An Attempt to Examine Digital Native and Digital Immigrant Macau Graphic Designers' Perceptions of Adopting Generative Design

Abstract

The manifestation of generating digital visuals through an algorithm is gaining worldwide attention in the graphic design industry. It is a new form of computing that visualizes data input by the designer or collected in the physical environment and turns them into artwork. The generative design of ‘Macau Design Award 2019' was the first of its kind being adopted locally. This key visual design received mixed feedback in the field. There is concern that erroneous perceptions of such a new way of designing could detach Macau from the global design trend. The purpose of this paper, in the form of an exploratory case study combined with a survey, is to understand local graphic designers' perspectives of generative design. The authors want to examine how digital native and digital immigrant designers perceive the phenomenon and their degree of acceptance. The data were obtained through an online questionnaire shared with the Macau Designers Association members. UTAUT2 model was employed to analyse the main obstacles to their attitudes towards adopting generative design in their artwork.