The Role of Perception of Affective Quality in Graphic Design Inspiration and Ideation

This thesis explores the role of emotion in conceptual graphic design inspiration and ideation. Recent findings in fields such as cognitive psychology, judgement and decisionmaking show how emotion influences various aspects of cognition. For example, dimensions such as the intensity of an emotion and its degree of pleasantness or unpleasantness play key roles in breaking down complex information into simpler units and also in the integration of such information.