Creativity is a critical aspect of competitiveness in all trades and professions. In the case of designers, creativity is of the utmost importance. Based on the perspective of industrial design, the relationship between creativity and time pressure was investigated in this study using control and experimental groups. In the first part of the study, fuzzy theory, the Creative Product Analysis Matrix, the Analytic Hierarchy Process, and Consensus Assessment Techniques were integrated to establish a method to evaluate creativity in industrial design. Moreover, the experimental and control groups were compared using three tests: the Torrance Tests of Creative Thinking, the product concept development test, and the product aesthetic development test. Six hypotheses were examined. Based on an analysis of the results, suggestions are offered to improve creativity management. The suggestions can serve as reference for creativity management of individuals, groups and companies in order to make the concept generating process more efficient.