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THE STUDY OF COGNITIVE DIFFERENCES BETWEEN DESIGNERS AND USERS BASED ON SCHEMA THEORY

Published online by Cambridge University Press:  19 June 2023

Su Guo ,
Shengxi Fan  and
Yichen Meng
Su Guo*
Affiliation:
Tongji University; Zhengzhou University of Aeronautics
Shengxi Fan
Affiliation:
Tongji University;
Yichen Meng
Affiliation:
Zhengzhou University of Aeronautics
*
Guo, Su, Tongji University, China, People's Republic of, [email protected]

Abstract

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This study is grounded upon the cognitive process and knowledge representation, analyzes the differences in perceptions between designers and users by applying schema theory. Per design process, we disassembled the semantic words that represent the design concept, and re-construct the representative visual imagery library. We experimented the imagery library with selective designers and users, and through their selections of the images, we uncovered: 1. The differences largely exist in concept interpretation and imagery selection between designers and users, which has strong relationship with their different schema; 2. The experiment revealed the fact that designers are inclined to understand the concept by disassembling the elements, and have obvious tendency of professionalism, while users’ interpretation prefers complete forms and life-oriented; 3. As compared with users, designers relatively prefer brand-new, creative elements in selecting visualized representation.

Keywords

Design cognitionDesign learningConceptual designConceptual schema
Type
Article
Information
Proceedings of the Design Society , Volume 3: ICED23 , July 2023 , pp. 3513 - 3522
Creative Commons
Creative Common License - CCCreative Common License - BYCreative Common License - NCCreative Common License - ND
This is an Open Access article, distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives licence (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is unaltered and is properly cited. The written permission of Cambridge University Press must be obtained for commercial re-use or in order to create a derivative work.
Copyright
The Author(s), 2023. Published by Cambridge University Press

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