Creativity (the generation of new ideas and forms that provide valuable solution to a given problem often from an existing idea, knowledge and object) is indispensable in form generation. It determines to a large extent the aesthetic and functional products the artist and designer produce that immensely impact on our everyday lives. A key challenge facing the artist and designer is how to use understanding of the creative process (albeit, adocumented process with prevalent unawareness) to optimize creativity in the course of form generation. Therefore, this paper focuses on how to optimize creativity in the process of generating visual form using Hurlburt’s model of the creative process. It employed qualitative research method, which utilized the Critical-Historical-Analytic examination and Content Analysis. The paper introduced the reader to the need for optimizing creativity in order to generate aesthetic and functional visual forms. Also, it thoroughly examined the creative process that affords visual forms. Furthermore, the paper showed how creativity was employed to explore, combine and transform past and existing forms into new aesthetic and functional products.