기업에서 원하는 디자인 인재는 탁월한 조형 능력뿐만 아니라 새로운 가치를 창출 할 수 있는 능력도 지녀야 하므로， 디자인대학에서는 다학문을 통한 융합지식을 넓혀 주고 전공 학생들의 각기 다른 창의성과 개성이 발휘될 수 있도록 능력을 계발시켜야 한다. 동시에 이 세상을 따뜻한 사랑의 마음으로 품고， 공공의 가치를 실현하는 사회 구성원으로서의 성취감을 느낄 수 있도록 그들의 내적 동기를 어떻게 부여할 것인가 하는 것이 창의적 디자인교육의 과제라 할 것이다. 창의성의 발현 요소로는 지식과 경험， 창의적 사고력， 내적 동기 이렇게 세 가지가 있다(장재윤 외， 2007: 139). 여기서 지식과 경험 및 창의적 사고력 분야에 대한 연구 는 매우 활발히 진행되고 있으나， 내적 동기에 대한 연구는 상대적으로 소외되어 있 다.
The purpose of this paper is to prove that the goal to creativity can be sufficiently achieved when the designer is aware of the worth of his contribution to the society along with intrinsic motivation reinforcement to improve creativity. However the paper mainly focuses on local cooperation system and environmentproduct design in order to make clear the theme 'public value system'. The main features are the relationship between creativity and design, intrinsic motivation reinforcement for development of creativity, and case studies. No matter the field is practical or disciplinary, the creativity of the designer strengthens within recognition of his contribution to the society and it's worth. For the case study, I will introduce a college Design competition on the topic of Design for Environmental Improvement, and it's positive recognition from other people. Students were happy while they participated in the competition, knowing that they could contribute to the society, and they were satisfied with the result in which they could be recognized as young potentials and creative designer. This case study proves the possibility of creative design not only Design for colleges but also companies. The designer has to be in consumer's shoes in order to understand them better. What he needs is intrinsic motivation and effort to understand. Because the respect and effort to understand develops intrinsic motivation, and then comes the creative design as a result.