Bridging the gap in engineering creativity evaluations: exploring novice eye-gaze behavior across design modalities

The Consensual Assessment Technique (CAT) is one of the most effective and commonly used design evaluation methods. However, it fails to capture implicit cognitive processes and has mainly been studied in a homogenous design modality. To bridge this gap, the present study investigates the impact of design ideas represented in different modalities (i.e., text-only, sketch-only, text + sketch) on design evaluations for creativity, novelty, and usefulness, and examine human gaze patterns during the evaluation process. Our findings showed that novice raters exhibit higher interrater reliability and greater convergence in visual attention when rating ideas containing sketches compared to text-only design modality, highlighting the value of visual elements in design evaluations.