question without considering why human beings can – and do – ‘design’. Design creativity is instrumental in not only addressing social problems faced across the world, but also evoking an innate appreciation for beauty and a sense of personal contentment. | Creativity Depth and Breadth Barbara Tversky and Juliet Y. Chou Columbia University USA Abstract. Creativity is an elusive concept. Indeed there are those who believe it cannot be studied as if the heat of the microscope would destroy the specimen. Nevertheless it is accepted by many that at a minimum creativity entails the generation of ideas that are both original and appropriate. Creativity then entails both divergent and convergent thinking. Here we investigated divergent and convergent thinking in a task in which participants are asked to provide many interpretations of ambiguous suggestive sketches. Switching attention among the sketches encouraged divergent thinking whereas focused repeated attention to interpreting a single sketch encouraged convergent thinking. Keywords design problem solving convergent divergent fixation 1 Design as Problem Solving Insight and Incremental Problems Design thinking is a kind of problem solving e. g. Simon 1969 but unlike the sorts of problems studied in the laboratory. Typically in the laboratory two kinds of problems are studied insight and incremental e. g. Metcalfe and Wiebe 1987 . Insight problems are like those that faced Kohler s chimpanzee Sultan. He was not tall enough to reach the banana. After much pacing he suddenly picked up a crate in his cage moved it under the banana stood on the crate and reached the banana. In solving such problems people--and chimp--often try many different unrelated directions until a sudden flash of insight brings together the elements needed to solve the problem. The flash that solves the problem comes without any prior intuition that a solution is imminent Metcalfe and Wiebe 1987 . Similar to magic tricks the solutions to insight problems are typically in no way related to the other directions pursued. Like the insight problems studied in the laboratory design problem solving often requires insight and in fact requires insight often but rarely will a single flash bring together all