A SEMIOTIC INTEGRATED PRODUCT DEVELOPMENT FRAMEWORK FOR INTEGRATING BRANDING IN AUTOMOTIVE PRODUCT DESIGN

DS 84: Proceedings of the DESIGN 2016 14th International Design Conference

Year: 2016
Editor: Marjanovic Dorian, Storga Mario, Pavkovic Neven, Bojcetic Nenad, Skec Stanko
Author: Cini, M.; Farrugia, P.
Series: DESIGN
Section: DESIGN PROCESSES
Page(s): 1243-1252

Abstract

In an increasingly saturated automotive market, product design may be the only distinguishing feature in a myriad of similar cars that are technically almost identical. Customers choose a particular brand because they connect with the car emotionally. The role of branding in the product’s success is vital. A framework is developed to support designers to integrate branding in automotive design. The distinguishing framework's features are semiotics, IPD principles and branding checkpoints. The framework is based on theory and qualitative data gathered from academics and renowned designers.

Keywords: emotional design, design activities, integrated product development, market implications

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