Image & Memory Management in Architectural Design Process

The issues of "functions", "activities" and "physical planning" on the one hand, and creation of bold and extraordinary form from the other hand, has become the main problem of designing human environments in schools of architecture & professional spaces, so the question of the design process and the nature of it, regardless of the final product, the less is considered. With the adoption of this fact that design and creation of the human environment is a multidisciplinary, multilayer and complex problem, concerning about the past, present and future, based on the historical-cultural-socio-economic-political context of design, make a question of the nature of design, design process, its components, definition of good architecture, in a time that most path of design has been entrusted to the computers and artificial intelligence, is so important. In this research, which is conducted using qualitative discourse analysis, while answering the research questions, presented a model of the design process of the human environment, both in design process and creating product, and also use of the project and encountering to it, while responding to the physical needs of users, and even their psychological needs in terms of desirability responding to expectations, provide a field of conformity of the project with archetypes, myths, and imagination of users and take effective steps in creating a favorable environment. Results show that criteria for the diagnosis of design problem include five aspects: 1. Value (meaning): respect to social values, 2. Creating new values: based on social values form imagination world, 3. Passing through the design process up to the last step in the direction of the mentioned values, 4. Public participation in the design process: engaging the community and the world of dreams and their memories in the design process and to design a new phenomenon, 5. To maintain quality over time to fully implement the project.