Cognitive activity-based design methodology for novice visual communication designers : developed from an analysis of the thinking processes of novice and expert designers원문보기
김현정
(Graduate School, Yonsei University
Dept. of Human Environment and Design
국내박사)
The notion of design thinking is becoming more concrete nowadays as researchers and practitioners study design thinking process and employ the concept of design thinking to effectively solve problems that are complex and ill-defined. In design thinking research, studies on designers of diverse desig...
The notion of design thinking is becoming more concrete nowadays as researchers and practitioners study design thinking process and employ the concept of design thinking to effectively solve problems that are complex and ill-defined. In design thinking research, studies on designers of diverse design disciplines such as engineering design, architectural design and industrial design have been conducted. Yet, design thinking process in the field of visual communication design has not been sufficiently investigated. Furthermore, explorations of designer’s cognitive activity have not been implemented to a practical use for the visual communication designers. To address the importance of design thinking research to be employed for pedagogical purpose, a design methodology for novice designers is developed through analysis of design thinking processes of visual communication designers.
The goal of the research is to develop a design methodology for novice visual communication designers through comparative analysis of novice and expert visual communication designers’ thinking processes under theoretical framework and the identification of design activities and occurrences of specific design cognitions in relations to design phases and cognitive processes.
As theoretical background, studies on design thinking process, visual communication design, and analysis methods and participants of design thinking research, as well as studies on design methodology are undertaken. An experiment appropriate for the analysis of visual communication designer’s activity and thinking process was designed after conducting a pretest with trial analysis. Three novice designers and three expert designers in the field of visual communication design participated in the empirical study of verbal and visual protocol analysis.
The results from the comparative analysis of novice and expert visual communication designers are as follows:
1) Design process: All expert designers went through design process of problem structuring ? concept generation ? concept visualization ? design development ? detailing whereas two of the novice designers jumped into visualization followed by design development and detailing. Expert designers went through an iterative process of repeating the stages along with evaluations of the design. Novice designers revealed to have relatively a linear process. Experts worked on detailed design in between phases instead of at the end which indicates the ability to segment and conquer design task according to confronted circumstances.
2) Design drafts: Expert designers were accustomed to producing three to four design drafts from their experiences of working with clients. By generating alternatives, expert designers enhanced the design quality by comparisons amongst their own work which led to further development of the design drafts.
3) Tools for preliminary design: Novice designers produced significantly larger number of sketches compared to expert designers. Novice designers utilized sketches as exploratory as well as confirmatory tool for visualization. Expert designers produced small number of sketches which all made substantial progress during the process. Expert designers also performed major portion of preliminary design using computer. They produced alternative designs without sketching once they had the first draft to create variations from.
4) Divergent and convergent thinking: Expert designers exhibited more divergent thinking compared to novice designers as novices jumped into visualization without constructing a concept. Expert designers went through divergent to convergent thinking for generation of a concept, and repeated the process one more time in visualization until reaching satisficing design solution. Novices who overlooked concept generation went through divergent to convergent thinking during sketching, and showed weak repetition of the process during visual expressions using computer.
5) Occurrence of design cognition: Expert designers presented a number of design cognitions such as problem framing, solution focusing, fixation, and attachment to concept. They also show opportunistic behavior to reduce cognitive cost. Novice designers display relatively fewer incidences of these occurrences
6) Modal shifts of design activity: Modal shifts of activity were known to generate novel design ideas. In the case of visual communication designers, both expert and novice designers made novel design decisions by shifting activity modes.
By mapping the results from the analysis, cognitive activity-based design methodology for novice visual communication designers was developed. In the methodology, activity modes in time-based flow are presented with specific guidelines involving various design cognition. The guideline correlated to the design phases from problem structuring to detailed design and the cognitive processes of divergent and convergent thinking. This methodology of open-ended guidance towards solving an ill-defined design problem with a satisfactory design solution would assist novice visual communication designers on how to proceed with the design process from problem structuring to detailed design with better decision making in design.
The proposed methodology was employed by three novice designers from the main test to evaluate its practicality and effectiveness. The novice designers considered the methodology to be effective with clear guidelines and concrete contents. The methodology was found to be helpful during the design process especially with the checklists of design action and cognition. The novice designers regarded the methodology-applied design process more interesting since the objectification and rationalization of the design decision and the conjecture of the design solution became more salient.
This study of development and proposal of a new methodology for novice visual communication designers carries significance for its unique approach on methodology developing. Developed through comparative analysis of novice and expert designers’ thinking processes, the proposed methodology provides guidance for cognitive activities during design process and holds the potential for implementation in design education with its consideration for novice designers.
The notion of design thinking is becoming more concrete nowadays as researchers and practitioners study design thinking process and employ the concept of design thinking to effectively solve problems that are complex and ill-defined. In design thinking research, studies on designers of diverse design disciplines such as engineering design, architectural design and industrial design have been conducted. Yet, design thinking process in the field of visual communication design has not been sufficiently investigated. Furthermore, explorations of designer’s cognitive activity have not been implemented to a practical use for the visual communication designers. To address the importance of design thinking research to be employed for pedagogical purpose, a design methodology for novice designers is developed through analysis of design thinking processes of visual communication designers.
The goal of the research is to develop a design methodology for novice visual communication designers through comparative analysis of novice and expert visual communication designers’ thinking processes under theoretical framework and the identification of design activities and occurrences of specific design cognitions in relations to design phases and cognitive processes.
As theoretical background, studies on design thinking process, visual communication design, and analysis methods and participants of design thinking research, as well as studies on design methodology are undertaken. An experiment appropriate for the analysis of visual communication designer’s activity and thinking process was designed after conducting a pretest with trial analysis. Three novice designers and three expert designers in the field of visual communication design participated in the empirical study of verbal and visual protocol analysis.
The results from the comparative analysis of novice and expert visual communication designers are as follows:
1) Design process: All expert designers went through design process of problem structuring ? concept generation ? concept visualization ? design development ? detailing whereas two of the novice designers jumped into visualization followed by design development and detailing. Expert designers went through an iterative process of repeating the stages along with evaluations of the design. Novice designers revealed to have relatively a linear process. Experts worked on detailed design in between phases instead of at the end which indicates the ability to segment and conquer design task according to confronted circumstances.
2) Design drafts: Expert designers were accustomed to producing three to four design drafts from their experiences of working with clients. By generating alternatives, expert designers enhanced the design quality by comparisons amongst their own work which led to further development of the design drafts.
3) Tools for preliminary design: Novice designers produced significantly larger number of sketches compared to expert designers. Novice designers utilized sketches as exploratory as well as confirmatory tool for visualization. Expert designers produced small number of sketches which all made substantial progress during the process. Expert designers also performed major portion of preliminary design using computer. They produced alternative designs without sketching once they had the first draft to create variations from.
4) Divergent and convergent thinking: Expert designers exhibited more divergent thinking compared to novice designers as novices jumped into visualization without constructing a concept. Expert designers went through divergent to convergent thinking for generation of a concept, and repeated the process one more time in visualization until reaching satisficing design solution. Novices who overlooked concept generation went through divergent to convergent thinking during sketching, and showed weak repetition of the process during visual expressions using computer.
5) Occurrence of design cognition: Expert designers presented a number of design cognitions such as problem framing, solution focusing, fixation, and attachment to concept. They also show opportunistic behavior to reduce cognitive cost. Novice designers display relatively fewer incidences of these occurrences
6) Modal shifts of design activity: Modal shifts of activity were known to generate novel design ideas. In the case of visual communication designers, both expert and novice designers made novel design decisions by shifting activity modes.
By mapping the results from the analysis, cognitive activity-based design methodology for novice visual communication designers was developed. In the methodology, activity modes in time-based flow are presented with specific guidelines involving various design cognition. The guideline correlated to the design phases from problem structuring to detailed design and the cognitive processes of divergent and convergent thinking. This methodology of open-ended guidance towards solving an ill-defined design problem with a satisfactory design solution would assist novice visual communication designers on how to proceed with the design process from problem structuring to detailed design with better decision making in design.
The proposed methodology was employed by three novice designers from the main test to evaluate its practicality and effectiveness. The novice designers considered the methodology to be effective with clear guidelines and concrete contents. The methodology was found to be helpful during the design process especially with the checklists of design action and cognition. The novice designers regarded the methodology-applied design process more interesting since the objectification and rationalization of the design decision and the conjecture of the design solution became more salient.
This study of development and proposal of a new methodology for novice visual communication designers carries significance for its unique approach on methodology developing. Developed through comparative analysis of novice and expert designers’ thinking processes, the proposed methodology provides guidance for cognitive activities during design process and holds the potential for implementation in design education with its consideration for novice designers.
주제어
#디자인 사고 과정
#디자인 인지 요인
#행동 모드
#디자인 방법론
#시각 커뮤니케이션 디자인
#초보/전문 디자이너
#인지행동기반 디자인 방법론
#design thinking process
#design cognition
#activity mode
#design methodology
#visual communication design
#novice and expert designer
#cognitive activity-based design methodology
학위논문 정보
저자
김현정
학위수여기관
Graduate School, Yonsei University
학위구분
국내박사
학과
Dept. of Human Environment and Design
지도교수
Hyunju Lee
발행연도
2011
총페이지
x, 173 p.
키워드
디자인 사고 과정,
디자인 인지 요인,
행동 모드,
디자인 방법론,
시각 커뮤니케이션 디자인,
초보/전문 디자이너,
인지행동기반 디자인 방법론,
design thinking process,
design cognition,
activity mode,
design methodology,
visual communication design,
novice and expert designer,
cognitive activity-based design methodology
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