Insights on Metrics’ Correlation of Creativity Assessment for Museum Cultural and Creative Product Design

Abstract

The museum’s cultural and creative industries face some problems in the product aspect. The dominant issues are the phenomenon of product homogenisation and the shortage of creativity in the product. Herein, several questions underlie this phenomenon and problem: (1) What does cultural creativity mean when referring to museum cultural and creative products? (2) What measurements can we take to evaluate creativity? and (3) Can we calculate an overall creativity score for museum cultural and creative products to guide design decisions? Unfortunately, after reading the literature, few answers have been discovered. We explored as many potential metrics and models as possible in this realm of creativity research, highlighted some potentials and invited 224 participants to verify through a survey using 5-point Likert Scales. From the survey results (Cronbach α = 0.95), we found: (1) There are gender and experience differences in the measurement of creativity; (2) The products with high creativity share the same order of six metrics; thus, there may be a “recipe” for improving product creativity; (3) In cases of high creativity product, Emotion is the leading dimension; thus, this dimension may be dominant in creativity assessment; (4) Novelty is not predominant in the sample assessment, and this phenomenon may happen in other museum’s cultural and creative products; (5) Usefulness is easily influenced by other factors, which may include the preferences and interests of customers; (6) Importance ranks the last in all dimensions among all products and this may be caused by the fact that we used products with the same function.