50 4 Designing with Blends context. Schemata have been applied in ‘experiential’ approaches to design. For example, Andreas Lund developed an information exploration environment called ‘SchemaSpace’ that sought to capture the human scale of people interacting with basic-level image schema categories, and through which interaction is experienced as natural both conceptually and perceptually (described in Lund 2003; Waterworth et al. 2003). ImageSchemataandMetaphoricalProjection Weareanimatebeingswhomustinteractwithourenvironment.Allsuchinteraction requires the exertion of force either that is exerted on us passively or that we exert actively. Our experience is inseparable from forceful interaction. By focusing more on our experience of forceful interaction such as motion, directedness of action, degree of intensity, and structure of interaction and so on, human-primitives and their practical use in design process is disclosed. ImageSchemata Johnson (1987) stressed that “forms of imaginative structuring of experience that grow out of bodily experience contribute to our understandings and guide our rea- soning” (xiv). The human-experientialapproach to design focuses on the structures ofimaginativeunderstandingthatgrowoutofourembodiedexperience.Previously, human has been defined as: People who share the same evolutionary history and hence, bodily structures and potential for experience and share the same primitives for understanding information. The human primitives are a central concern to the human-experiential approach. Human primitives are imaginative structures, which consist of image schemata and metaphorical projections. According to Johnson (1987): A schema is a recurrent pattern, shape, and regularity in, or of, these ongoing ordering activities. These patterns emerge as meaningful structures for us chiefly at the level of our bodily movements through space, our manipulation of objects, and our perceptual interactions. (Johnson 1987, p. 29) Anumberofimageschemata of different types have been identified (e.g. Johnson 1987;Lakoff1987; Hurtienne and Blessing 2007). Table 4.1 is a list of image schemata using the classification into seven types suggested by Hurtienne and Blessing (2007). We, humans, develop image schemata, which are schematic structures of the patternsofembodiedexperienceandperceptualstructuresofoursensibilitythrough interacting with our environmentsuch as our perception, bodily movementthrough