In product design, creative synthesis is the mental creation and combination of design knowledge and concepts to produce ideas for functional products. Mental imagery is key to this process, enabling the designer to mentally visualise and manipulate ideas. However, existing research on mental imagery in product design is very limited. The number of studies is relatively small, and they tend to employ qualitative methods with small samples. These methods can generate rich, detailed data on the processes involved, but cannot alone produce the generalisable results needed to create scientific models of imagery processing across designers as a population. Psychologists have conducted studies on mental imagery in creative thinking, typically employing larger samples and quantitative psychological tests of imagery ability. These suggest that various imagery abilities may be involved, including vividness, spatial processing, and control. Furthermore, psychologists have demonstrated that imagery ability and subjective experience of imagery – particularly vividness – varies considerably across people. A total absence of visual imagery (aphantasia) has also been observed in some individuals, including creative professionals such as animators and cartoonists. However, these aspects have not been systematically investigated in designers.
This PhD project will combine qualitative and quantitative methods from design and psychology to provide new understanding about the role of mental imagery in creative design synthesis. The knowledge generated will provide insight into the requirements for revolutionary new tools to support creative design, and impact design practice and education by providing a foundation for new imagery-based methods and approaches.
The PhD project is run in the Department of Design, Manufacturing and Engineering Management (DMEM). The supervisory team are uniquely placed to provide the student with expertise in design cognition, creativity, and design processes, and collaborate closely with cognitive science colleagues in the School of Psychological Sciences and Health.
Dr Laura Hay has experience with qualitative approaches (e.g. protocol analysis, thematic analysis), cognitive experiments, functional magnetic resonance imaging (fMRI), and design creativity assessment, and has published in international journals on both design and cognitive science.
Professor Alex Duffy has extensive experience leading research on the application and development of cognitive based design and artificial intelligence, most recently leading a £1M EPSRC project on cognitive based CAD. Dr Hay and Prof. Duffy initiated and co-lead an international Special Interest Group on Cognitive Design Science within the Design Society, bringing together a global network of researchers working in design cognition and neurocognition. This PhD project will contribute to the long term vision driving Prof. Duffy and Dr Hay’s current research activities, focused on integrating the imagination with technology to provide more effective and intuitive tools for designers.
Subject Areas include: Conceptual Design; Design Cognition; Design Creativity; Mental Imagery; Product Design; Psychology
Individuals interested in this project should email mailto: [Email Address Removed]; along with the title of the project you are applying for and attach your most up-to-date cv aligned with the requirements of this studentship.
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