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This work discusses how ideas are constructed in the design process of architecture projects, identifying what enables their emergence, development, selection and elimination. A qualitative and exploratory research method was used. The basic assumption is that ideas are mainly the result of knowledge, although influenced by subjective factors of the designer: criticism acts as a filter of ideation, thus governing the process of selection and disposal of ideas. Theories, assumptions and arguments of other researchers on the subject of creativity were confronted with the findings presented. This revealed a pattern in the construction of ideas during architectural design processes that puts into question the theory in which ideas arise from the interaction between designers and their sketches.