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Abstract

Designer Experience Transfer: Overlapping and Distinct Brain Activity at Different Levels of Creativity

The current study examined brain activation in designers in response to pictorial stimulation during tasks involving transforming imagination. Thirty-four multimedia designers were invited and guided to complete a creative personality scale. The top and bottom thirds of them (12 each) were labelled as high-creativity (HC) and low-creativity (LC) groups. Our results indicate: (i) Design exploration was characterised by activation in the right lateral frontal and right temporal cortices. HC designers exhibited a higher activity in the right temporal cortex, whereas LC designers exhibited a higher activity in the right lateral frontal cortex. (ii) Design crystallisation was characterised by activation in the left occipital and right lateral frontal cortices. HC designers exhibited a higher activity in the left occipital cortex, whereas LC designers exhibited a higher activity in the right lateral frontal cortex. (iii) Design transferability was characterised by activation in the right medial frontoparietal and left frontotemporal cortices. HC designers exhibited a higher activation in the right medial frontoparietal cortex, whereas LC designers exhibited a higher activity in the left frontotemporal cortex.


Author(s): Liang C, Liu CY and Chang WS

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