The objective of this paper is to present a series of proposed cognitive models for specific components of design ideation. Each model attempts to explain specific cognitive processes occurring during ideation. Every model presented here is constructed with elements (i.e. cognitive processes) and theories available from cognitive psychology, human problem solving, mental imagery, and visual thinking. Every model in turn is an element of a higher-level cognitive model of design ideation. These models provide a better understanding of the components involved during ideation and their relationships.

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