The role of perception of affective quality in graphic design inspiration

Rangarajan, Vimalkrishnan and Onkar, Prasad S and De Kruiff, Alison and et al, . (2022) The role of perception of affective quality in graphic design inspiration. The Design Journal, 25 (5). pp. 867-886. ISSN 1460-6925

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Abstract

Perceiving inspirational material is an important part of conceptual design. Cognitive processes like ‘analogical reasoning’ and ‘semantic processing’ in the perception of inspirational material are widely studied. However, the distinct role played by aspects of emotion such as perception of affective quality in the perception of inspirational material is relatively unexplored. Through a descriptive phenomenological approach, this paper details the subjective experiences of seven design students perceiving inspirational material for a graphic design task. The students’ perception of inspirational material ranged from ‘surface’ to ‘deep’ modes. Through perception of affective quality, a distinct deep perceptual mode, students subjectively valued and related to inspirational materials and assessed their potential to evoke changes in feelings. Inspirational material shown in virtual reality (VR) induced immersive ‘first-person experiences’, heightening other modes like perception of affective quality. These findings detail the inspiration process in graphic design and advance wider research on design inspiration and cognition. © 2022 Informa UK Limited, trading as Taylor & Francis Group.

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IITH Creators:

IITH Creators	ORCiD
Onkar, Prasad S	http://orcid.org/0000-0003-1788-3826

Item Type:

Article

Additional Information:

This research was funded by University Grants Commission, India, through the junior/senior research fellowships, and Swinburne University of Technology, Australia, through the partnered PhD-IIT Hyderabad scholarship. We thank Firefly Creative Studios, Hyderabad, India, and the participants of this study for their inputs.

Uncontrolled Keywords:

conceptual design; descriptive phenomenology; design cognition; design inspiration; graphic design; Perception of affective quality; virtual reality

Subjects:

Arts > Design

Divisions:

Department of Design

Depositing User:

. LibTrainee 2021

Date Deposited:

18 Oct 2022 08:40

Last Modified:

18 Oct 2022 08:40