Design has evolved into a wide-ranging subject, its core areas (graphic, interiors, product, web and services) are a fraction of its extensive outcome which has grown into a specialized field of knowledge. Correspondingly, design education has also reformed, methodologies and complex assignments nowadays involve art, communication, materials, technology, processes and human interactions in the development of products and services, emphasizing understanding above information. Globalization has become an inevitability; designers are required to recognize the responsibility and opportunity that comes with creation these days.

Cultural expressions have created a demand in design schools to foster understanding of global culture, encouraging students to ask questions and develop an awareness of an ever-growing wide-ranging ideologies, thus addressing a variety of subjects without prejudice of individual beliefs. Nowadays, learning and sharing experiences has led to explorations, passions and providing to meaningful results. Civilization is shaped by cultural interactions resulting from correlations between users and products/services, judging these as good/bad, beautiful/ugly and that depend on a specific background and distinct interpretation.

“Culture in the broad sense encompasses multiple forms and manifestations (art, architecture, dance, design, cinema, entertainment, fashion, gastronomy, history, luxury, literature, music, theatre, technology, photography, etc.) and represents considerably much more than merely a trend, it is usually the uppermost form of representation of any given civilization.”

The creative process depends profoundly on previously acquired cognitive knowledge (culture and values). This usually originates within a cultural context that provides subjects (visual, audio, kinaesthetic, etc.) but requires the interpretation and understanding of both the designer and end-user.

Cultural blindness impairs individuals to develop creative thought and consequently innovative solutions. The issue presents itself, how to foster creativity in design students, many of them unaware of their cultural background, overcoming the fear of failure and developing curiosity by means of research methodologies and engaged discussion that foster a mindfulness about design.

Keywords Design studies, creativity, cultural awareness,

References

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• Freedman, Kerry (2003) Teaching Visual Culture: Curriculum, Aesthetics, and the Social Life of Art. Teachers College Press, Columbia University.
• Horibe, Frances (2001) Creating the Innovation Culture: Leveraging Visionaries, Dissenters & Other Useful Troublemakers. Wiley
• Lois, George (2012) Damn Good Advice (For People with Talent!): How to Unleash Your Creative Potential by America's Master Communicator. Phaidon
• Nobel, Ian; Bestley, Russell. (2016). Visual Research, an introduction to research methods in graphic Design. 3rd Edition. Bloomsbury Publishing PLC.