Graduate Institute of Architecture, National Chiao Tung University,

1
Some Phenomena of Creativity in design with
computer media
Interview with Eisenman and cognitive experiments
Shu-Yun Huang and Yu-Tung Liu
Graduate Institute of Architecture, National
Chiao Tung University, Hsinchu 30050, TAIWAN
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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
The Scope of Creative Researches
Sociology
Education
Culture Studies
Cognitive Science
Creativity
Computer Science
Biology
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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Design Creativity

• Expertise and Insight ?help design creativity
  (Akin, 1990 Roy, 1993 Owen, 1992)
• The Horizontal and Vertical thinking in the
  design process
• The Transitional period of design
• ?related to Creativity (Jones, 1970)
• Drawing in design ? stimulate and develop the
  creativity of design (Schenk, 1991)
• Sketches? the key elements in influencing the
  creativity of design (Purcell and Gero, 1998
  Herbert, 1988 Temple, 1994 Verstijnen et al.,
  1998 Goldschmidt, 1994)

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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Computer Media entering Design

• Computer aided Creative Thinking
• Computational Processing Artificial Intelligence
  (Mitchell, 1993 Gero, 1996 Bodem, 1998 Liu,
  2000)

• The Role of Computer in Design (Liu, 2001
  Sasada, 1999)
• Design Presentation Tools
• Design Thinking Media
• Concept Generation aid

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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Computer Media entering Design

• Computer aided Creative Thinking
• Computational Processing Artificial Intelligence
  (Mitchell, 1993 Gero, 1996 Bodem, 1998 Liu,
  2000)

• The Role of Computer in Design (Liu, 2001
  Sasada, 1999)
• Design Presentation Tools
• Design Thinking Media
• Concept Generation aid

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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Computer Media entering Design
Liu (2001) indicates that the recent creations of
Frank Gehry and Peter Eisenman demonstrate the
critical role of computer media in creativity.
?only reflected by the design outcomes rather
than specifically studying the design thinking
and design behaviors. ?The role of relevant
computer media in the ways these expert designers
use computer media in their design processes has
not been explored carefully.
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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Computer Media entering Design
Liu (2001) indicates that the recent creations of
Frank Gehry and Peter Eisenman demonstrate the
critical role of computer media in creativity.
?only reflected by the design outcomes rather
than specifically studying the design thinking
and design behaviors. ?The role of relevant
computer media in the ways these expert designers
use computer media in their design processes has
not been explored carefully.
8
Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Computer Media entering Design
Liu (2001) indicates that the recent creations of
Frank Gehry and Peter Eisenman demonstrate the
critical role of computer media in creativity.
?only reflected by the design outcomes rather
than specifically studying the design thinking
and design behaviors. ?The role of relevant
computer media in the ways these expert designers
use computer media in their design processes has
not been explored carefully.
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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Computer Media entering Design
Boden (1998) indicates that computer is the
source of motivating creativity. ?The related
evidence to verify this statement is absent. ?The
empirical studies from the view of media to
explore the relationship of computer media and
creativity are also absent.
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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Objectives

• Objectives
• To explore the related phenomena of media and
  creativity during the designers design process.
• To explore the relationship between relevant
  computer media and design creativity.

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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Methodology

• The methods of studying design thinking (Cross,
  1999)
• Interviews with designers
• Observations and case studies
• Protocol studies
• Reflection and theorising
• Simulation trials

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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Methodology
Interview
Cognitive Experiment
Protocol Analysis
Conventional Computer media
The relationship between computer media and
creativity
Interview with Eisenman Two hypotheses
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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Methodology
Interview
Cognitive Experiment
Protocol Analysis
Conventional Computer media
The relationship between computer media and
creativity
Interview with Eisenman Two hypotheses
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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Methodology
Interview
Cognitive Experiment
Protocol Analysis
Conventional Computer media
The relationship between computer media and
creativity
Interview with Eisenman Two hypotheses
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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Subject and Result
SubjectPeter Eisenman

• Results
• Confirmed the relationship between computer media
  and creativity
• Computer opens up the possibility for creativity.

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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Subject and Result
SubjectPeter Eisenman

• Results
• Confirmed the relationship between computer media
  and creativity
• Computer opens up the possibility for creativity.

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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Subject and Result
SubjectPeter Eisenman

• Results
• Confirmed the relationship between computer media
  and creativity
• Computer opens up the possibility for creativity.

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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Analysis of Interview
?Phenomenon/Hypothesis 1? During the design
process, through drawing you obtain what you ask
for, but through computer media you obtain what
you unexpect.
?Phenomenon/Hypothesis 2? During the design
development process, the initial concept is
usually less creative. It must be refined in
order for the final result to be more creative.
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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Analysis of Interview
?Phenomenon/Hypothesis 1? During the design
process, through drawing you obtain what you ask
for, but through computer media you obtain what
you unexpect.
?Phenomenon/Hypothesis 2? During the design
development process, the initial concept is
usually less creative. It must be refined in
order for the final result to be more creative.
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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Analysis of Interview
?Phenomenon/Hypothesis 1? During the design
process, through drawing you obtain what you ask
for, but through computer media you obtain what
you unexpect.
?Phenomenon/Hypothesis 2? During the design
development process, the initial concept is
usually less creative. It must be refined in
order for the final result to be more creative.
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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Experiment Plan
Purpose To verify whether hypothesis 1(H1) and
hypothesis 2(H2) are common phenomena of creative
design

• Subjects
• Professionally trained architectural designers
  with more than 5 years of experience
• familiar with both conventional and computer
  media

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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Experiment Plan
Purpose To verify whether hypothesis 1(H1) and
hypothesis 2(H2) are common phenomena of creative
design

• Subjects
• Professionally trained architectural designers
  with more than 5 years of experience
• familiar with both conventional and computer
  media

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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Experiment Plan
Purpose To verify whether hypothesis 1(H1) and
hypothesis 2(H2) are common phenomena of creative
design

• Subjects
• Professionally trained architectural designers
  with more than 5 years of experience
• familiar with both conventional and computer
  media

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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Process

• Process

seven-day interval
Conventional media
Computer media
Post-interview
3 concepts
Differences between different media
3 concepts
Choose more creative concept
Choose more creative concept
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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Analysis of H1

• Analysis of Hypothesis 1
• Discovered from the post-interview data
• Complete-support-H1 A, B, C, D, E
• Partial-support-H1 F, G, H
• ?All of the subjects either totally or partially
  supporting H1
• ?The existence of computer medias
  unpredictability appear in the average design.

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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Analysis of H1

• Analysis of Hypothesis 1
• Discovered from the post-interview data
• Complete-support-H1 A, B, C, D, E
• Partial-support-H1 F, G, H
• ?All of the subjects either totally or partially
  supporting H1
• ?The existence of computer medias
  unpredictability appear in the average design.

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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Analysis of H1

• Analysis of Hypothesis 1
• Discovered from the post-interview data
• Complete-support-H1 A, B, C, D, E
• Partial-support-H1 F, G, H
• ?All of the subjects either totally or partially
  supporting H1
• ?The existence of computer medias
  unpredictability appear in the average design.

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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Initial Analysis of H2
Initial Analysis of Hypothesis 2
25
75
More designers consider the later concept as more
creative ?correspond to H2
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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Initial Analysis of H2
Initial Analysis of Hypothesis 2
25
75
More designers consider the later concept as more
creative ?correspond to H2
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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Initial Analysis of H2
Initial Analysis of Hypothesis 2
25
75
More designers consider the later concept as more
creative ?correspond to H2
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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Experiment Plan

• Purpose
• Further to testify the validity of H2

• Subjects
• Initial concept Subject D
• Later concept Subject B

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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Experiment Plan

• Purpose
• Further to testify the validity of H2

• Subjects
• Initial concept Subject D
• Later concept Subject B

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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Experiment Plan

• Process
• Verbal dataVideo/audio retrospect
• Visual data video recorded and screen capture
• Four sub-experiments

Two-day interval
Concept design
Video/audio retrospection
Sub-experiment
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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Analysis of H2
Cognitive experiment First design with
conventional media, then design with computer
media?the chosen one was not the very initial
concept
?the later concepts are more creative is
confirmed
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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Computer and Creativity

• The Relationship of Computer Media and Design
  Creativity
• Analyzing data eight sets of visual and verbal
  data
• Analyzing method without appropriate coding
  scheme for creativity?Inferential Analysis

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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Computer and Creativity

• The Relationship of Computer Media and Design
  Creativity
• Analyzing data eight sets of visual and verbal
  data
• Analyzing method without appropriate coding
  scheme for creativity?Inferential Analysis

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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Unexpectedness of Computer Media
The Unexpectedness of Computer Media
?Unexpected Phenomenon 1? The operating functions
of computer allow designers more control over the
design and offer various design perspectives to
stimulate new ideas.
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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Unexpectedness of Computer Media
The Unexpectedness of Computer Media
?Unexpected Phenomenon 1? The operating functions
of computer allow designers more control over the
design and offer various design perspectives to
stimulate new ideas.
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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Unexpectedness of Computer Media
?Unexpected Phenomenon 2? The wireframe model of
computer can show the inner space of objects
inside out. Numerous possibilities will thus
emerge from the permeability between objects and
interstitial weaving form.
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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Unexpectedness of Computer Media
?Unexpected Phenomenon 3? The modeling functions
of computer can produce some unexpected results
that cannot be produced by the conventional
media. This feature improves the generalization
of creativity.
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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Unexpectedness of Computer Media
?Unexpected Phenomenon 4? The computers
immediately visual feedback makes it possible to
convert the role of computer in design from
passive to active it could stimulate the
designers to discover new concepts, ideas and
make corrections.
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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Evolvedness of Design Creativity

• The Evolvedness of Design Creativity
• Design Intention and PurposeDesigners always
  have a purpose and intention in mind during the
  design process ?Eisenman Creativity is
  possessed of attitude and focus throughout the
  whole design process
• H2The later concepts are more creativeThe prior
  and later design concepts are related. The latter
  concept would follow the prior one and make the
  amendment ?The prior concepts have the ability
  to inspire the creativity

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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Evolvedness of Design Creativity

• The Evolvedness of Design Creativity
• Design Intention and PurposeDesigners always
  have a purpose and intention in mind during the
  design process ?Eisenman Creativity is
  possessed of attitude and focus throughout the
  whole design process
• H2The later concepts are more creativeThe prior
  and later design concepts are related. The latter
  concept would follow the prior one and make the
  amendment ?The prior concepts have the ability
  to inspire the creativity

44
Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Evolvedness of Design Creativity

• The Evolvedness of Design Creativity
• Design Intention and PurposeDesigners always
  have a purpose and intention in mind during the
  design process ?Eisenman Creativity is
  possessed of attitude and focus throughout the
  whole design process
• H2The later concepts are more creativeThe prior
  and later design concepts are related. The latter
  concept would follow the prior one and make the
  amendment ?The prior concepts have the ability
  to inspire the creativity

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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Conclusion

• Creative Phenomena in Design
• Concepts of conventional media ? Anticipated
  Concepts of computer media ? Unexpected
• Creativity is novel, unanticipated, and valuable
  (Gero, 1996 Boden, 1998)

refinement
Initial concepts
Later concepts
Less creative
Self-fulfilling and more creative idea
(Liu, 2000)
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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Conclusion

• Creative Phenomena in Design
• Concepts of conventional media ? Anticipated
  Concepts of computer media ? Unexpected
• Creativity is novel, unanticipated, and valuable
  (Gero, 1996 Boden, 1998)

refinement
Initial concepts
Later concepts
Less creative
Self-fulfilling and more creative idea
(Liu, 2000)
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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Conclusion

• Creative Phenomena in Design
• Concepts of conventional media ? Anticipated
  Concepts of computer media ? Unexpected
• Creativity is novel, unanticipated, and valuable
  (Gero, 1996 Boden, 1998)

refinement
Initial concepts
Later concepts
Less creative
Self-fulfilling and more creative idea
(Liu, 2000)
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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Limitation

• The creative evaluation is derived from the
  designers personal perspective, it therefore
  cannot reflect the social evaluation
• Studying the creative design process, not try to
  evaluate the creativity level of the final design
  product
• Without an appropriate coding system? the results
  derived from the part of protocol analysis are
  pure inference, it is not an encoded analysis.

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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Limitation

• The creative evaluation is derived from the
  designers personal perspective, it therefore
  cannot reflect the social evaluation
• Studying the creative design process, not try to
  evaluate the creativity level of the final design
  product
• Without an appropriate coding system? the results
  derived from the part of protocol analysis are
  pure inference, it is not an encoded analysis.

50
Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Limitation

• The creative evaluation is derived from the
  designers personal perspective, it therefore
  cannot reflect the social evaluation
• Studying the creative design process, not try to
  evaluate the creativity level of the final design
  product
• Without an appropriate coding system? the results
  derived from the part of protocol analysis are
  pure inference, it is not an encoded analysis.

51
Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Significance
Related Factors of Design Creativity Confirm that
computer media is an influencing factor to
stimulate creativity.
Eisenman vs. Computer media Interview with
Eisenman,testify the role of computer media in
design.
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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Significance
Related Factors of Design Creativity Confirm that
computer media is an influencing factor to
stimulate creativity.
Eisenman vs. Computer media Interview with
Eisenman,testify the role of computer media in
design.
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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Further Study
Coding Scheme To investigate the variables
involved in creativity in order to design an
coding scheme that is appropriate for studying
creativity.
Hypothesis 2 To investigate the difference of
hypothesis 2 when using different media
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Introduction
Interview
Cognitive Experiment
Protocol Analysis
Conclusion
Further Study
Coding Scheme To investigate the variables
involved in creativity in order to design an
coding scheme that is appropriate for studying
creativity.
Hypothesis 2 To investigate the difference of
hypothesis 2 when using different media