论平面设计的创意性

On the Creativity of Graphic Design

英国艺术家赖恩·爱诺给艺术下过一个准确的定义，即在欣赏艺术时，不要把它们看做是客观存在的物体，而应该是某种体验的出发点，而设计中的创意也正是基于这个出发点。

Creativity is the soul of design. Some people think that creativity is only inspiration, but in fact it is not. Take the creative process of commercial advertising as an example, it is information collection first, followed by marketing research, end-price and target consumers positioning, based on which, the designers are able to decide what to express and begin to start the creation. For designers, the skills of collecting information can be obtained through training, but the capability of creativity can only be achieved through the designers＇ understanding on the nature, the life and the world. Creativity is a process, it has many possibilities. The final result may vary according to the environment and the people. It is in this changing situation that the designers become more flexible in their way of thinking and enjoy the fun of creativity in the many possibilities.