Chapter 5 - The Blending Method: Theory and Methodology of Concept Generation (Second Method)

Abstract

In this chapter, the generation of new concepts by combining different properties of multiple concepts are referred to as “concept generation using blending,” the theory and methodology of which will be discussed. First, to locate concept generation in a theoretical framework, Gilles Fauconnier’s “blending” and Hiroyuki Yoshikawa’s “General Design Theory” will be outlined. Then, the characteristics of concept generation will be discussed in relation to similarities and dissimilarities between the concepts to be combined. Similarities and dissimilarities between concepts can be categorized into “commonality,” “alignable difference,” and ”nonalignable difference.” As this chapter explains, concept generation using metaphors involves property mapping based on alignable difference, while concept generation using blending involves blending based on nonalignable difference. Examples of design using blending in practice will be provided, and, finally, the methodology for function design using blending will be discussed.