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[ Volume 27 Number 2 October 2017 ]
   
   Tensions in Creative Products: Using the Value Square to Model Functional Creativity
  Carsten Deckert
   Deckert(272-7).pdf (459.3K), Down : 2, 2017-10-26 11:43:47
Abstract :
The standard definition of creativity is based on a tension between originality and effectiveness. The paper explores how this tension pervades functional creativity as defined by creative product scales. To achieve this, the so-called value square (“Wertequadrat”) developed by Helwig (1967) and Schulz von Thun (1998) is used. The value square balances a value with its counter-value. The author identifies two tensions – the tension concerning style and novelty and the tension concerning resolution and novelty – which both represent the tension between effectiveness and originality of the standard definition. Furthermore, a tension within effectiveness is identified – a tension concerning style and resolution. The first two tensions relate to the perceived product attributes compatibility and relative advantage, the last tension to complexity and relative advantage. The implications of these tensions for product design are discussed and as a conclusion, a dilemma of customer insight is developed.

Key words : Creativity, Products, Value square, Functional creativity

   

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