Dr Joseph Baldwin PhD PGCE MSc BSc (Hons) PGCR

Joseph BaldwinResearch Officer
Cardiff School of Art & Design (CSAD)
e: Jbaldwin@cardiffmet.ac.uk
t: 029 2020 5898

Specialist Subject Areas

Product Design, Design Process, Human-Centred Design, Industrial Design, Design Thinking, Disruptive Innovation, Computer Aided Design, Rapid Prototyping, Design and Management of Psychophysical Experiments, Biometrics and Psychological Measures, Quantitative and Qualitative Experimental Methodologies, Statistical Analysis, Ethnography, Product Testing.


Degree of Ph.D. by Research - Cardiff Metropolitan University

Postgraduate Certificate in Education (PGCE) - University of Wales Swansea 

MSc Industrial Design - Swansea Metropolitan University

BSc Product Design (First-Class Honours) - Swansea Metropolitan University

Postgraduate Certificate in Professional & Research Skills (PGCR) Cardiff Metropolitan University


Joseph Baldwin is an Educator, Product Designer and Research Scientist who works full time as a Research Officer within Cardiff School of Art & Design.

Joseph completed his Doctorate in 2015, entitled ‘Can artistic methods be used to improve the perception of depth in pictures? An investigation into two methods.’ His Ph.D. research was funded through a Knowledge Economy Skills Scholarship program and the European Social Fund.

Joseph’s doctoral studies focused around the Vision-Space imaging method developed by the artist-researcher John Jupe, which creates a novel way of representing visual experience using a bespoke digital imaging technology. It was sought to develop Vision-Space as a commercially viable technology for use in imaging media in an effort to simulate much more closely the actual phenomenal experience of seeing and spatial awareness. During his doctoral studies Joseph also explored the Fovography imaging method developed by Professor Robert Pepperell. Fundamentally important to the research of both imaging methods is that they discard conventional linear perspective or geometrical lens-based models of vision, in favour of intuitive insights taken from visual artists and vision scientists engaged in exploring the experience of visual awareness.

Whilst undertaking his Ph.D. research, Joseph collaborated with a cross-disciplinary supervisory team at Cardiff Metropolitan University which included Professor Robert Pepperell - an artist-researcher who studies visual perception and consciousness, Professor Steven Gill - a product design researcher, Dr Darren Walker - a cognitive psychologist and Dr Maarten Wijntjes - a vision scientist at Perceptual Labs, Technology University Delft. 

Joseph’s research aimed to evaluate the user response to the Vision-Space and Fovography pictures in comparison to their corresponding geometrical perspective pictures in the early development phase of both imaging technologies. This was achieved through the design of psychophysical experiments which involved qualitative and quantitative experimental methodologies to empirically explore the experience of picture space. Joseph also successfully integrated eye tracking technologies which allowed gaze analysis and a greater understanding of the visual advantages of Fovography pictures in comparison to optical pictures of the same scene. His experimental design and methodologies used in his Ph.D. research where unique to Cardiff Metropolitan University at this time.

The publication of both his Ph.D. research and further research undertaken whilst working as a Research Assistant helped support and promote the Fovography imaging method being developed at Cardiff School of Art and Design (CSAD). Furthermore, the Fovography research project saw Cardiff Metropolitan University being shortlisted for a Times Higher Educational Award in 2015 for an outstanding contribution to innovation and technology.

As part of Joseph’s Research Assistant role he also helped in the development of a synthetic reality laboratory at CSAD. The Perceptual Experience Lab (PEL) uses high resolution images on a large wrap-around screen, immersive sound, smell, air movement and temperature to create immersive simulations of environments in a laboratory setting where close monitoring, recording and analysis is possible. This unique resource has already attracted extensive commercial attention and Joseph was duly appointed Research Officer to the opening research project in PEL which explores the relationship between stress and tourism experiences. 

Current research

Joseph is currently engaged in his post-doctoral studies and has successfully designed and conducted the first psychophysical study to utilise CSAD’s unique Perceptual Experience Laboratory (PEL). He used this facility to simulate a real world tourism environment through the use of immersive sound, smell, temperature and vision. The aim of this research was to investigate tourism’s potential to alleviate physiological and psychological stress and to enhance employee wellbeing and life satisfaction. This is a two-year RIA funded project supported by Professors Steve Gill, Stephen Mellalieu and Annette Pritchard and sees an interdisciplinary team collaboration between Cardiff School of Management’s Tourism department, Cardiff School of Sport & Health Sciences and Cardiff School of Art & Design.

Principal Publications, Exhibitions and Awards

BALDWIN, J. BURLEIGH, A. PEPPERELL, R. & RUTA, N. (2016). The perceived size and shape of objects in peripheral vision. i-Perception vol 7; pp.1-23; doi: 10.1177/2041669516661900

Link: http://ipe.sagepub.com/content/7/4/2041669516661900.full


BALDWIN, J. BURLEIGH, A. PEPPERELL, R. (2014). Comparing artistic and geometrical perspective depictions of space in the visual field. i-Perception vol 5; pp.536–547; doi: 10.1068/i0668.

Link: http://ipe.sagepub.com/content/5/6/536.full.pdf+html