The Study of Cognitive Differences between Designers and Users based on Schema Theory

DS 122: Proceedings of the Design Society: 24th International Conference on Engineering Design (ICED23)

Year: 2023
Editor: Kevin Otto, Boris Eisenbart, Claudia Eckert, Benoit Eynard, Dieter Krause, Josef Oehmen, Nad
Author: Guo, Su (1,2); Fan, Shengxi (1); Meng, Yichen (2)
Series: ICED
Institution: 1: Tongji University; 2: Zhengzhou University of Aeronautics
Section: Design Methods
Page(s): 3513-3522
DOI number:


This study is grounded upon the cognitive process and knowledge representation, analyzes the differences in perceptions between designers and users by applying schema theory. Per design process, we disassembled the semantic words that represent the design concept, and re-construct the representative visual imagery library. We experimented the imagery library with selective designers and users, and through their selections of the images, we uncovered: 1. The differences largely exist in concept interpretation and imagery selection between designers and users, which has strong relationship with their different schema; 2. The experiment revealed the fact that designers are inclined to understand the concept by disassembling the elements, and have obvious tendency of professionalism, while users’ interpretation prefers complete forms and life-oriented; 3. As compared with users, designers relatively prefer brand-new, creative elements in selecting visualized representation.

Keywords: Design cognition, Design learning, Conceptual design, Conceptual schema

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