Chapter 8 - Basic Principles of Concept Generation

Abstract

In this chapter, the basic principles of concept generation will be summarized. First, the validity of categorizing the methods of concept generation in design into three types will be shown—those that use the metaphor method, those that use the blending method, and those that use the thematic relations method—by matching these to interpretations of their noun phrases as studied in the field of linguistics. Next, the idea of categorizing the concept generation methods in design into first-order concept generation and high-order concept generation will be outlined. The metaphor method belongs to the former, and the blending method and thematic relations method belong to the latter. Referring to the results of experiments, it will also be explained how sequentially expanding associations, while relating concepts to each other, lead to concepts (design ideas) with high originality. First-order concept generation, primarily based on outer motive, is then explained as the repetition of concept manipulation based on sequential and complex association focusing on similarity, the result of which is the generation of subspecies of existing categories. On the other hand, high-order concept generation, primarily based on inner motive, is explained as the repetition of concept manipulation based on sequential and complex association focusing on dissimilarity, the result of which is the generation of new category concepts.