Creativity of products as meant by ordinary people: to what extent do novelty and usefulness matter?

In the design literature, creativity of products is recognized as a combination of novelty and usefulness. However, this mainly applies to the engineering field and within a community of experts. This study investigates how ordinary people understand creativity embodied in products. In an experiment with 70+ participants, 8 products and 5 metrics were dealt with. Novelty resulted as the main predictor of creativity. Usefulness turned to play a minor effect on perceived creativity. It emerged that usefulness has to make ordinary people like a specific product in order to link it to creativity.