Your SlideShare is downloading. ×
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
The Influence of Sketch Quality on Perception of Product-Idea Creativity
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

The Influence of Sketch Quality on Perception of Product-Idea Creativity

1,151

Published on

Siegel+Gale’s Paula Te and University of Minnesota Assistant Professor of Product Design, Barry Kudrowitz, presented the session: “The Influence of Sketch Quality on Perception of Product-Idea …

Siegel+Gale’s Paula Te and University of Minnesota Assistant Professor of Product Design, Barry Kudrowitz, presented the session: “The Influence of Sketch Quality on Perception of Product-Idea Creativity” at this year’s IASDR Conference.

Published in: Education, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,151
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
29
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. THE INFLUENCE of SKETCH QUALITY on PERCEPTION of PRODUCT-IDEA CREATIVITYBarry Kudrowitz, phd Paula Te David Wallace, phd University of Minnesota MIT MIT Siegel+Gale 1
  • 2. Draw this... 2
  • 3. Draw this... Horizontal Toaster A horizontal toaster such that the bread is inserted and comes out horizontal to the ground. 2
  • 4. Summaryin a nut shell these sketches represent the same idea vs. 3
  • 5. Summaryin a nut shell these sketches represent the same idea vs.not so creative rating 3
  • 6. Summaryin a nut shell these sketches represent the same idea vs.not so creative rating very creative rating 3
  • 7. Sketch Taxonomyidsketching .com doodles thinking presentation emotive 4
  • 8. Sketch Taxonomyidsketching .com doodles thinking presentation emotive McGownand Green level 2 level 3 level 4 level 5 Olofssonand Sjolen explorative explanative persuasive Ferguson thinking prescriptive talking 4
  • 9. Sketch Taxonomy Ideas from Brainstorming Sessionsidsketching .com doodles thinking presentation emotive McGownand Green level 2 level 3 level 4 level 5 Olofssonand Sjolen explorative explanative persuasive Ferguson thinking prescriptive talking 4
  • 10. Sketch Taxonomy Ideas from Brainstorming Sessionsidsketching .com doodles thinking presentation emotive McGownand Green level 2 level 3 level 4 level 5 Olofssonand Sjolen explorative explanative persuasive Ferguson thinking prescriptive talking more refined, detailed, and focused 4
  • 11. Sketching in idea generationSchutze et al, 2003; van der Lugt, 2005; Goldschmidt, 1991; Ullman et al, 1990generating evolving communicating dialectics of sketching - Goldschmidt 5
  • 12. Sketching in idea generationSchutze et al, 2003; van der Lugt, 2005; Goldschmidt, 1991; Ullman et al, 1990generating evolving communicating dialectics of sketching - Goldschmidtdoes the visual presentation of the idea affect its perceived creativity? 5
  • 13. Prior studies * these are not the exact artifacts from these studiesof sketching/aesthetics and creativity positive correlations between sketching ability and artistic creativity Chan and Zhao, 2010; Chan and Chan, 2007 positive correlation between the number of sketches made during a design process and product prototype outcome Yang and Cham, 2007; Song and Agogino, 2004; Schutze et al, 2003 * prototype attractiveness was highly correlated with ratings of creativity Christiaans, 2002 the category of affect, which included attractiveness, was found to be the strongest indicator of willingness to purchase * Horn and Salvendy, 2009 When evaluating art it was found that originality was an important factor in determining aesthetic quality * Hekkert and Wieringen, 1996 6
  • 14. Prior studies kudrowitz and wallace 2010 sketch clarity vs. perceived creativity clarity creativity 75.25 3.51.75 0 7
  • 15. HOW WE STUDIEDSKETCHING & CREATIVITY 8
  • 16. Evaluating toaster ideas four toaster ideas 9
  • 17. Evaluating toaster ideas four toaster ideas 9
  • 18. Evaluating toaster ideas four toaster ideas varied quality of sketches 9
  • 19. Evaluating toaster ideas four toaster ideas varied quality of sketches rank ideas from least creative to most creative 9
  • 20. Sketch quality 10
  • 21. Sketch qualitycorrectness of PERSPECTIVE 10
  • 22. Sketch qualitycorrectness of PERSPECTIVErealism of PROPORTIONS 10
  • 23. Sketch qualitycorrectness of PERSPECTIVErealism of PROPORTIONS LINE WORK execution 10
  • 24. Sketch quality of a horizontal toaster conceptincreasing quality of sketchline work, perspective, and proportions 11
  • 25. Evaluating Creativity 12
  • 26. Evaluating CreativityA product idea is creative if a groupof independent reviewers subjectivelyagree it is creative. Amabile’s Consensual Definition of Creativity (1982) 12
  • 27. Evaluating CreativityA product idea is creative if a groupof independent reviewers subjectivelyagree it is creative. Amabile’s Consensual Definition of Creativity (1982)Anyone can be an appropriate judge of creativitywhen dealing with common objects. Amabile (1982) 12
  • 28. Selecting toaster concepts 1. Doodle Toaster A toaster with a side panel that you can draw on; the drawing can then be toasted on to the bread. 2. Toaster/Coffee Maker A combination toaster/coffee maker. 3. Horizontal Toaster A horizontal toaster such that the bread is inserted and comes out horizontal to the ground. 4. Crumb Tray Toaster A toaster that has a removable crumb tray at the bottom. 13
  • 29. Selecting toaster concepts 1. Doodle Toaster A toaster with a side panel that you can draw on; the drawing can then be toasted on to the bread. 2. Toaster/Coffee Maker A combination toaster/coffee maker. 3. Horizontal Toaster A horizontal toaster such that the bread is inserted and comes out horizontal to the ground. 4. Crumb Tray Toaster A toaster that has a removable crumb tray at the bottom. 13
  • 30. Selecting toaster concepts most creative idea 1. Doodle Toaster A toaster with a side panel that you can draw on; the drawing can then be toasted on to the bread. 2. Toaster/Coffee Maker A combination toaster/coffee maker. 3. Horizontal Toaster A horizontal toaster such that the bread is inserted and comes out horizontal to the ground. 4. Crumb Tray Toaster least creative idea A toaster that has a removable crumb tray at the bottom. 13
  • 31. Creating toaster concepts 14
  • 32. Creating toaster conceptsmiddle school studentsno sketching training 14
  • 33. Creating toaster conceptsengineering studentslimited sketching training 14
  • 34. Creating toaster conceptsengineering graduatestudentsome sketching experience 14
  • 35. Creating toaster conceptsindustrial designeryears of sketching training &experience 14
  • 36. Creating toaster concepts 14
  • 37. Evaluating CreativityMechanical Turkmturk.comMechanical Turk is at least as representative of the U.S. Population astraditional subject pools. There is no difference in the magnitude ofeffects obtained using traditional methods and Mechanical Turk.(Paolacci et al 2010) 15
  • 38. Evaluating CreativityMechanical Turkmturk.comMechanical Turk is at least as representative of the U.S. Population astraditional subject pools. There is no difference in the magnitude ofeffects obtained using traditional methods and Mechanical Turk.(Paolacci et al 2010) 15
  • 39. Evaluating CreativityMechanical Turkmturk.comMechanical Turk is at least as representative of the U.S. Population astraditional subject pools. There is no difference in the magnitude ofeffects obtained using traditional methods and Mechanical Turk.(Paolacci et al 2010) $0.10 per reviewer 15
  • 40. Evaluating toaster ideas four toaster ideas rank ideas from least creative to most creative 16
  • 41. Evaluating toaster ideas four toaster ideas rank ideas from least creative to most creative 16
  • 42. Evaluating toaster ideas four toaster ideas rank ideas from least creative to most creative varied quality of sketches 16
  • 43. WHAT WE FOUND ABOUTSKETCHING & CREATIVITY 17
  • 44. Resultssketch quality had a high correlation with the perceived creativity of the idea 18
  • 45. Results sketch quality had a high correlation with the perceived creativity of the ideamore creative 18
  • 46. Results sketch quality had a high correlation with the perceived creativity of the idea R² = 0.8934more creative 18
  • 47. Results sketch quality had a high correlation with the perceived creativity of the idea R² = 0.8934 vs.more creative High quality sketches were 2.6 times more likely to be ranked as the most creative idea compared to the same idea drawn with lower quality. 18
  • 48. 19
  • 49. 19 ty g) ali nin Qu  trai w   Lo hing ry   cVe sket   (no h etc Sk ty   ali Qu w   Lo h etc Sk ty   ali Qu h etc r)  Sk e lity sign ua e h  Q ial  DHig ustr d (In higher sketch quality
  • 50. 19 ty g) ali nin Qu  trai w   Lo hing ry   cVe sket   (no h etc Sk ty   ali Qu w   Lo h etc Sk ty   ali Qu h etc r)  Sk e lity sign ua e h  Q ial  DHig ustr d (In higher sketch quality
  • 51. 19 ty g) ali nin Qu  trai w   Lo hing ry   c Ve sket   (no h etc Sk ty   ali Qu w   Lo h etc Sk ty   ali Qu h etc r)  Sk e lity sign ua e h  Q ial  D Hig ustr d (In higher sketch quality0.8 0.7 0.6 0.5 0.4 Normalized  Average  ranking  of  creativity more creative
  • 52. 19 ty g) ali nin Qu  trai w   Lo hing ry   c Ve sket   (no 4 h etc Sk ty   ali Qu w   Lo 3 h etc Sk ty   ali Qu 2 h etc r)  Sk e lity sign ua e h  Q ial  D Hig ustr d (In 1 higher sketch quality0.8 0.7 0.6 0.5 0.4 Normalized  Average  ranking  of  creativity more creative
  • 53. Resultsonly moderate correlation between the perceived creativity ofwritten and sketched ideas Perceived Average Creativity of Written Description 0.8 0.6 0.4 0.2 0 r er/ r r aste Toas t l Toaste y To aste oodle To tion onta b Tra D bina Hori z Crum Com aker Coffee M 20
  • 54. Resultsonly moderate correlation between the perceived creativity ofwritten and sketched ideas Perceived Average Creativity of Written Description 0.8 0.6 0.4 0.2 0 r er/ r r aste Toas t l To aste y To aste oodle To tion onta b Tra D bina Hori z Crum Com aker Coffee M Perceived Average Creativity of Sketched Idea 0.8 0.6 0.4 0.2 0 t er/ aste r ter t er Toas e To Toas Toas tion odl Tray zo ntal bina Do Crum b Hori Com aker Coffee M 20
  • 55. WHAT DOES IT ALL MEAN? 21
  • 56. Sketching vs. writinginterpretation of “creativity” differs acrossdifferent media Horizontal Toaster vs. A horizontal toaster such that the bread is inserted and comes out horizontal to the ground. (more creative in writing) 22
  • 57. Sketching vs. writinginterpretation of “creativity” differs acrossdifferent media Horizontal Toaster vs. A horizontal toaster such that the bread is inserted and comes out horizontal to the ground. (more creative in writing) vs. Toaster/Coffee Maker A combination toaster/coffee maker. (more creative in sketch) 22
  • 58. Sketch quality can overpoweridea quality 23
  • 59. Sketch quality can overpoweridea qualitycreativity is influenced byaccurate proportions,accurate perspective,and proper line quality 23
  • 60. Sketch quality in presentationdisplay ideas in a similar quality and style 24
  • 61. Sketching in curricula for designers, engineers, and innovators“drawing should be explicitly recognized alongsidewriting, reading, and talking as a key element in scienceeducation” - Ainsworth, Prain, and Tytler in Science 25
  • 62. Future Worklevel of detail or refinement (sketch vs. cad vs. prototype)written vs. sketchedtextual creativity 26
  • 63. Future Worklevel of detail or refinement (sketch vs. cad vs. prototype)written vs. sketchedtextual creativity low highquality quality 26
  • 64. Future Worklevel of detail or refinement (sketch vs. cad vs. prototype)written vs. sketched detailed or refinedtextual creativity low highquality quality gestural or unrefined 26
  • 65. Future Worklevel of detail or refinement (sketch vs. cad vs. prototype)written vs. sketchedtextual creativity 26
  • 66. Future Worklevel of detail (sketch vs. cad vs. prototype)written vs. sketchedtextual creativity 27
  • 67. THANK YOU barry kudrowitz paula tebarryk@umn.edu pte@siegelgale.comwonderbarry.com itspaulate.tumblr.com @kudrowitz @itspaulate 28

×