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Abstract: The article emphasizes the importance of the study of artistic activity in the context of formation of creative qualities of a person. It also considers artistic creativity in the narrow and broad sense that allows one to explore the orientation of creativity on the final product, which is a work of art. It is proposed to identify professional artistic creativity as student activity in the field of decorative arts in the process of creating a subjectively new product or work, in which he/she puts the obtained knowledge, acquired skills and habits. A new artistic image and an emotional attitude to the work of art are born as a result of this process. The work emphasizes a number of peculiarities inherent in artistic creativity. The specificity of product creation in the decorative applied art leaves its mark on the important qualities of a personality. The emergence of new images and ideas as a result of creative process is directly associated with imagination and fantasy. Attention is drawn to the proximity of high emotional susceptibility in children and in adult painters. Consideration of artistic creativity in the field of fine and decorative arts is believed to be significant enough. In conclusion, the article outlines a group of significant qualities for creative development of personality of a professional, selected on the basis of work with future artists of decorative arts and crafts.