Abstract
Among cognitive research on creativity, only a few are about divergent thinking in design. In order to better understand the internal mental process of designers, this study adopts protocol analysis and focuses on the field of visual communication design. The commonalities and differences between expert designers and novice designers, together with their strengths and weaknesses, are summarized based on the way they approach divergent thinking, aiming to help novice designers overcome their weaknesses and grow faster. In addition, this study clarifies the components of divergent thinking and their interrelation, building a cognitive model of designers' divergent thinking in design.
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