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Jaarsveld S, Leeuwen C. Sketches from a design process: creative cognition inferred from intermediate products. Cogn Sci. 2005;29(1):79-101doi: 10.1207/s15516709cog2901_4.
Jaarsveld, S., & Leeuwen, C. (2005). Sketches from a design process: creative cognition inferred from intermediate products. Cognitive science, 29(1), 79-101. https://doi.org/10.1207/s15516709cog2901_4
Jaarsveld, Saskia, and Leeuwen, Cees. "Sketches from a design process: creative cognition inferred from intermediate products." Cognitive science vol. 29,1 (2005): 79-101. doi: https://doi.org/10.1207/s15516709cog2901_4
Jaarsveld S, Leeuwen C. Sketches from a design process: creative cognition inferred from intermediate products. Cogn Sci. 2005 Jan 02;29(1):79-101. doi: 10.1207/s15516709cog2901_4. PMID: 21702768.
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Cogn Sci. 2005 Jan 02;29(1):79-101. doi: 10.1207/s15516709cog2901_4.

Sketches from a design process: creative cognition inferred from intermediate products.

Cognitive science

Saskia Jaarsveld, Cees Leeuwen

Affiliations

  1. University of Sunderland, Sunderland, UKLaboratory for Perceptual Dynamics, RIKEN BSI, Japan and University of Sunderland, Sunderland, UK.

PMID: 21702768 DOI: 10.1207/s15516709cog2901_4

Abstract

Novice designers produced a sequence of sketches while inventing a logo for a novel brand of soft drink. The sketches were scored for the presence of specific objects, their local features and global composition. Self-assessment scores for each sketch and art critics' scores for the end products were collected. It was investigated whether the design evolves in an essentially random fashion or according to an overall heuristic. The results indicated a macrostructure in the evolution of the design, characterized by two stages. For the majority of participants, the first stage is marked by the introduction and modification of novel objects and their local and global aspects; the second stage is characterized by changes in their global composition. The minority that showed the better designs has a different strategy, in which most global changes were made in the beginning. Although participants did not consciously apply these strategies, their self-assessment scores reflect the stages of the process.

2005 Lawrence Erlbaum Associates, Inc.

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