Ideation constraints

Design ideation is sometimes being perceived as starting with a "blank page". The reality, however, is that ideation, as part of the design process, is not limitless but constrained by internal and external factors.

Internal factors may include; knowledge base, long term memory, and the designer's sense of audience or client needs. External factors may include; time allocated to the task, brief specification, client expectations, ideation tools for the job (skills and availabilty), and the designer's access to reference material.