Measuring Similarity and Creativity of Metaphorical Design

跨領域的思考是一種極富創意的表現，隱喻的設計即是連結兩個不同領域的概念，在其中找到相似的特徵與關係，提出創新的設計方案。然而，隱喻設計常造成訊息傳達與解讀的困難，產品的優劣也無法具體區分。本研究的目的在建構一個隱喻設計的評估模式，分析三個影響隱喻品質的因素：相似性、突顯性不平衡和類別距離，分別說明三個因素的運算方法，及其與產品創意的關係。實際的案例與半結構式問卷用以蒐集資料，以此計算產品的相似性、隱喻性，並與另一主觀感受的問卷調查結果相比較，以檢驗此評估模式之可信度。研究結果顯示此運算模式不僅能反映受測者對產品隱喻的認知，亦能有效評估產品的隱喻品質與創意。

關鍵字

隱喻設計；相似性；創意評量

並列摘要

Metaphor is essential to creativity because it involves the ability to detect similarity cross the concept of domains. Metaphorical design techniques have received increasing attention and often used in design problemsolving. However, the creativity and quality of design are hard to assess. The purpose of this study is to measure main factors of metaphorical design: similarity, distance of category and salience imbalance, also proves the relation with creativity. Materials are five metaphorical designs and a semi-structural questionnaire is used to investigate the matching features and categories of product. Several calculations are used to measure the similarity and metaphoricity (the degree of metaphor) of design, and compared with the result of another questionnaire. The result shows this measurement not only explains the content of metaphor thinking but also reflects the quality of design and creativity effectively.