What is Design Creativity?

Background Creativity is dealt with in the field of psychology and is the center of the design domain. To intuitively embody ideas from priori concepts based on perceptions, experiences and sensibility, design creativity is transferred as one of the solution sets to ill-structured problems in a semi-autonomous condition. Since research on creativity in design deals with one of the themes in design methodologies, an in-depth study, as a large room filled by the scientific approach, is needed. Methods The purpose of this study is to define creativity in design and to understand the articulation and position of design creativity from circumjacent information and knowledge, cognition and experience, and intuition. Accordingly, the study characterizes design creativity in the 21st Century as the age of knowledge integration and expands the meaning. Based on various empirical studies and case studies, this study employs deductive reasoning and qualitative research methodology in order to clarify the argument. Diagrams are used to imply and complement discussion and to help the reader understand creativity in design. Results Creative outputs from design come from various solutions, which emerge from the problem definitions of existence. In this process, creativity is the most necessary virtue. Creativity is regarded as the main theme of design methodology. Furthermore, creativity requires an integrated design solution in order to find out design problems that have occurred in different phases and multi-disciplinary areas. Thus, creativity in design is inherently essential. Since design is a science that employs intuition and intelligence and a universal art for a large number of people, design creativity is expressed as an appearance of solutions that specify some ideas based on cognition and experience. Presently, design creativity is connected and promoted in fourth generation design thinking, which demands the process of inter-professional collaboration in a transdisciplinary dimension. Conclusion Design creativity appears through connection, migration and integration of cognition, intuition, knowledge, experience and the senses of existence. However, design creativity can also be defined as a creative solution oriented towards innovation, which is based on effectiveness and initiated by innate motivation, reflection and transference of contextual factors.