Scientific and creative components of design and current challenges to professional creativity

The authors' research scope includes the professional activities of designers and managers. These activities being a synergy of a creative and an analytic approach, the authors focus on the scientific analysis and the creative process as essential and foundational for professional activities of creative occupations. In the article, the authors analyse the correlation of the scientific and creative components in modern design. The authors raise the issue of technocracy pervading creative activities and link the problem to the active application of computer technologies to creative processes. The authors dwell on the content of such concepts as "scientist" and "artist", "creativity" and "execution" in science and arts, demonstrate the unity and contradiction between the individual-personal and the technocratic in science and arts, discuss the processes of technocratization of creative occupations and a search for a balance between market and human interests, an identify the advantages and challenges that technocratization (or "technical extension of man") offers. Creativity and marketing management are considered in the article as united by design goals and methods. The authors emphasize that modern society is a product of the human mind, creativity and modern technologies.