Abstract
The reason why people have different creativity quality levels may depend on their different performances relating to other cognitive factors that are important for creativity. This study was designed to identify the performance of three cognitive factors (recall, association, and combination) that a designer may use in a creative process and then identify how the differing performance for these cognitive factors will affect creativity quality levels. Seventy-one participants were recruited to undertake a design task and complete a semi-structured interview. The results indicate that, in a creative design process, similar performances in recall, association, and combination can result in differences in creativity quality level.