Design genesis refers to the birth of an idea. This takes place in the mind’s eye when our creative imagination triggers a concept that is imagined (‘seen’) as flashing, dimensionless images; images formed from a creative Leap into the potential solution.

These mental images can result from, or be subject to, prejudices, intuitions or a systematic analysis or reduction of criteria. Such mental pictures are impressions —incomplete, in a state of flux and somewhat vague. They originate from forces at work within the mind, including the nature of the immediate problem, and the past experience and personality traits of the creator— the latter influences lying beyond any conscious control These factors continue to have some bearing on decision-making throughout the ensuing and evolving sequence of design.

 It might be possible to generate and develop images from concepts in the mind alone. But spatial ideas can become so extensive and complex that they can no longer be contained. Externalization in some tangible form is needed so that they can be clarified, assessed and articulated.

 At this point the idea has to pass through space and be translated into two or three dimensions, as a descriptive model which allows the designer to experience and advance the nature of the idea. Newly represented, the model of the idea can inspire the creative imagination on to other mental images, which are, in turn, realized and evaluated, This two-way language of design is a continuous dialogue between concept and expression— alternating until the creative process is exhausted.

'A System of Architectural Ornament' - Louis Sullivan

Louis Sullivan characterized the initial impulse of a design as the ‘seed germ’, a design catalyst that should be maintained throughout its many stages of development. Realization of newly-formed ideas can take the form of orthographic drawings. Of these, the plan view was famously described by Le Corbusier as the ‘design generator’. However, less famously, the sectional view was promoted by Paul Rudolph as the most searching graphic vehicle when generating a design.


Book Reference:
Archispeak: An Illustrated Guide to Architectural Terms
https://amzn.to/3GE2g8K