Visual Creativity Across Cultures: A Comparison Between Italians and Japanese

Culture-related differences in visual creativity were investigated, comparing Italian and Japanese participants in terms of divergent (figural completion task) and product-oriented thinking (figural combination task). Visual restructuring ability was measured as the ability to reinterpret ambiguous figures and was included as a covariate. Results showed that in divergent thinking, Italians only outperformed Japanese participants in elaboration and in product-oriented thinking in terms of originality of products. Visual restructuring ability was found to play a key role both in originality and practicality of products. Both groups scored the same in terms of fluency, originality, and flexibility of visual divergent thinking, as well as in term of practicality of creative products. These findings are consistent with the idea that Italians and Japanese have the same creative potential, although from the early stages of the design Japanese seem to show a greater tendency to take practicality constraints into account when creating in the visual domain.