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ICED 11
Papers

The Challenges of Developing Styling DNA Design Methodologies for Car Design

The Challenges of Developing Styling DNA Design Methodologies for Car Design

Year: 2014

Section: Teaching Design Technology

Editor: Erik Bohemia, Arthur Eger, Wouter Eggink, Ahmed Kovacevic, Brian Parkinson, Wessel Wits

Author: Shahriman Zainal Abidin (1,2), Azlan Othman (1), Zafruddin Shamsuddin (1), Zaidy Samsudin (1), Halim Hassan (1)

Series: E&PDE

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

Pages: 738-743

ISBN: 978-1-904670-56-8

Abstract

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.

Keywords: Algorithmic, car design, manual, design methodologies, styling DNA

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ds conferenceE&PDE 2014 16th International conference on Engineering and Product Design

E&PDE 2014 16th International conference on Engineering and Product DesignThe 16th International Conference on Engineering and Product Design Education will be hosted by the Faculty of Engineering Technology of the University of Twente in Enschede, the Netherlands. The conference is organised in partnership with the Design Education Special Interest Group (DESIG) of the Design Society, and the Institution of Engineering Designers (IED). The conference brings together representatives from education, design practice, industry and government agencies that have an interest...

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Special Interest Group (SIG)Design Education

Design EducationTo bring together academics, designers, training professionals and others throughout the world who have an interest in design education at the tertiary level....

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SIG Workshop - March 2013