Fixation in Visual Communication: Ideational Issues

Abstract

World development has fostered the effectiveness of utilizing visuals in print and electronic media communication. The visuals for communication are crafted through the ideation process to the final execution of the project. In completing a design project, ideation must be successfully carried out. But sometimes, there are instances where the process is hindered since designers may want to settle for comfort zones and thus become fixated on ideas. This study therefore aims at exploring the challenges associated with design fixation in ideation in the local setting and how to mitigate them. Using interviews and observation in a qualitative inquiry, the researchers examined the phenomenon under study with the aid of the Ideation Activity Model as a theoretical lens. The study revealed an insightful relationship between designers, tools (manual and digital), design process, ideation techniques, client, design team, and the outcome of a designer’s activity during ideation. Four major themes that affect design fixation were discovered: the Designer’s background, Digital Ideation, Client and Designer tensions, and Fixation type.