Abstract
Design is a mystique that has intrigued scholars for decades. From the theory of taste to rationalism and more recently, design thinking, the mystery of designing remains unsolved. One elusive notion of design process is the formulation of a design concept, which comes after an exploration of the problem space before moving on to the solution space. A design concept is a departure point for design ideation, iteration, and execution, that can make or break the project. The three dimensions that a design concept is to be communicated namely, to the designer, to the client, and to the users, can often define the outcome of the project. In this light, this article explores how design concepts can motivate, accelerate, or aspire a design project by looking at psychophysiology of language used. Recent studies have demonstrated that the words used to describe design concepts can significantly impact both the ideation process and the subsequent execution of those ideas. For instance, research has shown that words associated with positive emotions elicit stronger physiological responses compared to neutral or negative words. Similarly, the use of concrete, sensory language has been found to enhance the vividness of mental imagery, thereby facilitating the design process. By exploring how language influences design iteration and execution, researchers have begun to unravel the intricate connections between cognition and physiological responses. This paper synthesizes these findings, offering a comprehensive overview of the psychophysiology of design concepts and its implications for the design process.
Presenters
Chutarat LaomanacharoenProgram Faculty Member, Multidisciplinary Design, Assumption University, Krung Thep Maha Nakhon [Bangkok], Thailand
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
2025 Special Focus—Thinking, Learning, Doing: Plural Ways of Design
KEYWORDS
Design Process, Psychophysiology of Language, Design Semiotic
