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Eglė Počiuipaitė

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Open access Oct 2026

The novelty myth as a normative model of creativity: a critical study of design practice

This article examines how creativity is understood within contemporary graphic design practice, arguing that it is increasingly reduced to the continuous production of novelty. While creativity research generally treats novelty alone as insufficient to constitute creativity (Amabile, 1996; Boden, 2004; Runco & Jaeger,...

Eglė Počiuipaitė · 0 citations

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