Creativity involves breaking out established patterns to look at things in a different way. Anyone can make the simple, complicated. Creativity is making the complicated simple. Creativity is the ability in man to bring something new into existence. It is closely linked with imagination which involves dreaming and seeing vision.

Creativity is characterized by intensity of awareness, a heightened conscious. When we create, we experience the actualization of our own personalities which is very essential to shape our future in positive manner.

What is applied art?
Art, which is used to solve the problem of visual communication is known as applied art. Earlier art was recognized only to please the eyes of viewers and propagate the religious beliefs as per direction of the rulers of various dynasties from the Gupta dynasty to British period.
But now applied art has become a new profession. Through applied art, relevant tradition can be turned to current advantages which is an important benefit in countries with a rich cultural heritage like ours. The main role of the applied artist is to develop concepts, designs, and market strategies and communicate them through various media and offers a creative solution in terms of visual communication.

Creativity in applied art
Latest research in education and psychology has found that creative work is the result of a magical combination of intuition and experience. Creative process in applied art is a dynamic relationship through which an individual is engaged in putting together objects and ideas that are outside him. He manipulates elements of design i.e.lines, colours and forms and organizes them in relation to his perception, sensitivity and understanding of product . Creative work in applied art is characterized by novelty, originality, or imagination. Original work is work that has not been done before, something novel. Imagination in applied art, the ability to form a mental image of something, is the process by which people get ideas about product. Ideas in art can be considered original if they are not produced previously. An idea can be original in the sense that you have never thought of it before.
Creative experience through the applied art (advertising) offers aesthetic satisfaction to the artist and fulfill the requirements of advertiser who wants his product to be come out from the clutters of the advertisements in the market. Creative process can not be experienced simply by making a design with art materials, nor can it be achieved merely by knowing information about the market & product.

Aim of creativity in applied art
Applied art with the help of creativity can create new forms, new patterns and new symbols which can solve the visual problems. We need new concepts in government and administration, education and health care, crime prevention, and protection of environment. These new concepts demand creativity and applied art can unfold the creativity at maximum optimal level. In that way creativity can play important part in building a new society. The main aim of creativity is to highlight the message of the product from the clutters of the competitors advertisements.

Scope of applied art
Applied art is one the fastest growing industry. After the entry of multinational companies (MNCs) in the national market, the competition has become keener. Companies have been releasing a new product almost every day. Well designed products are needed and must meet the buyers expectation with regard to aesthetic looks.
Applied art has gained more importance in recent times due to a boom in consumer goods. Therefore many opportunities have opened up for graduates, post graduates and diploma holders in applied art as directors, creative artists, visualisers and graphic designers in the advertising field. If applied artist can think in new ways and beyond the imagination then there is limit of sky of earning.

The following reputed universities or institutes are providing education in applied art from diploma to post graduate degree:
1) College of Art, 20-22, Tilak Marg, New Delhi-110001
2) Indian Institute of Technology, Powai, Mumbai-400076
3) National Institute of Design, Paldi, Ahmedabad -380007
4) Sir J.J.School of Art, Dr. D.N. Road, Mumbai-400001
5) Faculity of Fine Arts, M. S. University of Baroda, Pushpa Buag, Vadodara-390002
6) College of Fine Art, Jawaharlal Nehru University, Hyderabad
7) Mudra Institute of Communications Ahmedabad (MICA), Ahmedabad-380058

(The author"Bijender Singh Chauhan " is Sr. Lecturer, Deptt. of Applied Arts, College of Art, New Delhi)