The role of metaphorical concept novelty structures to create social credit in contemporary architecture.

The design process includes series of mental activities in the way of understanding problem to provide solutions, that produce concept is the most original part of it. Metaphor by replacement concepts technique and seeing something in other thingsposition, make new opportunities to review the issue and help designer to find new aspects. Since metaphor is to create indirect and conceptual connection between architecture and other fields, the question arises whether does rapid changes of the modern world could be cause of losing value in the context of architecture? According to the development of communication in the modern world, value, behavioral and conceptual patterns change. It is therefore likely to change conceptual and value patterns over time and change the view of human behavior and activities, leads to the concept ofan architectural work. Architecture due to its physical features is always visible. So, it is judged every time. In this paper, that has qualitative approach, by review and compare the standpoints of some theorists’ of design methods, and in particular, their views on the role of metaphor in the production of concept, that according to documentary collection was compared and analyzed by descriptive method and chronological order, find the neglected aspects of this tool in the architectural design process. It can be concluded that the difference between design methods, is the difference in source of inspiration, analogy,metaphor and designer's intended patterns. One of the influencing factors of the social acceptability and sustainability of an architectural work, is attention to designers' fundamental issues in the value positions and the facing with the new value positions. odern abstract ideas in architecture seek to create spaces that meet the myriad differences and rapid changes of the modern world, and by its flexibility, make it ease to understand architecture for their audiences.

کلیدواژه ها:

Metaphoric concept ، Social credit ، Contemporary architecture