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ICED 11
Papers

Finding the Optimal Design Creativity in Car Design Features Against Brand Styles

Finding the Optimal Design Creativity in Car Design Features Against Brand Styles

Year: 2016

Editor: Julie Linsey, Maria Yang, and Yukari Nagai

Author: Sungeun An, Deedee Min and Ji-Hyun Lee

ISBN: 978-1-904670-82-7

Abstract

Automobile designers strive to create novel and distinctive designs without sacrificing the car’s inner brand style. Both novelty and brand styles are known to be paramount to realizing market success, but this balancing depends on the intuition of designers and managers, which poses uncertainty for companies. Such uncertainty inhibits the ability or willingness of designers and managers to make creative designs as a barrier to potential creative designs. Therefore, we aim to support designers and managers to achieve optimal creativity without violating brand identity by providing the quantitative reasoning on brand styles. In this study, we decomposed car designs into design features and identified the visual significance of design features on maintaining brand styles. Results show that the particular design features with higher visual significance must be kept for brand recognition while others have greater design freedom for innovative designs.

Keywords: Car designs; design features; creative designs; brand styles; visual significance

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ds conference4th INTERNATIONAL CONFERENCE ON DESIGN CREATIVITY (ICDC), 2nd to 4th November, 2016 in Atlanta, Georgia, USA

NEW DEADLINE- Full paper submission: 22nd April, 2016 Design creativity is an important and interesting topic of study in design. Since it involves the profound and essential nature of design, design creativity is expected to be a key in not only addressing the social problems that we are facing, but also producing an innate appreciation for beauty and happiness in our minds. In order to elucidate the nature of design creativity, the following issues are being studied: cognitive processes underlying...

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Special Interest Group (SIG)Design Creativity

The objective of SIG - Design Creativity is to study creativity in design. We have not sufficiently clarified creativity, especially in the context of design, although it is a very interesting characteristic in the thinking process of humans. This research discusses creativity in design instead of trying to identify its standard characteristics. That is, it tries to answer the question “What is design?” from the viewpoint of creativity, for two perspectives. First, this SIG discusses the characteristics...

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SIG Workshop - March 2013 - 1