Design ideas, pragmatically speaking can be characterised as either simple or complex where the simple idea proposes a fairly straightforward, low risk solution to the problem at hand whereas the complex idea combines several simple ideas to produce one idea but at a higher level of uncertainty. Designers deal with both simple and complex ideas although simple ideas are typically easier to generate and communicate to clients and other stakeholders. Overall, clients prefer simple ideas as they are easier to understand and execute and are less likely to go wrong. Yet complexity reflects the multi-layered reality of the world around us which calls for deeper levels of understanding and greater problem solving ability on the part of designers. So what about contradiction between simplicity and complexity? Design ideas, as elements of thought, overlap and interrelate and are developed and articulated through the project. And so, ideation can be seen as a puzzle of simple and complex ideas put together by the designers and stakeholders involved in the project. In this pursuit, Generative AI has become a powerful ideation tool, and a virtual member of the design team.
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