Empatik Tasarım Yaklaşımında Bilişsel Nörobilim Araçlarının Rolü: Nörotasarım Kavramı Çerçevesinde Bir Vaka Çalışması

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Thesis Type: Doctorate

Institution Of The Thesis: Yildiz Technical University, Graduate School Of Social Sciences, Department Of Art And Design, Turkey

Approval Date: 2026

Thesis Language: Turkish

Student: SİMGE KIRTEKE

Supervisor: Ertan Toy

Open Archive Collection: AVESIS Open Access Collection

Abstract:

In design research, the use of neuroscience-based measurement tools is gaining importance every day, as it allows creative processes to be discussed not only by describing them but also through measurable variables. While previous studies on the design process mostly relied on the education level, interpretation, and creative aspect of the design practitioner, advances in cognitive neuroscience technologies make it possible to examine the cognitive mechanisms involved in problem-solving and idea generation more concretely. Especially in the last decade, developments in this field have supported the advancement of the problem-solving approach in design towards an evidence-based methodological framework. This research highlights the importance of actively using design rules based on more scientific results instead of traditional methods in design implementation processes. This study, which uses design as a tool for informing and raising awareness through empathy for social benefit, addresses the issue of organ donation, which is of great importance in society but not widely known by individuals. The research was conducted using a mixed-methods approach, integrating eye-tracking and galvanic skin response techniques with more traditional methods such as surveys and in-depth interviews. Due to the changes in the speed of reception that have emerged with today's technological age, the sample was determined to be students age 18-24. The research experiments were conducted at the Neuromarketing Laboratory of Üsküdar University with volunteer participants from Üsküdar University. The results of the research show that scientific approaches can create positive changes in the field of visual communication design. Thanks to this scientific approach, a roadmap has been provided for design practitioners, particularly in their awareness-raising efforts, showing them which steps to follow and which current design criteria to consider. In this context, the prepared study is a unique example both in Turkish and international literature. Keywords: Neurodesign, Empathic Design, Visual Communication Design, Organ Donation, Social Responsibility Design.