Our aim here is to investigate whether ‘improvisation’ rather than the old concept of individual ‘creativity’ is more relevant to creation of attractive web designs for the modern rational consumer. Working in design studio formats involves collective group-based aesthetic decisions or ‘team work’ which reduces subjective choices and invites spontaneous improvisation of visual formats – or templates. We investigated two separate groups of apprentice in web design practices to assess creative satisfaction in web design assessments. Our study indicates that improvisation and committed adaptability to collective decisions is more conducive to creative tasks in web design, irrespective when compared to preferences that artists possess on a personal level.
Ключові слова: creative process, web design, team works