We applied computer‐based text analyses of regressive imagery to verbal protocols of individuals engaged in creative problem‐solving in two domains: visual art (23 experts, 23 novices) and computer programming (14 experts, 14 novices). Percentages of words involving primary process and secondary process thought, plus emotion‐related words, were tabulated. Visual art protocols were higher in primary process thought and emotion‐related words; those from programming were higher in secondary process thought. Almost no main effects of expertise or interactions were found. Correlations between the measures (particularly those involving emotion‐related words) also varied as a function of task. This pattern suggests cognitive processes vary considerably across different creative problem‐solving tasks or domains, and that a more domain‐specific approach to creative cognition may be advisable. Further implications for integrating and consolidating some extant lines of creativity research are discussed.