Abstract
Mood boards are used frequently in design and product development as well as in academic courses related to fashion design. However objectively evaluating the creativity of fashion design mood boards is often difficult. Therefore, the purpose of this investigation is to examine reliability of a digital consensual assessment instrument measuring creativity, using expert (from related domains) and non-expert raters (students). Creativity measures were compared with the mood board themes to further investigate any relationships between mood board types and the consensual assessment. Independent samples t test comparing group means indicated expert raters evaluated the mood boards significantly higher in creativity than the non-experts, t (99) = −6.71, p < .001, (95% CI −.57, −.29), while Pearson correlation results indicate a significant relationship between the two groups of raters, r (50) = .33, p < .01. ANOVA results for all raters indicated a significant difference between the five subject matter categories; F (4, 95) = 4.64, p < .005. Overall, expert and non-expert raters reported significant reliability, which further supports prior research using consensual assessment for creativity measures across domains.
Highlights
Fashion mood boards are fundamental tools in design and merchandising fields
Research examining the evaluation of mood boards, namely creativity and expression of thematic elements, is lacking, perhaps because of the subjective nature often present when representing through visual means a feeling or idea (McDonagh and Storer 2004)
Defining creativity In beginning research into the relationship between creativity and fashion design mood boards, the initial complexity of this relationship is the various definitions of creativity offered across domains
Summary
Fashion mood boards are fundamental tools in design and merchandising fields. Using color, texture, image, form, and sometimes objects, mood boards bring to visual life a feeling or sentiment (Garner and McDonagh-Philp 2001). Conceptual mood boards are typically non-product specific and include a range of images creatively representing a theme or idea These images set an overall feel for the Freeman et al Fash Text (2017) 4:17 project and are utilized as a creative source of inspiration or the exploration of project/ product ideas (Cassidy 2008). Fashion has slowly climbed from a utilitarian artifact with functional appeal to creative applied arts, with exhibitions in the finest museums around the world With this rise to new creative heights, there exist a deficit in understanding and evaluating creative outputs, starting with the concept mood board stage, in the current research. Results from the CAT will be compared with mood board themes to further investigate any relationships between themes/ideas and consensual assessment
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