The document discusses Semantic Differential (SD), a tool used in design to understand the connotations of design features during early ideation. SD involves creating a list of opposite adjectives, selecting participants, and interpreting results. It provides examples of adjective pairs used in SD like weak-strong and young-old. The document recommends using SD to get neutral people to rapidly assess design ideas, avoiding bias by not using friends/family, asking a few questions, and focusing on quality over quantity of responses. Results should be interpreted wisely and the SD reevaluated if unrealistic.

1. “ Semantic Differential” in Design SD is a tool that is useful to understand the connotations of the features of your designs during the early ideation process

2. The most important aspects of SD in design include: the creation of the list of opposite adjectives

3. the selection of participants

4. the interpretation of results Osgood, C.E., Suci, G., & Tannenbaum, P. (1957) The measurement of meaning. Urbana, IL: University of Illinois Press

5. Opposite adjectives in SD in design : Weak _ _ _ _ _ _ _ Strong Young _ _ _ _ _ _ _ Old Masculine _ _ _ _ _ _ _ Femenine Slow _ _ _ _ _ _ _ Fast neutral extremely in this direction extremely in this direction

7. To measure the validity of the evaluation, you can add correlations such as: Weak _ _ _ _ _ _ _ Strong … some other adjective pairs... Fragile _ _ _ _ _ _ _ Protected