Short answer
Be mindful of when and how existing solutions are presented during the design process to avoid prematurely limiting creative exploration.
- Field
- Human Factors
- Source
- Design Science (2019)
- Method
- Neuroimaging (fMRI)
- Evidence
- Strong effect
Design fixation, characterized by an over-reliance on existing solutions, is associated with altered brain activity, particularly increased visuospatial processing and decreased activation in areas linked to creative output. This human factors research insight is drawn from a 2019 study published in Design Science. Using Neuroimaging (fmri), researchers explored how this design variable affects real-world outcomes. The key design takeaway: Be mindful of when and how existing solutions are presented during the design process to avoid prematurely limiting creative exploration.
fMRI reveals cognitive shifts during design fixation
Design fixation, characterized by an over-reliance on existing solutions, is associated with altered brain activity, particularly increased visuospatial processing and decreased activation in areas linked to creative output.
Design Science · 2019
Key Findings
- 01Increased activation in visuospatial processing areas (right inferior temporal gyrus, left middle occipital gyrus, right superior parietal lobule) when an example solution was present.
- 02Decreased activation in areas near the prefrontal cortex associated with creative output (left lingual and superior frontal gyri) when an example solution was present.
Application
Design takeaway
Be mindful of when and how existing solutions are presented during the design process to avoid prematurely limiting creative exploration.
How to apply
In design workshops, consider having participants generate initial ideas independently before reviewing existing products or case studies.
Project actions
- 01Consider how your design process might inadvertently lead you to copy existing solutions.
- 02Explore methods to brainstorm ideas before looking at what others have done.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Uses advanced neuroimaging techniques to provide objective evidence of cognitive processes.
- +Directly investigates the neurological basis of a known design challenge.
Limitations
It's difficult to directly measure brain activity in a typical design project setting.
Reliability & validity
The use of fMRI provides a high degree of internal validity for measuring brain activity. Reliability would depend on the consistency of participant responses and task execution across trials and individuals.
Think critically
How might the design of the 'example solution' itself influence the type and degree of fixation observed?
Design Principles
"Temporal separation of ideation and benchmarking can foster more divergent conceptual design."
Understanding the neurological underpinnings of design fixation can inform strategies to mitigate its negative impact on innovation. By recognizing the cognitive shifts involved, design teams can develop methods to encourage more divergent thinking and novel solutions.
What This Means for Your Design
When designers look at examples of existing products, their brains work differently, focusing more on visual details and less on coming up with new ideas.
How to use in your project
- 1.Use this research to justify why you structured your ideation phase in a specific way, perhaps to avoid fixation.
Add to My Project
Quick Cite
Paragraph starter
Research indicates that design fixation, a tendency to adhere to initial ideas, can be linked to specific cognitive patterns. Studies using fMRI have shown that when designers are exposed to existing solutions, there is increased activation in visuospatial processing areas and decreased activation in regions associated with creative thought, suggesting a shift away from novel idea generation. Therefore, structuring the design process to encourage independent ideation before exposure to benchmarks is crucial for fostering innovation.
Source
Questions About This Research
- What does the research say about fmri reveals cognitive shifts during design fixation?
- Be mindful of when and how existing solutions are presented during the design process to avoid prematurely limiting creative exploration. Evidence: Design Science (2019).
- Why does "fMRI reveals cognitive shifts during design fixation" matter for design?
- Understanding the neurological underpinnings of design fixation can inform strategies to mitigate its negative impact on innovation. By recognizing the cognitive shifts involved, design teams can develop methods to encourage more divergent thinking and novel solutions.
- How can designers apply this research?
- Be mindful of when and how existing solutions are presented during the design process to avoid prematurely limiting creative exploration.
- What were the main findings?
- Increased activation in visuospatial processing areas (right inferior temporal gyrus, left middle occipital gyrus, right superior parietal lobule) when an example solution was present.. Decreased activation in areas near the prefrontal cortex associated with creative output (left lingual and superior frontal gyri) when an example solution was present.
- What research method was used?
- Neuroimaging (fMRI).
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2019 journal from Design Science.
- What should I do differently in my next project?
- In design workshops, consider having participants generate initial ideas independently before reviewing existing products or case studies.
- What are the limitations?
- The study's findings are specific to the design tasks and participant group studied; generalization to all design contexts may require further research. fMRI is a complex and expensive methodology.