AN EXPLORATION OF THE ROLE OF CREATIVITY IN CROWDFUNDING PRODUCT DESIGN PROJECTS

Abstract

Crowdfunding is becoming increasingly popular for funding projects, particularly in the domain of product design, by asking a large group of people. Previous studies have indicated that creativity plays a significant role in product design and is considered an important factor of success for new product design and development. However, these studies have not explicitly explored the role of creativity in crowdfunding product design projects. This paper investigates this issue by conducting a case study employing expert evaluations of selected successful and unsuccessful crowdfunding product design project samples. The results of the study show there is a positive relationship between the creativity of a product and the success of its crowdfunding campaign. Therefore, creativity can be considered a success factor of crowdfunding. The study also suggests creative products, especially useful ones, might have more potential to attract people's willingness to fund them. This paper has contributed to the research on design, creativity, product design and development, and funding business models. Most importantly, this paper has raised the significance of creativity in design and business.