This paper explores the cognitive mechanisms underlying creative design through a cognitive neuroscience approach. While prior studies have used protocol analysis and psychological experiments to examine design cognition, recent advances in neuroscience offer new opportunities for deeper insights. We introduce investigations employing high-temporal-resolution EEG analysis and causal validation through brain stimulation experiments. These approaches aim to clarify how creative ideas emerge and evolve within the constraints of real-world product design, where functionality, practicality, and innovation must be balanced. By integrating design thinking with neural data, this research seeks not only to advance understanding of the neural basis of creative design but also to contribute to the development of methods for fostering creativity in design practice. The paper reviews current neuroscience findings on creative cognition, highlights the potential of neurotechnology in design research, and outlines future challenges.
Koji Koizumi (Wed,) studied this question.