Metaphors in Conceptual Design

Abstract

A metaphor allows us to understand one concept in terms of another, enriching our mental imagery and imbuing concepts with meaningful attributes. Metaphors are well studied in design, for example, in branding, communication and the design of computer interfaces. Less well appreciated is that our understanding of fundamental design concepts, including design itself, is metaphorical. When we treat design as a process of exploration or when we get together to “bounce ideas off each other” we understand the abstract concepts of design and ideas metaphorically; ideas don’t literally bounce, nor are we literally exploring when we design. Our research is a descriptive study of the metaphors employed in design. It is the first phase in a longer research effort to understand the impact of design metaphors on creativity. We investigated whether design authors employed different metaphors for the overall design process and consequently for core design concepts. To address this hypothesis we analyzed the language used in the concept generation chapters of nine widely used engineering design textbooks. We coded each metaphorical phrase, such as “finding another route to a solution”, and determined the core metaphors in use for common design concepts including, ideas, problems, solutions, concepts, design, the design process, user needs and others. We confirmed that authors with differing views of design do indeed emphasize different metaphors for core design concepts. We close by discussing the implications of some common metaphors, in particular that Ideas Are Physical Objects.

Overcoming design fixation: Design by analogy studies and nonintuitive findings

“…For example, astronauts’ vortex cooling systems were later adapted as a means to mold and cool glass bottles (Hernández-Luna & Cárdenas-Franco, 1988). Inspiration from analogous domains can be achieved by associations among shared characteristics, attributes, properties, functions, or purposes (Gentner & Markman, 1997; Hey et al, 2007). Once an association between a design problem and a solution in another domain is established, a solution to the design problem can be developed (Bonnardel, 2000; Ball et al, 2004; Linsey et al, 2007; Linsey, Wood, et al, 2008; Markman et al, 2009).…”

Design Team Framing: Paths and Principles

“…In general, the extremes of this continuum are considered dysfunctional," ([23] p.411). It is often argued that differences in opinion help a team find more creative solutions, the accepted wisdom being that a team with similar opinions and experiences will explore less of the solution space (though the validity of the solution space metaphor for new product development has been questioned [24]). Research approach Our research approach was designed to complement and build on prior work.…”

Review Paper: Design, Aesthetics and the Issue of Integrity in the Built Environment: The Nigerian Example

“…In doing so it is emphatic to say that sincerity of purpose and realizations of the need to cement continuity and sustainability of design adornments within the built environment is imperative at this time. This position is loftily corroborated by the Berkeley Institute of Design [32] as compelling a new approach to design that is partly technical, but also deeply social and humanistic. This implies understanding values, needs, lifestyle, mythologies, aesthetics, social matters, and their psychology [32] when conceiving and generating designs and aesthetics for the physical environment.…”

“…It should, therefore, be re-echoed that we are in an era of multiple technologies that mean not only technical innovations, but understanding of behaviors and the experiences that technology should enhance [32]. Technology should enhance comfort; ease the exactitude of functional application, the experience of which should be correlative and relatively cordial between the user of a design, the designer and the design itself.…”