好的創意需要有好的設計,才能夠彰顯它的價值.橙果設計董事長蔣友柏表示,創意和設計應該要分開來談,創意是一種想法、一種創新,而設計則是把武功變成武器,好設計就像是武俠小說裡的功夫,從有招練到無招,然後見招拆招.
蔣友柏指出,創意用在商業行為,必須是一種策略性思考,而策略的形成,必須考慮到營運、成本、回收總總條件,才叫商業創意.Good creativity requires good design to accentuate its value. According to DEM Inc. Chairman Demos Chiang, creativity and design should be considered separately; creativity is a type of thinking and innovation, while design transforms one’s skills into weapon. Good design is akin to Kung Fu in a martial arts movie, where one must constantly refine his/her skills from set moves to freestyle moves, and then resolves the opponent’s moves accordingly.
Demos Chiang suggests, when creativity is applied in commercial behavior, it must be in the form of strategic thinking, while the development of strategy must take into consideration factors such as operation, cost and payoff etc. Only then can this be referred to as commercial creativity.