Heuristics, reasoning methods and cognitive biases in design

KEY WORDS:
1. Heuristics
2. Cognitive Errors
3. Media Design
4. Decision-Making
5. Creative Process
Problem Solving, Reasoning, Adaptation, Decision Making, Engagement in the Creative Process and its Reception.

Heuristics are simplified methods of reasoning necessary for functioning in situations of information load, which can sometimes lead to cognitive errors. The main aim of the module is to identify fundamental cognitive shortcuts, which are tools for maximizing the optimization of cognitive processes that occur both in the creative process and in the reception and interpretation of creative material. Acquiring the skills to recognize and predict these cognitive processes, which are mostly used unconsciously, helps in strategic media design to anticipate the behaviour and decision-making processes of media recipients (e.g., film, television viewers, or game participants, particularly computer games). Students will become familiar with availability heuristics, anchoring adjustment, and representativeness. Basic cognitive errors, as well as external and internal attributions, will be discussed and illustrated. The content of the module should increase the student’s awareness – as a potential creator or designer – regarding the responsibility for engaging the audience in effective information-seeking, decision-making processes, reasoning, and methods of creative problem-solving.

1. thematic section: Availability Heuristics
2. thematic section: Anchoring-Adjustment Heuristics
3. thematic section: Representativeness Heuristics
4. thematic section: Cognitive Errors
5. thematic section: External and Internal Attributions

Lecturer: Iwona Pomianowska, PhD

Form of teaching: seminars, 2 academic hours (1,5 hours), 30 hours in total

ECTS: 3

Basic Course (BC): knowledge in area of expertise

Maximum number of places: 15

Duration: 1 October 2024 (to be confirmed) to 16 January 2025

Time: Monday, between 13:45-20:30 (CET)