Submitted in fulfilment of the requirements for the Degree of Master’s in Graphic Design, Durban University of Technology, Durban, South Africa, 2015. / The primary objective of this study was to find out how practising graphic designers maintain creativity in a digital environment. The study also investigated three factors that may positively influence their creativity. First, whether practising creative experimentation outside commercial constraints positively impacts a designer's ability to produce creative design. Second, how drawing assists original design. Third, whether enriching sensory stimulation helps graphic designers maintain creativity. An action research method was used. The project reviewed current literature and gathered empirical data through qualitative interviews and a workshop. In addition, a practical component was developed that consisted of drawings made from observation, drawings as concept experiments and examples of a commercial design and illustration. Results proved that creativity is a multifaceted phenomenon, and it plays a pivotal role in contemporary graphic design. The three factors, practising creative experimentation, drawing, and sensory enrichment, proved to be beneficial to the creative abilities of graphic designers. The study concluded by acknowledging the challenges of the digital era within the field, and the importance for practising graphic designers to maintain creativity.

The intent of this thesis is to focus on evocative objects to explore what is lost in the transition from tangible to digital and how personal meaning is altered by digitalization. "We are witnessing the sudden dematerialization of our arts and entertainment, their transfer from unique artifacts to universal on-demand screen availability."1 As we replace objects like photographs, books and music CDs with intangible digital versions, social and physical experiences get reconfigured. With more time being spent on-line, there is a growing emphasis on exchanging digital content and the network of self-projections shared virtually. As we continue towards an increasing digital environment, understanding emerging socio-cultural practices can provide insight into new directions for graphic design. / by Lenny C. Salas Moreno. / Thesis (M.F.A.)--Florida Atlantic University, 2013. / Includes bibliography. / Mode of access: World Wide Web. / System requirements: Adobe Reader.