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Sketches from a design process: creative cognition inferred from intermediate products.
Saskia Jaarsveld1, Cees Leeuwen
1University of Sunderland, Sunderland, UKLaboratory for Perceptual Dynamics, RIKEN BSI, Japan and University of Sunderland, Sunderland, UK.
Cognitive Science
|June 28, 2011
Summary
Logo design evolution follows a two-stage heuristic, not random chance. Novice designers introduce new elements first, then refine composition, though better designs alter global aspects earlier.
Area of Science:
- Cognitive Psychology
- Design Studies
- Human-Computer Interaction
Background:
- Understanding the design process is crucial for optimizing creative workflows.
- Novice designers' strategies may differ significantly from experts.
- Logo design involves iterative refinement of visual elements and composition.
Purpose of the Study:
- To investigate the evolutionary patterns in novice logo design.
- To determine if design evolution follows a structured heuristic or random processes.
- To analyze the relationship between design stages, self-assessment, and final product quality.
Main Methods:
- Novice designers created sequential logo sketches for a soft drink brand.
- Sketches were analyzed for object presence, local features, and global composition.
- Self-assessment scores and art critic evaluations of final logos were collected.
Main Results:
- Design evolution exhibited a two-stage macrostructure for most participants.
- Stage 1: Introduction/modification of objects and features; Stage 2: Global composition changes.
- A minority achieving better designs initiated global changes earlier in the process.
Conclusions:
- Logo design evolution follows a discernible heuristic, not random generation.
- Self-assessment scores correlate with the identified stages of the design process.
- Design strategies vary, with earlier global adjustments potentially leading to superior outcomes.
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