The Impact of Analogic, Digital and Hybrid Representations in the Ideation Phase of an Artifact Design: An Educational Perspective Vasco Santos 1,2(&) , Ana Ferreira 1,2 , and Eduardo Gonçalves 1,2 1 Universidade Europeia, IADE, Av. D. Carlos I, 4, Lisbon 1200-649, Portugal {vasco.milne,ana.margarida.ferreira, eduardo.goncalves}@universidadeeuropeia.pt 2 UNIDCOM/IADE – Unidade de Investigação em Design e Comunicação, Av. D. Carlos I, 4, Lisbon 1200-649, Portugal Abstract. The present study focuses on the understanding of the relationship effect between analogical and digital representation forms upon the reflective act and consequently with the creative result in product design. The action field is characterized by the operative constituents of the design process. Within three decades, we watched the influence of the digital age on project practice [1] without new procedures about the way which was integrate in design project curricula, but the reality is that technologies are developing fast. Based on this paradigm, we need to restructure the project habits, using new semantics to describe and materialize our concepts. The starting question is: are we articu- lating and using better the representation tools in the ideation phase of design project? With this research, we seek to quantify the semantics reflection process, using the synergistic of analogical and digital modelling, to create best creative results. Keywords: Design process Á Creativity Á Analogical methods Digital methods Á Creative performance Á Innovation 1 Introduction In 1986, Manzini [2] focused a paradigmatic theme that would change the contexts of the way of thinking and doing the project, alerting to the phenomenon of our perceived differences when we are subject to natural environments or simulated by digital communication. The transition of new social and economic experiences would come to be pondered by Oxman [1] referring that the digital media came to contribute to a new domain of knowledge and creation, mentioned “Information has become a new material for the designers”. The new digital technologies brought the transformations to the level of the concepts representing practice, they changed the cognitive processing in problem framing reflection and in solution discovery. In the design and architecture © Springer Nature Switzerland AG 2019 W. Karwowski and T. Ahram (Eds.): IHSI 2019, AISC 903, pp. 484–490, 2019. https://doi.org/10.1007/978-3-030-11051-2_73