Creativity is important in the design and manufacture of successful products, yet neither creativity nor the early stages of design are well understood. This lack of understanding limits the tools that can be developed to support the crucial earlier stages of design that ultimately determine product success. My research aims to better understand creativity by studying and quantifying the potential of semantic stimuli (words) presented during concept generation. Natural language was chosen as design stimuli because language provides a systematic framework for stimuli generation. Furthermore, natural language is ubiquitous and intimately related to cognitive functions required in design such as reasoning and memory. Ultimately, the results of this research will assist in the development of early-design support tools. In a series of four experiments, the effects of semantic stimuli oppositely and similarly related to the experiment problem were examined with respect to creativity and designers’ language patterns. Results show that opposite-stimulus concepts were significantly more creative than similar-stimulus concepts. It also was observed that opposite stimuli elicited designer behaviours that may encourage creative concepts. These results suggest that the use of oppositely related stimulus words is a practical method for encouraging creative design.

Creativity is important in the design and manufacture of successful products, yet neither creativity nor the early stages of design are well understood. This lack of understanding limits the tools that can be developed to support the crucial earlier stages of design that ultimately determine product success. My research aims to better understand creativity by studying and quantifying the potential of semantic stimuli (words) presented during concept generation. Natural language was chosen as design stimuli because language provides a systematic framework for stimuli generation. Furthermore, natural language is ubiquitous and intimately related to cognitive functions required in design such as reasoning and memory. Ultimately, the results of this research will assist in the development of early-design support tools. In a series of four experiments, the effects of semantic stimuli oppositely and similarly related to the experiment problem were examined with respect to creativity and designers’ language patterns. Results show that opposite-stimulus concepts were significantly more creative than similar-stimulus concepts. It also was observed that opposite stimuli elicited designer behaviours that may encourage creative concepts. These results suggest that the use of oppositely related stimulus words is a practical method for encouraging creative design.