rt in their field and have strong knowledge to properly guide the design team and create an environment that is conducive to creativity, innovation and stimulation of new ideas (Paulus & Nijstad, 2003). In other words, the art director serves as a project manager, designer and coordinator of all design activities in order to achieve the best possible end-product for the customer. Without a strong art director, a design team may not have clear direction or have the tools necessary to instill creativity and innovation for all projects.
Perhaps the most difficult challenge for the art director is to implement a creative environment while balancing the challenges of group creativity theory and all of the variables associated with group dynamics. There are many external, social and psychological factors that can impact a design team’s ability to think creatively. Furthermore, the politics of a creative team can impact the group creativity because individuals begin to compete over whose ideas are more creative. One issue that can arise is an over-abundance of ideas that can actually reduce the positive creativity that is desired within a group collectivity situation (Goncalo & Staw, 2006). In this situation, it is highly important for the art director to utilize the control and organizational power awarded by the position to continue to harbor good ideas while reducing the opportunity for too many ideas to have a negative impact on group creativity. In the end, a choice must be made and the group must push forward to produce a strong website that is both creative and to the customer’s approval.
Due to socio-psychological issues stemming from criticism in the workplace, there is often a serious issue that confronts group creativity. Many employees shut down their creativity when their own work has been criticized, in which case, directors often avoid criticizing work which negatively impacts the quality and abundance of creativity (De Dren et al., n.d.).