Differences in Creative Design Assessment
In the context of today‘s highly competitive society, brands need to attract the audience‘s attention in ways that are assessed as attractive and creative. It is therefore essential to investigate the process of assessment of creative designs, in order to know which criteria guide judgments on creative productions. In this paper, we especially explore such judgments when they are made by different kinds of actors involved in design. More precisely, the objective of this study is to investigate how judges‘ creativity assessments are influenced by their professional backgrounds. To analyse the criteria that contribute to judges‘ understandings of creativity, we asked twenty two judges with different backgrounds (designers, design teachers, art directors and a typical audience) to assess productions in the field of visual communication design. Besides giving an overall creativity score, they were asked to use specific aesthetics, originality, brief-appropriateness and audience-appropriateness. The results allow us to understand how judges‘ ratings vary depending on their backgrounds. Therefore, this paper contributes to better understanding of criteria that guide assessments of products‘ creativity.