Design principles for text-to-image generative artificial intelligence creativity support tools for visual design
Open accessAbstract
Generative AI (GenAI) presents significant opportunities, particularly for creative work like visual design. GenAI can effectively address creative challenges like the “blank page” problem by enabling rapid visual conceptualisation, thereby enhancing productivity in visual design tasks. However, organisations face significant challenges in integrating off-the-shelf, untamed foundation models, whose complex user interfaces are misaligned with production-oriented workflows, exacerbating issues such as AI illiteracy, employee resistance, and job displacement. To facilitate GenAI integration into creative workflows while addressing these challenges, we conduct an action design research study at Ubisoft, where we develop and introduce a GenAI-enabled creativity support tool (CST)—comprising workflow guidance and simplified user interface on Stable Diffusion models—as a bridging tool in concept art creation processes. Our user studies and evaluations indicate that the artefact increases user acceptance, improves productivity, and adds value to both concept artists and their studios. In addition to detailing the artefact’s design and evaluation, we present seven design principles for text-to-image GenAI CSTs for visual design. These principles contribute to the academic discourse on human-AI collaboration by filling a critical gap in prescriptive design knowledge and emphasising the role of GenAI in augmenting, rather than replacing, human skill and ingenuity.
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Design principles for text-to-image creativity-support tools emphasise exploration, comparison, controllability, and evaluation.
“Design principles for text-to-image creativity-support tools emphasise exploration, comparison, controllability, and evaluation as core requirements for visual design support, which aligns with studio routines where students test alternatives before committing to a final visual direction (Herath et al. 2026).”
From A Study on the Role of Midjourney, A Generative Artificial Intelligence Tool, in Enhancing Student Creativity in Illustration Design Classes (2026) · cites this paper as Herath et al. 2026
The study extends design-education work on prompt-based creativity support by linking exploration and controllability to expert-rated illustration outcomes.
“This extends designeducation work on prompt-based creativity support by linking exploration and controllability to expert-rated illustration outcomes (Herath et al. 2026).”
From A Study on the Role of Midjourney, A Generative Artificial Intelligence Tool, in Enhancing Student Creativity in Illustration Design Classes (2026) · cites this paper as Herath et al. 2026
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- Authors
- Herath, S., Bashardoust, A., Bole, Y., & Shrestha, Y. R.
- Affiliations
- ETH Zurich (CH)
- University of Lausanne (CH)
- Corresponding author
- Herath, Savindu
- Venue
- European Journal of Information Systems
- Publisher
- Informa UK Limited
- Published
- 2026-01-20
- Volume
- 35
- Issue
- 4
- Pages
- 679-704
- ISSN
- 0960-085X (ISSN-L)
- 1476-9344
- OpenAlex
- W7125159659
- Cited by
- 16
- References
- 74
- Citations by year
- 2026: 16
- FWCI
- 235.19
- Type
- journal article
- Language
- en
- Open access
- hybrid
- doi.org
- Licence
- Locations
- European Journal of Information Systems (publishedVersion, cc-by)
- Repository for Publications and Research Data (ETH Zurich) (publishedVersion, cc-by)
- ETH Zürich Research Collection (cc-by)
- Funders
- Swiss National Science Foundation (197763)
- Topics
- Physical Sciences › Computer Science › Computer Graphics and Computer-Aided Design › Digital Media and Visual Art
- Physical Sciences › Computer Science › Human-Computer Interaction › Usability and User Interface Design
- Physical Sciences › Engineering › Mechanical Engineering › Design Education and Practice
- Keywords
- generative AI, text-to-image generation, creativity support tools, visual design, concept art, design principles, human-AI collaboration, Stable Diffusion, user interface design, user acceptance, productivity, Ubisoft
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