Uncovering the creative dimensions of computer‐graphic design products

Does a graphic designer's use of computer graphic technology (CGT) instead of more traditional methods improve the creativeness exhibited by the finished product? In this study, the combination of human interaction with CGT is proposed to enhance creativity in the product. Products were obtained from two undergraduate graphic design courses, one specializing in computer graphic technology, and the other in conventional graphic design methods. Four student assignments in each course produced four successive product sets for evaluation and analysis. Differences were tested with MANOVAs. Data were obtained from professional graphic designers using the Creative Product Semantic Scale (Besemer & O'Quin, 1986, 1987; O'Quin & Besemer, 1989). The results supported the proposition, particularly in the fourth product set with CGT products judged significantly more organic and wellcrafted than traditional products. The results provide insights into the development of future creative human/computer systems.