Cognitive Design Skills: How cognitive skills can help us become better designers.
The human brain remembers, reasons, focuses, learns and reads using cognitive resources or skills by processing information and transmitting this information to the required areas of the brain. As designers, developing these cognitive skills is key to working effectively and efficiently. In this article, I would make an attempt at making a connection between nine cognitive skills and the world of design, hoping that a very solid connection can be established to improve our processes and workflows.
Cognitive skills are typically divided into nine different categories, each representing a way the brain interprets and uses information.
1. Sustained Attention: Focusing on a single task is essential for effectiveness and efficiency when carrying out a design project. Typically, as creative people, we are often victims of unsustained attention wanting to move on to the next “new thing” which can be attributed to the FOMO (Fear of missing out). Beyond design projects, sustained attention helps to develop and maintain motivation in our specialization, working for the long term goals of what we do, attaining expertise. I have written an article where I shared strategies for achieving and maintaining focus while working.
2. Selective Attention: In a typical design project, say designing a logo, various tasks need to be completed. The skill of selective attention allows us to focus on a single task even when there are distractions around. In the logo design project, you could practice selective attention at every phase in your process without having to think about the next phase just yet. For instance, paying selective attention to sketching would allow you to focus all of your other cognitive resources on the sketches ensuring that your concepts work at the sketch phase before going digital. This helps to solidify your process; selective attention because of its nature presents the opportunity to refine your process making it more effective and efficient.
3. Divided Attention: In some projects, you may have to multi-task. You may have to switch from a tool to another using varying information to perform certain tasks. The ability to maintain divided attention implies that you can interpret and retain information while completing these tasks. You may need to gather information about a project and analyze them concurrently.These are two different tasks and the ability to maintain divided attention ensures that they are completed successfully.
4. Long-Term Memory: The ability to remember facts, concepts, processes, and frameworks in design learned weeks or years ago is a skill that cannot be overemphasized. I have found myself in situations where I saw video tutorials on how to create an effect in photoshop and weeks later when I needed that same information I couldn’t recall it. This translates to inefficiency in my opinion because to get back the information, I will have to go find the video and watch again to accrue the information needed. To correct this, I have tried to ensure the transfer of learning. Whenever I gain access to any useful new information by selectively paying attention to what I need to know, I apply it as fast as I can. This strategy has helped me improve my long-term memory and I hope it helps you too.
5. Working Memory: Commonly referred to as short-term memory, this helps to retain information while in use. The ability to retain recently acquired information, say for example a business goal a client had shared with you in a discovery session held is a skill attributed to short-term memory. Retrieving and retaining information is a skill that can be honed and developed, there are stories of people that can recall information merely by taking a glance at it. I believe that the ability to recall and retain information in the short term would help us designers engage in valuable and meaningful conversations with a client before, during and after a project, positioning us as effective and efficient providers of design solutions.
6. Logic and Reasoning: Designers are meaning makers. We create meaning by combining shape, sound, motion, and color to form patterns that communicate certain messages, ideas, and feelings. The skill that affords for the creation of these meaning-making patterns is the ability to think logically and reasonably; to arrive at sound and practical conclusions. This skill is what is required to brainstorm ideas and generate solutions for our clients. One way I think this skill can be honed and developed is by consuming the right content in the right way. Read!!! Books generally offer a broader perspective to the way we think, helping us refine our thought processes, that is if we read the right books the right way. The amount of books we read isn’t as important as how much we can understand, remember (Long-term and short-term) and apply. Understand!Remember!Apply!
7. Auditory processing: Listening is a skill that every designer should possess and hone to the highest level possible. This skill helps us to actively listen to clients, colleagues, and leaders by interpreting what you have heard and synthesizing the information needed. As with logic and reasoning, there is a way to listen actively and effectively. Listen to understand, not to respond! Clients love designers that are invested in understanding their pain points and business goals. Listening doesn’t only benefit the client, it makes the job easier. This means you do not have to assume any important information required for the completion of a project.
8. Visual Processing: The ability to effectively interpret images and analyze designs is an important cognitive skill a designer should possess. Designers should be able to make visual representations of data, ideas, and emotions, providing solutions that address the pain points and goals of clients. The ability to interpret visuals is also an important skill to have and utilize when presenting work to clients. This means you can interpret and explain in plain terms the design solutions you have developed, communicating effectively the solution that you have provided. In developing this skill, one must consciously develop visual vocabulary. Take a poster, for instance. Try as much as possible to describe what you can see or feel from the poster using descriptive adjectives. Are there certain colors that are identifiable in the poster? Do they communicate any message?. Why are certain design elements placed in specific positions on the poster? I think a conscious effort towards developing our visual vocabulary as designers would help us create a perspective that clients can relate with.
9. Processing Speed: This final cognitive skill can be compared to the processing speed of the RAMs in our personal computers. Higher processing speed in our computers means that we can analyze, interpret and access information quickly and accurately. We all get frustrated when our computers fail to carry out actions quickly as it tends to disrupt our creative flow. In the same vein as designers, the ability to quickly and accurately perform tasks, interpreting and recalling information at such speed that it significantly improves our productivity is essential to effectively and efficiently completing projects. This processing speed increases, as opposed to our computer RAMs, as we improve all other cognitive skills.
I strongly believe that understanding and improving these cognitive skills would help shape the development off our careers as designers. it would likewise empower us with the required skills to create sustainable and valuable design solutions.
Are there any cognitive skills you think should be on the list? Willing to share your strategies on developing some of these skills listed here? Kindly share your thoughts and comments.
Hope this helps.
Cheers!!!
Isaac Amos is a brand strategist and identity systems designer passionate about developing strategies and identity systems to provide actionable solutions that create value and foster growth. You can reach him on Instagram @theisaacamos, on LinkedIn as Isaac Amos and via email at theisaacamos@gmail.com.
