Hidden dimensions of creativity elements in design process

The aim of the study was to determine the items that can be evaluated as the components of creativity in design process. Factor analysis was applied to determine how well the items corresponded with the explored creativity characteristics. An overall component analysis was conducted to achieve a holistic approach to creative design process. It is found that the primary dimension responsible of 46% of the total variance is only composed of product components. The second dimension responsible of 19.54%, and the third dimension responsible of 14.46% of the total variance are both composed of the interaction of person and process components. Therefore, it can be concluded that the product is the strongest factor in determining creativity in design process. © Taylor & Francis Group, LLC