Design and Creativity

Department of Design and Creativity (DC)

“Cognitive science – design & Creativity”; is a comprehensive discipline that includes all levels of knowledge that cannot be diminished to a specific field. According to Norman, cognitive design is about understanding human beings or understanding the cognitive levels in humans and using these abilities to improve the human interaction with the product, service, systems, etc. with which they are involved. All the tasks of cognitive designers in order to apply this knowledge for the benefit of humans and to establish a bridge between humans and the inevitable advancement of technology.

Cognitive designers in the new design education system; have the role of facilitator and educator to improve the performance and ease of use of products.

On the one hand, cognitive designers are looking for effective cognitive processes in a designer’s mental process, on the other hand, by intervening in the product design process, in the user studies phase, they provide deeper and more accurate information in the field of user cognition and behavior. Cognitive design involves thinking and pursuing the stability of a system or the intelligence of an object. Every problem for cognitive designers is to pay attention to the fact that the deep processes of user cognition, technological limitations, cognitive ergonomics, production, and the market must be considered and a balance must be struck between these factors. The field of cognitive design is similar to management because it is a problem-solving activity that follows a systematic, logical, and orderly process. Therefore, cognitive design plays an important role in innovation management as well as conflict management.

Cognitive Design Department research Priorities:

  • Topics related to UI / UX design, the impact of web page design on cognitive functions and improving user interaction (using eye-tracking, EEG, etc.), and the expression of innovative ideas in the field of design.
  • Designing serious games, whether game board or digital (in this area, the focus is on game design, not clinical phase assessment).
  • Topics related to the field of neuromarketing (packaging design, Merchandising, user interface design of online stores) and measuring the effectiveness of design with cognitive neuroscience data through electroencephalography, eye-tracking data, etc.
  • Experimental topics related to the fields of creativity (in this section, the goal is not just a theoretical task, designing creativity protocols, designing creative methods, modeling creativity)
  • Product or service design for specific spectrums (behavioral interventions designed for autism, ADHD, dementia, Alzheimer’s, etc.).
  • Experimental studies of design thinking (study of designers’ behavior such as recording brain signal data in various design thinking processes and implementing design thinking models on other groups and measuring their effectiveness)
  • Design and upgrade cognitive tests in order to facilitate users’ communication with these tests.



Head of Department, Assistant Professor:

Dr. Shaghayegh Chitsaz


Dr.Reza Kazemi, Assistant Professor


Dr.Vida Mirabolfathi, Assistant Professor