the influence of sketch quality on perception of product-idea creativity
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THE INFLUENCE of SKETCH QUALITY on PERCEPTION of PRODUCT-IDEA CREATIVITY
Barry Kudrowitz, phdUniversity of Minnesota
Paula TeMIT
Siegel+Gale
David Wallace, phdMIT
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Draw this...
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Horizontal ToasterA horizontal toaster such that the bread is inserted and comes out horizontal to the ground.
Draw this...
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vs.
Summaryin a nut shell
these sketches represent the same idea
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vs.
Summaryin a nut shell
these sketches represent the same idea
not so creative rating
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vs.
Summaryin a nut shell
these sketches represent the same idea
not so creative rating very creative rating
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doodles thinking presentation emotiveidsketching.com
Sketch Taxonomy
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doodles thinking presentation emotiveidsketching.com
explorative explanative persuasive Olofssonand Sjolen
thinking prescriptive talking Ferguson
level 2 level 3 level 4 level 5McGown and Green
Sketch Taxonomy
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doodles thinking presentation emotiveidsketching.com
explorative explanative persuasive Olofssonand Sjolen
thinking prescriptive talking Ferguson
level 2 level 3 level 4 level 5McGown and Green
Ideas from Brainstorming Sessions
Sketch Taxonomy
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doodles thinking presentation emotiveidsketching.com
explorative explanative persuasive Olofssonand Sjolen
thinking prescriptive talking Ferguson
level 2 level 3 level 4 level 5McGown and Green
more refined, detailed, and focused
Ideas from Brainstorming Sessions
Sketch Taxonomy
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Sketching in idea generationSchutze et al, 2003; van der Lugt, 2005; Goldschmidt, 1991; Ullman et al, 1990
generating evolving communicatingdialectics of sketching - Goldschmidt
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Sketching in idea generationSchutze et al, 2003; van der Lugt, 2005; Goldschmidt, 1991; Ullman et al, 1990
generating evolving communicatingdialectics of sketching - Goldschmidt
does the visual presentation of the idea affect its perceived creativity?
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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
Prior studiesof sketching/aesthetics and creativity
* these are not the exact artifacts from these studies
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*
*
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Prior studiessketch clarity vs. perceived creativity
0
1.75
3.5
5.25
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clarity creativity
kudrowitz and wallace 2010
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HOW WE STUDIED SKETCHING & CREATIVITY
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Evaluating toaster ideas
four toaster ideas
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Evaluating toaster ideas
four toaster ideas
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Evaluating toaster ideas
four toaster ideas
varied quality of sketches
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Evaluating toaster ideas
four toaster ideas
varied quality of sketches
rank ideas from least creative to most creative
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Sketch quality
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correctness of PERSPECTIVE
Sketch quality
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correctness of PERSPECTIVE
realism of PROPORTIONS
Sketch quality
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correctness of PERSPECTIVE
realism of PROPORTIONS LINE WORK execution
Sketch quality
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increasing quality of sketchline work, perspective, and proportions
Sketch qualityof a horizontal toaster concept
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Evaluating Creativity
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Evaluating Creativity
A product idea is creative if a group of independent reviewers subjectively agree it is creative.
Amabile’s Consensual Definition of Creativity (1982)
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Evaluating Creativity
A product idea is creative if a group of independent reviewers subjectively agree it is creative.
Amabile’s Consensual Definition of Creativity (1982)
Anyone can be an appropriate judge of creativity
when dealing with common objects.Amabile (1982)
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1. Doodle ToasterA toaster with a side panel that you can draw on; the drawing can then be toasted on to the bread.
2. Toaster/Coffee MakerA combination toaster/coffee maker.
3. Horizontal ToasterA horizontal toaster such that the bread is inserted and comes out horizontal to the ground.
4. Crumb Tray ToasterA toaster that has a removable crumb tray at the bottom.
Selecting toaster concepts
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1. Doodle ToasterA toaster with a side panel that you can draw on; the drawing can then be toasted on to the bread.
2. Toaster/Coffee MakerA combination toaster/coffee maker.
3. Horizontal ToasterA horizontal toaster such that the bread is inserted and comes out horizontal to the ground.
4. Crumb Tray ToasterA toaster that has a removable crumb tray at the bottom.
Selecting toaster concepts
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1. Doodle ToasterA toaster with a side panel that you can draw on; the drawing can then be toasted on to the bread.
2. Toaster/Coffee MakerA combination toaster/coffee maker.
3. Horizontal ToasterA horizontal toaster such that the bread is inserted and comes out horizontal to the ground.
4. Crumb Tray ToasterA toaster that has a removable crumb tray at the bottom.
most creative idea
least creative idea
Selecting toaster concepts
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Creating toaster concepts
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Creating toaster concepts
middle school studentsno sketching training
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Creating toaster concepts
engineering studentslimited sketching training
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Creating toaster concepts
engineering graduate studentsome sketching experience
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Creating toaster concepts
industrial designeryears of sketching training & experience
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Creating toaster concepts
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Mechanical Turk is at least as representative of the U.S. Population as traditional subject pools. There is no difference in the magnitude of effects obtained using traditional methods and Mechanical Turk.(Paolacci et al 2010)
Mechanical Turkmturk.com
Evaluating Creativity
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Mechanical Turk is at least as representative of the U.S. Population as traditional subject pools. There is no difference in the magnitude of effects obtained using traditional methods and Mechanical Turk.(Paolacci et al 2010)
Mechanical Turkmturk.com
Evaluating Creativity
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Mechanical Turk is at least as representative of the U.S. Population as traditional subject pools. There is no difference in the magnitude of effects obtained using traditional methods and Mechanical Turk.(Paolacci et al 2010)
Mechanical Turkmturk.com
Evaluating Creativity
$0.10 per reviewer
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Evaluating toaster ideas
four toaster ideas
rank ideas from least creative to most creative
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Evaluating toaster ideas
four toaster ideas
rank ideas from least creative to most creative
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Evaluating toaster ideas
four toaster ideas
varied quality of sketches
rank ideas from least creative to most creative
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WHAT WE FOUND ABOUT SKETCHING & CREATIVITY
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sketch quality had a high correlation with the perceived creativity of the idea
Results
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sketch quality had a high correlation with the perceived creativity of the idea
Results
more creative
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sketch quality had a high correlation with the perceived creativity of the idea
Results
R² = 0.8934
more creative
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sketch quality had a high correlation with the perceived creativity of the idea
Results
vs.
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.
R² = 0.8934
more creative
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higher sketch qualityHigh Quality
Sketch
(Industria
l Designer)
Quality
Sketch
Low Quality
Sketch
Very Low Quality
(no sketching tra
ining)
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higher sketch qualityHigh Quality
Sketch
(Industria
l Designer)
Quality
Sketch
Low Quality
Sketch
Very Low Quality
(no sketching tra
ining)
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more creative
higher sketch qualityHigh Quality
Sketch
(Industria
l Designer)
Quality
Sketch
Low Quality
Sketch
Very Low Quality
(no sketching tra
ining)
Norm
alized
Ave
rage ranking of crea
tivity
0.4
0.5
0.6
0.7
0.8
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more creative
higher sketch qualityHigh Quality
Sketch
(Industria
l Designer)
Quality
Sketch
Low Quality
Sketch
Very Low Quality
(no sketching tra
ining)
Norm
alized
Ave
rage ranking of crea
tivity
0.4
0.5
0.6
0.7
0.8
1 2 3 4
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Resultsonly moderate correlation between the perceived creativity of written and sketched ideas
0
0.2
0.4
0.6
0.8
Perceived Average Creativity of Written Description
Combination Toaster/
Coffee MakerDoodle Toaster
Crumb Tray Toaster
Horizontal Toaster
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Resultsonly moderate correlation between the perceived creativity of written and sketched ideas
0
0.2
0.4
0.6
0.8
Perceived Average Creativity of Written Description
0
0.2
0.4
0.6
0.8
Perceived Average Creativity of Sketched Idea
Doodle Toaster
Combination Toaster/
Coffee Maker Horizontal Toaster
Crumb Tray Toaster
Combination Toaster/
Coffee MakerDoodle Toaster
Crumb Tray Toaster
Horizontal Toaster
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WHAT DOES IT ALL MEAN?
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Sketching vs. writinginterpretation of “creativity” differs across different media
Horizontal ToasterA horizontal toaster such that the bread is inserted and comes out horizontal to the ground.
vs.
(more creative in writing)
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Sketching vs. writinginterpretation of “creativity” differs across different media
Horizontal ToasterA horizontal toaster such that the bread is inserted and comes out horizontal to the ground.
vs.
(more creative in writing)
Toaster/Coffee MakerA combination toaster/coffee maker.
vs.
(more creative in sketch)
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Sketch quality can overpower idea quality
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Sketch quality can overpower idea quality
creativity is influenced by accurate proportions,accurate perspective,and proper line quality
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Sketch quality in presentationdisplay ideas in a similar quality and style
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Sketching in curricula
“drawing should be explicitly recognized alongside writing, reading, and talking as a key element in science education” - Ainsworth, Prain, and Tytler in Science
for designers, engineers, and innovators
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level of detail or refinement (sketch vs. cad vs. prototype)
written vs. sketched
textual creativity
Future Work
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highquality
lowquality
level of detail or refinement (sketch vs. cad vs. prototype)
written vs. sketched
textual creativity
Future Work
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highquality
lowquality
level of detail or refinement (sketch vs. cad vs. prototype)
written vs. sketched
textual creativity
Future Work
detailed or refined
gestural or unrefined
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level of detail or refinement (sketch vs. cad vs. prototype)
written vs. sketched
textual creativity
Future Work
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Future Work
level of detail (sketch vs. cad vs. prototype)
written vs. sketched
textual creativity
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THANK YOU
barry [email protected]
@kudrowitz
paula [email protected]
itspaulate.tumblr.com@itspaulate
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