Abstract

The article describes the importance of the analysis process for the practice of communication design. The main aim of the article is to show the difference between a creative attitude and a scientific attitude. Both of these attitudes seem crucial for reflective design, where the focus is on problem solving and delivering simple-to-use solutions to the end user. A scientific attitude ensures curiosity and a willingness to explore problems, while a creative attitude is responsible for the willingness to solve them in a creative way. Empiricism in design cannot be reduced to methods and tools; without curiosity, openness, and readiness, the methodological approach to research design work will lead to its automation, which may translate into the lack of a smooth transition between a scientific and a creative attitude, i.e., between reason and intuition. In such an environment, it is easy to become corrupted by statistical data, while the world and its possibilities are much wider. In design, no one requires repeated experiments in order to falsify hypotheses or refute theories; the goal is solving problems according to the principle of such doctrines like human-centered design, with people, about people, and bearing in mind that people need an environment to live and survive.