Abstract
We have been studying the effects of language stimuli on design concept creativity. We are motivated to study language and design because of the established relationship between language and cognitive processes central to design such as reasoning. As creativity is an important measure of design, many design methods use stimuli with the aim of increasing concept creativity. Language relationships such as the opposition relationship provide a systematic method of generating non-obvious stimuli that may increase concept creativity. In this paper, we summarize and discuss two experiments where participants used oppositely related and similarly related word stimuli in conceptual design. We found that designers using oppositely related word stimuli developed more novel concepts. We also observed that opposite stimuli elicited designer behaviours that may encourage creative concepts. These results suggest that opposite stimuli is a practical method for encouraging creative design.
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