Explaining the role of metaphor and analogy techniques in the architectural design process: Problem-understanding and Problem-solving

Researchers in the field of Design-Process have focused on effective techniques to enhance creativity in the design of many studies. This leads to a focus on the effects of two techniques: metaphor and analogy. This research has challenged us to take consideration about: "Is the effectiveness of these techniques in all the activities of the design process to the same extent? Whichever metaphor and analogy techniques play a more meaningful role in which part of the design process?Nowadays, skills in innovation and methods that improve the knowledge of the design-problem have emerged as main features for designers. Metaphor is frequently expressed as a key role for enhancing creative design. Few empirical researches have been performed on how junior designers can use it within their performances.A metaphor is a figure of speech for rhetorical effect, directly refers to one thing by mentioning another. It may provide clarity or identify ambiguous similarities between two ideas. A metaphor also is containing an implied comparison and allows us to understand one concept in terms of another, enriching our mental imagery and imbuing concepts with meaningful attributes. Reasoning embraces the retrieval of a known concept and its application to an unfamiliar situation.The analogy is a cognitive process of transferring information or meaning from a particular subject (the analog, or source) to another (the target), or a linguistic expression corresponding to such a process. This means that the analogy is an inference or an argument from one particular to another particular, as opposed to deduction, induction, and abduction, in which at least one of the premises, or the conclusion is general rather than particular nature. It can also refer to the relation between the source and the target themselves, which is often a similarity, as in the biological notion of analogy. As a result, two kinds of knowledge would be attained deep knowledge of the design problem, and deep knowledge of many other kinds of natural and artificial objects from/to which one may analogize.The purpose of this article is to study the research related to analogy and metaphor. Moreover, research related to the design process or its parts, in order to positioning each of these two techniques in teaching the design path. The methodology of this research is based on library studies and logical reasoning. In the first step, studies related to the design process, banner design training in Iran, and metaphor and analogy are collected and classified. This is followed by reviewing the content of these studies, the focus of each one on the different parts of the design process is identified and their final result reached with the same sensitivity. The most important result of this study is that metaphor and analogy are considered as effective techniques in creative design education. Metaphors in the stages of analysis and synthesis (understanding the design and concept production) and analogy in the stages of synthesis and evaluation (solving and promoting the problem or Concept Development) is more effective.