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Designers’ perception during sketching: An examination of Creative Segment theory using eye movements Lingyun Sun, Wei Xiang, Chunlei Chai, Zhiyuan Yang and Kejun Zhang, Modern Industrial Design Institute, Zhejiang University, Caoguangbiao East Building 101, Yuquan Campus, Hangzhou 310017, China As a visual thinking tool, sketching strongly supports the conceptual stage of product design. Designers perceive their sketches and discover new ideas. Creative Segment theory models sketching process as a Creative Segment tree, and reveals the Creative Segment-centered pattern of sketching activities. However, the perception of sketches is important during sketching, whether designers’ perception is in accord with this theory has not been examined. This article reports an experiment that recorded participants’ eye movements to analyze their perception. Participants displayed unique eye movement features during Creative Segments, their fixations changed during the generation of Creative Segments and differed when generating Creative Segments on the three-level branches of the tree. These results provide evidence for the Creative Segment theory. 2014 Elsevier Ltd. All rights reserved. Keywords: conceptual design, design theory, design activity, perception onceptual sketching is a visual thinking process; designers sketch their ideas, inspect their sketches and perceive new possibilities, C generating more creative ideas. Various articles have studied how de- signers benefited from sketching processes and ambiguous sketches (Goldschmidt, 1991; Temple, 1994). Researchers segmented the sketching process and tracked the development of design ideas (Kavakl