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

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

Year: 2016

Section: Form and Aesthetics in Collaborative Design

Editor: Erik Bohemia, Ahmed Kovacevic, Lyndon Buck, Christian Tollestrup, Kaare Eriksen, Nis Ovesen

Author: Marleen Offringa, Maaike Mulder-Nijkamp

Series: E&PDE

Institution: University of Twente, The Netherlands

Section: Form and Aesthetics in Collaborative Design

Pages: 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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ds conference18th International Conference on Engineering and Product Design Education, E&PDE 2016, Aalborg University, Denmark

18th International Conference on Engineering and Product Design Education, E&PDE 2016, Aalborg University, DenmarkDesign Education: Collaboration and Cross-disciplinarity The 18th International Conference on Engineering and Product Design Education will be hosted by the Department of Architecture, Design & Media Technology of Aalborg University, Denmark. The conference is organised in partnership with the Design Education Special Interests group (DESIG) of the Design Society, and the Institution of Engineering Designers (IED). The Conference brings together representatives from education, design...

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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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Keywords
Design 2010