The Challenges of Developing Styling DNA Design Methodologies for Car Design
DS 78: Proceedings of the 16th International conference on Engineering and Product Design Education (E&PDE14), Design Education and Human Technology Relations, University of Twente, The Netherlands, 04-05.09.2014
Editor: Erik Bohemia, Arthur Eger, Wouter Eggink, Ahmed Kovacevic, Brian Parkinson, Wessel Wits
Author: Shahriman, Zainal Abidin; Azlan, Othman; Zafruddin, Shamsuddin; Zaidy, Samsudin; Halim, Hassan
Institution: 1 Styling Department, Engineering Division, Perusahaan Otomobil Nasional Sdn Bhd (Proton), Malaysia; 2 Industrial Design Department, Universiti Teknologi MARA (UiTM), Malaysia
Section: Teaching Design Technology
This paper discusses the challenges of developing ‘Styling DNA’ for car design. Existing theories, models and frameworks towards styling DNA are still fuzzy. Many car industries are still struggling with establishing a novel fact from styling DNA that can be used as a point of reference in supporting design concepts and specifications. There are two research directions towards styling DNA for car design in design methodologies; one is Algorithmic approach and the other is Manual approach. The example of Algorithmic approach is a Genetic Algorithm (GA). GA is an engineering analysis which is based on technology-driven direction. It evolved on the method of calculation which generates each item from some encoded form known as a chromosome that mutated to class new items. Meanwhile, the example of Manual approach is Human Visual Interaction (HVI). HVI refers to the design and implementation of product characters that people interact with. It is a study of design between people and products which are based on user-driven direction. For both approaches, either in academia or industries, it seems that the expectation is more on identifying the character traits and relative attributes of styling DNA a molecule that encodes the genetic instructions employed in the growth and aesthetics appealing of form that can be used as a unified point of reference.