The problem of creating favorable conditions for knowledge transfer in educational process is considered in the article. The information and technological support of two methods is offered: the initialization of the personal interest of the recipient of knowledge, as well as the formation of an individual experience that adapts to reality to solve actual problems. The basic conditions of creativity in the process of knowledge transfer are determined: personal experience, comfort and availability heuristic, which plays a connecting role between the elements of learning. The availability heuristic works as a qualitative estimate of the frequency or probability of selection. Based on the fundamental nature of the creative approach to the knowledge transfer, a creative-contextual form is proposed. Its purpose is to provide positioning and fixation of the necessary information elements in training, which inspires creative insight of problem solving.