Does following established patterns increase or decrease creativity?

 

From the article "Ask any creative director of any advertising agency and he will tell you that creative ideation is a highly complex thinking process — difficult to institutionalize and control.
Or…maybe not."


"An experiment conducted by an Israeli research team in 1999 shows that even in a complex thinking process certain patterns of creativity emerge. The team assembled a group of 200 award-winning, highly regarded ads, and after studying them, decided that 89% could be classified by just six templates. (Just like the “seven basic plots” that all stories follow.)"