Design Concepts and Their Relationship with Visual Representations: A Study on the Use of AI-Generated Images and Visual Attention
Academic Article in Scopus
Generative Artificial Intelligence (GenAI) is transforming how design students conceptualize and interpret core disciplinary principles. This exploratory study investigates how AI-generated visual representations influence the association of five key design concepts functionality, feasibility, aesthetics, sustainability, and ideation while examining students' visual attention patterns during a forced-association task. Thirty-six design students participated in an eye-tracking (ET) experiment in which they analyzed digital images derived from two iconic chairs represented as hand drawings, sketches, and cardboard mock-ups using GenAI. Visual behavior data were evaluated using Visit Counts (VC) and Total Fixation Duration (TFD), supported by exit-survey responses. Results indicate that students could correctly associate concepts with the stimuli, demonstrating meaningful cognitive-semantic processing. Representations selected as correct presented higher fixation durations during decision-making, reflecting deeper visual validation. Overall, the study highlights an experimental protocol and pedagogical potential of GenAI examination in supporting conceptual and visual interpretation in design education.
