Vol. 4, No. 1, Design Management Journal 2008

Yong Se Kim, Creative Design Institute, Sungkyunkwan University, Korea; Myung Sook Kim, Creative Design Institute, Sungkyunkwan University, Korea; Douglass J. Wilde, Design Division, Stanford University

Cognitive preferences can be related to the creativity required for design tasks. In this paper, personal creativity modes are described from a cognitive preference theory perspective, and the design activity characteristics related to personal creativity modes are identified. Personal creativity modes are further explained using the way individuals in design teams perceive their own characteristics. In addition, the nature of team interaction is analyzed and compared using a design team of students of diverse personal creativity modes and a design team of students with similar modes. From this, we conclude that design team creativity can be constructed and managed by exploiting the personal creativity modes of team members.

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