ARGUMENTATION AND REASONING IN DESIGN: AN EMPIRICAL ANALYSIS OF THE EFFECTS OF VERBAL REASONING ON IDEA VALUE IN GROUP IDEA GENERATION

DS 84: Proceedings of the DESIGN 2016 14th International Design Conference

Year: 2016
Editor: Marjanovic Dorian, Storga Mario, Pavkovic Neven, Bojcetic Nenad, Skec Stanko
Author: Cramer-Petersen, C. L.; Ahmed-Kristensen, S.
Series: DESIGN
Section: DESIGN INNOVATION
Page(s): 957-966

Abstract

Reasoning is argumentative and is at the core of design activity and thinking. Understanding the influence of reasoning on the value of ideas is key to support design practice. The paper aims to show the effect of verbal reasoning on the value of ideas. Protocol analyses of four industry cases doing idea generation shows that framing by certainty and deductive reasoning lead to useful incremental ideas while framing by uncertainty and abductive reasoning lead to radical ideas. The paper concludes that the way of framing ideas is indicative of how ideas add value to on-going design processes.

Keywords: reasoning in design, design cognition, argumentation, idea generation, evaluation

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