Journal of Product Design, Quality Engineering & Technology

Abstract

Design creativity and user experience (UX) are important parts of modern product development. Traditional design methods mostly focus on aesthetics, usability and engineering performance, but recent research shows that understanding how the human brain works can strongly improve design outcomes. Neurocognitive approaches combine neuroscience, psychology and design thinking to study how users perceive, feel and interact with products. Brain responses, cognitive load, emotional reactions and decision making patterns all influence how a user experiences a design. Tools such as EEG, eye tracking, fMRI and biometric sensors help designers to understand hidden user reactions that surveys or interviews may fail to capture. This paper reviews the neurocognitive foundations of creativity, the role of brain processes in UX, and how these insights are applied in product design. It also discusses experimental tools, applications in digital interfaces and physical products, and future challenges. The integration of neurocognition into design practices provides more human-centered, emotionally engaging and innovative design solutions.

Keywords: Neurocognition, Design Creativity, User Experience, Brain-Computer Interaction, Cognitive Load, Emotional Design, EEG, Eye Tracking, Human-Centered Design