Combining theoretical and analytic tools from genre analysis and cognitive linguistics, this book describes and explores the metaphors used by architects to assess design solutions in building reviews. The adoption of a genre perspective allows the author to explore the role of metaphor in professional communication and to draw attention to the importance of image metaphor in a field where the visual is of paramount importance. Key features: Thisstudy offers important insights into the cognitive and communicative weight of visual metaphors. The analysis is based on rich empirical data from the architectural sphere.