SELECTING SUCCESFUL DESIGN: A WAY TO EXPLORE THE BEST FIT BETWEEN BRANDS AND TARGET GROUPS

DS 83: Proceedings of the 18th International Conference on Engineering and Product Design Education (E&PDE16), Design Education: Collaboration and Cross-Disciplinarity, Aalborg, Denmark, 8th-9th September 2016

Year: 2016
Editor: Erik Bohemia, Ahmed Kovacevic, Lyndon Buck, Christian Tollestrup, Kaare Eriksen, Nis Ovesen
Author: Offringa, Marleen; Mulder-Nijkamp, Maaike
Series: E&PDE
Institution: University of Twente, The Netherlands
Section: Form and Aesthetics in Collaborative Design
Page(s): 304-309

Abstract

During the bachelor and master program of Industrial Design at the University of Twente students are
taught to make well-informed decisions and draw well-founded conclusions. However, decisionmaking
on appearance is often difficult to substantiate. Consequently, defining the final appearance of
a product poses a challenge for students in the overall development process. Students tend to choose a
design that they either expect to be most appreciated or just prefer themselves. Such strategies may not
generate the intended results, as aesthetic preferences of the target group are essential in the selection
of successful design [1]. Consumer choices on aesthetic preference are often influenced by emotional
or social factors, as well as recognition of brands [2]. This paper provides an example on how
Industrial Design students may overcome such design problems. Illustrated by a master assignment,
the design of an ice skate boot, we propose a MAYA-based survey that provides insight in the target
group and encourage well-informed decisions-making in design projects.

Keywords: Aesthetic preference, novelty, typicality, brand, MAYA.

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