The Role of Imagery and Emotion in the Translation of Concepts into Product Form

ABSTRACT This paper represents a portion of a comprehensive design cognition study focused on the embodiment of concepts with varying emotional content (i.e. concrete, abstract and emotional) into product form. It is aimed at identifying differences in terms of cognitive processing among these three states during the initial part of the design process and during the creation of a new product by professional designers via the use of design briefs. A mixed-methods approach was used including both qualitative and quantitative approaches, and retrospective protocol analysis was used as a primary source of data analysis. Results showed that imageability and context availability ratings for abstract, concrete and emotion concepts are highly related. Findings are discussed with reference to models of cognition and design.

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