Abstract
The objective of this paper is to capture the essence of design creativity by focusing on design insight and design outsight In this paper, it is shown that design insight and design outsight consist of two viewpoints: criteria and motive. Based on the reviews and discussions on design insight and design outsight, the design process is classified into three categories: artistic design process, creative design process and systematic design process. We define a combination of the artistic design process and systematic design process as the creative design process, and the nature of this process as design creativity. Finally, it is concluded that design creativity involves the integration of design insight and design outsight.
