Refers to a clever or original concept, scheme, or arrangement, often for an event, product, or creative work.
We work out the concept for the new product.
The party's theme/plan was interesting.
Colloquial use for personal taste or preference; often interchangeable with 嗜好 (しこう) but less formal.
See also: 嗜好
His tastes are a bit unusual.
Musical preferences vary from person to person.
I worked out a creative plan for the party.
I chose the dishes to match the customer's tastes.
This movie is full of original ideas.
工夫 emphasizes the ingenuity or effort put into solving a problem, while 趣向 emphasizes the creative design or twist added to make something interesting.
企画 is a formal, often business-related plan or project, whereas 趣向 refers more loosely to a clever creative idea or arrangement.
アイデア is a generic, casual loanword for any idea, while 趣向 specifically implies a deliberately clever or original design.
Compound of 趣 (interest, charm) and 向 (direction, orientation), originally meaning 'direction of interest' or 'purport'. The colloquial sense 'taste' likely developed from the idea of one's personal inclination.