This document summarizes research into how the quality of sketches can influence perceptions of creativity for product ideas. The researchers conducted studies where they presented different product ideas to participants along with sketches of varying quality. They found that sketch quality had a high correlation with how creatively the ideas were rated, with higher quality sketches being rated as more creative. However, there was only a moderate correlation between the perceived creativity of written descriptions of ideas and sketched versions of the same ideas. The researchers conclude that sketch quality can overpower idea quality in terms of perceived creativity. They suggest that sketching proficiency should be emphasized more in design and engineering education.

1. THE INFLUENCE of SKETCH
QUALITY on PERCEPTION of
PRODUCT-IDEA CREATIVITY
Barry Kudrowitz, phd Paula Te David Wallace, phd
University of Minnesota MIT MIT
Siegel+Gale
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2. Draw this...
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3. Draw this...
Horizontal Toaster
A horizontal toaster such that the
bread is inserted and comes out
horizontal to the ground.
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4. Summary
in a nut shell
these sketches represent the same idea
vs.
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5. Summary
in a nut shell
these sketches represent the same idea
vs.
not so creative rating
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6. Summary
in a nut shell
these sketches represent the same idea
vs.
not so creative rating very creative rating
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7. Sketch Taxonomy
idsketching
.com doodles thinking presentation emotive
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8. Sketch Taxonomy
idsketching
.com doodles thinking presentation emotive
McGown
and Green level 2 level 3 level 4 level 5
Olofsson
and Sjolen explorative explanative persuasive
Ferguson
thinking prescriptive talking
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9. Sketch Taxonomy
Ideas from Brainstorming Sessions
idsketching
.com doodles thinking presentation emotive
McGown
and Green level 2 level 3 level 4 level 5
Olofsson
and Sjolen explorative explanative persuasive
Ferguson
thinking prescriptive talking
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10. Sketch Taxonomy
Ideas from Brainstorming Sessions
idsketching
.com doodles thinking presentation emotive
McGown
and Green level 2 level 3 level 4 level 5
Olofsson
and Sjolen explorative explanative persuasive
Ferguson
thinking prescriptive talking
more refined, detailed, and focused
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11. Sketching in idea generation
Schutze et al, 2003; van der Lugt, 2005; Goldschmidt, 1991; Ullman et al, 1990
generating evolving communicating
dialectics of sketching - Goldschmidt
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12. Sketching in idea generation
Schutze et al, 2003; van der Lugt, 2005; Goldschmidt, 1991; Ullman et al, 1990
generating evolving communicating
dialectics of sketching - Goldschmidt
does the visual presentation of the idea affect its perceived creativity?
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13. Prior studies * these are not the exact
artifacts from these studies
of sketching/aesthetics and creativity
positive correlations between sketching ability and artistic creativity
Chan and Zhao, 2010; Chan and Chan, 2007
positive correlation between the number of sketches made during a design
process and product prototype outcome
Yang and Cham, 2007; Song and Agogino, 2004; Schutze et al, 2003
* prototype attractiveness was highly correlated with ratings of creativity
Christiaans, 2002
the category of affect, which included attractiveness, was found to be the
strongest indicator of willingness to purchase
* Horn and Salvendy, 2009
When evaluating art it was found that originality was an important factor in
determining aesthetic quality
* Hekkert and Wieringen, 1996
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14. Prior studies kudrowitz and wallace 2010
sketch clarity vs. perceived creativity
clarity creativity
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5.25
3.5
1.75
0
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15. HOW WE STUDIED
SKETCHING & CREATIVITY
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16. Evaluating toaster ideas
four toaster ideas
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17. Evaluating toaster ideas
four toaster ideas
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18. Evaluating toaster ideas
four toaster ideas
varied quality of
sketches
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19. Evaluating toaster ideas
four toaster ideas
varied quality of
sketches
rank ideas from least
creative to most
creative
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20. Sketch quality
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21. Sketch quality
correctness of PERSPECTIVE
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22. Sketch quality
correctness of PERSPECTIVE
realism of PROPORTIONS
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23. Sketch quality
correctness of PERSPECTIVE
realism of PROPORTIONS LINE WORK execution
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24. Sketch quality
of a horizontal toaster concept
increasing quality of sketch
line work, perspective, and proportions
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25. Evaluating Creativity
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26. Evaluating Creativity
A product idea is creative if a group
of independent reviewers subjectively
agree it is creative.
Amabile’s Consensual Definition of Creativity (1982)
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27. Evaluating Creativity
A product idea is creative if a group
of independent reviewers subjectively
agree it is creative.
Amabile’s Consensual Definition of Creativity (1982)
Anyone can be an appropriate judge of creativity
when dealing with common objects.
Amabile (1982)
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28. Selecting toaster concepts
1. Doodle Toaster
A toaster with a side panel that you can draw on;
the drawing can then be toasted on to the bread.
2. Toaster/Coffee Maker
A combination toaster/coffee maker.
3. Horizontal Toaster
A horizontal toaster such that the bread is
inserted and comes out horizontal to the ground.
4. Crumb Tray Toaster
A toaster that has a removable crumb tray at the
bottom.
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29. Selecting toaster concepts
1. Doodle Toaster
A toaster with a side panel that you can draw on;
the drawing can then be toasted on to the bread.
2. Toaster/Coffee Maker
A combination toaster/coffee maker.
3. Horizontal Toaster
A horizontal toaster such that the bread is
inserted and comes out horizontal to the ground.
4. Crumb Tray Toaster
A toaster that has a removable crumb tray at the
bottom.
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30. Selecting toaster concepts
most creative idea 1. Doodle Toaster
A toaster with a side panel that you can draw on;
the drawing can then be toasted on to the bread.
2. Toaster/Coffee Maker
A combination toaster/coffee maker.
3. Horizontal Toaster
A horizontal toaster such that the bread is
inserted and comes out horizontal to the ground.
4. Crumb Tray Toaster
least creative idea A toaster that has a removable crumb tray at the
bottom.
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31. Creating toaster concepts
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32. Creating toaster concepts
middle school students
no sketching training
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33. Creating toaster concepts
engineering students
limited sketching training
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34. Creating toaster concepts
engineering graduate
student
some sketching experience
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35. Creating toaster concepts
industrial designer
years of sketching training &
experience
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36. Creating toaster concepts
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37. Evaluating Creativity
Mechanical Turk
mturk.com
Mechanical Turk is at least as representative of the U.S. Population as
traditional subject pools. There is no difference in the magnitude of
effects obtained using traditional methods and Mechanical Turk.
(Paolacci et al 2010)
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38. Evaluating Creativity
Mechanical Turk
mturk.com
Mechanical Turk is at least as representative of the U.S. Population as
traditional subject pools. There is no difference in the magnitude of
effects obtained using traditional methods and Mechanical Turk.
(Paolacci et al 2010)
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39. Evaluating Creativity
Mechanical Turk
mturk.com
Mechanical Turk is at least as representative of the U.S. Population as
traditional subject pools. There is no difference in the magnitude of
effects obtained using traditional methods and Mechanical Turk.
(Paolacci et al 2010)
$0.10 per reviewer
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40. Evaluating toaster ideas
four toaster ideas
rank ideas from least
creative to most
creative
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41. Evaluating toaster ideas
four toaster ideas
rank ideas from least
creative to most
creative
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42. Evaluating toaster ideas
four toaster ideas
rank ideas from least
creative to most
creative
varied quality of
sketches
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43. WHAT WE FOUND ABOUT
SKETCHING & CREATIVITY
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44. Results
sketch quality had a high correlation with the perceived creativity of the idea
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45. Results
sketch quality had a high correlation with the perceived creativity of the idea
more creative
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46. Results
sketch quality had a high correlation with the perceived creativity of the idea
R² = 0.8934
more creative
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47. Results
sketch quality had a high correlation with the perceived creativity of the idea
R² = 0.8934
vs.
more creative
High quality sketches were 2.6 times more likely to be ranked
as the most creative idea compared to the same idea drawn with
lower quality.
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48. 19

49. 19
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0.8
0.7
0.6
0.5
0.4
Normalized
Average
ranking
of
creativity
more creative

52. 19
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(no
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higher sketch quality
0.8
0.7
0.6
0.5
0.4
Normalized
Average
ranking
of
creativity
more creative

53. Results
only moderate correlation between the perceived creativity of
written and sketched ideas
Perceived Average Creativity of Written Description
0.8
0.6
0.4
0.2
0
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54. Results
only moderate correlation between the perceived creativity of
written and sketched ideas
Perceived Average Creativity of Written Description
0.8
0.6
0.4
0.2
0
r er/ r r
aste Toas
t
l To aste y To aste
oodle To tion onta b Tra
D bina Hori
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Crum
Com aker
Coffee M
Perceived Average Creativity of Sketched Idea
0.8
0.6
0.4
0.2
0
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r ter t er
Toas e To Toas Toas
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bina Do Crum
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55. WHAT DOES IT ALL MEAN?
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56. Sketching vs. writing
interpretation of “creativity” differs across
different media
Horizontal Toaster
vs. A horizontal toaster such that the
bread is inserted and comes out
horizontal to the ground.
(more creative in writing)
22

57. Sketching vs. writing
interpretation of “creativity” differs across
different media
Horizontal Toaster
vs. A horizontal toaster such that the
bread is inserted and comes out
horizontal to the ground.
(more creative in writing)
vs. Toaster/Coffee Maker
A combination toaster/coffee
maker.
(more creative in sketch)
22

58. Sketch quality can overpower
idea quality
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59. Sketch quality can overpower
idea quality
creativity is influenced by
accurate proportions,
accurate perspective,
and proper line quality
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60. Sketch quality in presentation
display ideas in a similar quality and style
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61. Sketching in curricula
for designers, engineers, and innovators
“drawing should be explicitly recognized alongside
writing, reading, and talking as a key element in science
education” - Ainsworth, Prain, and Tytler in Science
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62. Future Work
level of detail or refinement (sketch vs. cad vs. prototype)
written vs. sketched
textual creativity
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63. Future Work
level of detail or refinement (sketch vs. cad vs. prototype)
written vs. sketched
textual creativity
low high
quality quality
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64. Future Work
level of detail or refinement (sketch vs. cad vs. prototype)
written vs. sketched
detailed or refined
textual creativity
low high
quality quality
gestural or unrefined
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65. Future Work
level of detail or refinement (sketch vs. cad vs. prototype)
written vs. sketched
textual creativity
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66. Future Work
level of detail (sketch vs. cad vs. prototype)
written vs. sketched
textual creativity
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67. THANK YOU
barry kudrowitz paula te
barryk@umn.edu pte@siegelgale.com
wonderbarry.com itspaulate.tumblr.com
@kudrowitz @itspaulate
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