Assessment of Creativity in Apparel Design

Abstract

This study examines creativity and vividness of imagery of students in a fashion illustration course. It was predicted that students who experienced vivid images (versus less vivid images) would draw more creative designs after a visualization exercise. Students responded to Betts' Vividness of Imagery Scale and participated in a visualization exercise, then were asked to sketch an apparel design using the exercise as inspiration. Designs were rated on creativity, aesthetic appeal, functionality, appropriateness, and originality. Reliability of judgments of creativity indicated that judges agreed on degree of creativity of the designs. Overall faculty ratings correlated with student ratings, but each student's own rating of the creativity of his or her design did not correlate with faculty or other students' ratings, suggesting that participants may be less objective in rating their own work. Vividness of visual, auditory and tactile imagery correlated with ratings of creativity. Ratings of creativity correlated with ratings of originality and aesthetic appeal whereas functionality ratings correlated with appropriateness ratings. Previous research supports further investigation into the relationship between vividness of imagery and creativity using participants who have been recognized or acknowledged as creative in a specific area or subject.