The objective of this article is to analyze the influence of human factors on generation of ideas in an enterprise of the graphic sector; the research strategy is the case study; data was recollected through creative techniques, cognitive styles test, quality criteria, participant observation, multimedia resources and interviews; mixed factor design and grounded theory were used for the analysis. This study revealed the importance of creative techniques to stimulate creative thought and human factors (cognition, personality and motivation defined by emotions) in the generation of quality ideas for innovation.