Mental imagery and digital media in architecture design process: an experimental study

Over the last decades, digital technology use has transformed our lives, and psychology and neuroscience have begun investigating how technology may impact our brains and behaviors. Digital technology is also transforming architectural practice in all its aspects: ideational, constructive, and managerial. However, this radical transformation is taking place without sufficient critical reflection and systematic investigation.Here, we present the results of a pioneering study aimed at investigating whether and how the use of different tools in the design process may affect its cognitive and emotional aspects.To this end, we asked a group of undergraduate students in architecture to perform a simplified design activity in two different modalities, namely using “2D-3D CAD software” vs. using “only imagery” (within-subjects design). Cognitive and emotional dimensions of the experience were evaluated right after the task by using an ad hoc questionnaire. Expertise with the software and individual differences in psychological dimensions of interest were also assessed. Significant differences were found in various cognitive and emotional dimensions depending on the different conditions. The results suggest that the process of architectural design is sensitive to the tools used, at least in terms of the subjective experiences reported by participants. The theoretical and practical implications of these findings are discussed.