Comparing designers’ EEG activity characteristics for common association and remote association

Abstract

Design is a principal form of creative output. Understanding creativity can be influential in development aimed at improving the design process. Association, a proxy for creativity, has been studied by neuroscience technology in recent years. However, most of these studies are about which part of the brain or which wave bands are related to the association process. EEG characteristics such as event-related potential (ERP) and EEG signals tendency have not been fully studied. Therefore, this study aims to identify the EEG activities of common association and remote association and compare the differences. The results revealed that the common association was evoked faster than remote association. When common association and remote association processes are evoked, both can lead to a result fast. However, after generating one result, remote association will stop while common association will keep generating more results unconsciously