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http://dx.doi.org/10.7469/JKSQM.2016.44.4.855

Creativity evaluation of design concepts using AHP  

Seo, ChangWon (Department of Industrial Engineering, Sungkyunkwan University)
Park, Young T. (Department of Industrial Engineering, Sungkyunkwan University)
Publication Information
Journal of Korean Society for Quality Management / v.44, no.4, 2016 , pp. 855-867 More about this Journal
Abstract
Purpose: Evaluation of the creativity level of design concepts. Methods: 14 winners of design concepts area of the 2015 Red dot Award are used to evaluate the creativity level of design concepts. Among the 14 winners, one is the highest award (; luminary) winner, 4 are the second highest award(; best of the best) winners, and the remaining 9 are winners. AHP model was developed to evaluate the creativity levels of design concepts, and applied to the 14 winners of the reddot award. Results: Originality and practicality have been used to evaluate creativity level of new product ideas in the previous study. In this study, it is identified that originality is composed of innovativeness and topicality, and practicality is composed of utility and realizability. The design concepts which won higher level awards have higher level of originality. Among the two dimensions of originality, topicality has more significant relationship than innovativeness. Conclusion: The design concepts with higher level of originality, especially higher level of topicality, have a fair chance to be recognized as creative. It is notable that higher level of originality does not guarantee higher profit. According to the previous studies on the commercial success of new products, practicality is more important than originality.
Keywords
Creativity; AHP; Design Concepts; Red Dot Design Award;
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Times Cited By KSCI : 4  (Citation Analysis)
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