Master's Thesis | Communication Design

Head & Guts

Making conscious design decisions


Over the course of a creative process designers are confronted with a variety of decisions. On the one hand they adhere to rules and guidelines, while on the other hand they also trust their gut instincts to make decisions. This abstract decision‒making process is often performed unconsciously. The aim of this master’s thesis is to first describe this process theoretically, and subsequently develop a product which can support designers in decision‒making.