Male and female designers cognitive pattern based on linkography approach

Abstract

The main purpose of this study is to examine the male and female designer’s cognitive pattern during the conceptual stage of design process. We proposed the linkography approach in order to study the cognitive behaviour for both male and female designers by capturing their monologue, gestures and eye-movement data during the conceptual stage of design process. The obtained data was then will be further analysed by constructing a linkograph pattern. The commonalities and differences between male and female designer’s cognitive pattern will be studied based on their linkograph pattern. The results of the research concluded that female designers have a lower chance for idea generation in terms of novelty than male designers because female designers have a higher number of web link patterns than male designers. Secondly, based on the number of link pattern of sawtooth, male has a higher chance for new ideal development than female because male designers have a higher number of sawtooth. Lastly, male designers tend to have more opportunities for development of good ideas than female designers based on their number of ‘chunk link’ pattern because male designers have higher number of chunk compared to female designers.