Concept Blending and Dissimilarity: Factors for Creative Design Process: A Comparison between the Linguistic Interpretation Process and Design Process

This study investigated the design process in order to clarify the characteristics of the essence of the creative design process vis-à-vis the interpretation process, by carrying out design experiments. The authors analyzed the characteristics of the creative design process by comparing it with the linguistic interpretation process, from the viewpoints of thought types (analogy, blending, and thematic relation) and recognition types (commonalities and alignable and nonalignable differences). A new concept can be created by using the noun-noun phrase as the process of synthesizing two concepts—the simplest and most essential process in formulating a new concept from existing ones. Furthermore, the noun-noun phrase can be interpreted in a natural way. In our experiment, the subjects were required to interpret a novel noun-noun phrase, create a design concept from the same noun-noun phrase, and list the similarities and dissimilarities between the two nouns. The authors compare the results of the thought types and recognition types, focusing on the perspective of the manner in which things were viewed, i.e., in terms of similarities and dissimilarities. A comparison of the results reveals that blending and nonalignable differences characterize the creative design process. The findings of this research will contribute a framework of design practice, to enhance both students’ and designers’ creativity for concept formation in design, which relates to the development of innovative design.