© 2018

Aesthetics: Quantification and Deconstruction

A Case Study in Motorcycles


Part of the Design Science and Innovation book series (DSI)

Table of contents

  1. Front Matter
    Pages i-xiii
  2. Sushil Chandra
    Pages 27-37
  3. Sushil Chandra
    Pages 39-44
  4. Sushil Chandra
    Pages 45-57
  5. Sushil Chandra
    Pages 59-68
  6. Sushil Chandra
    Pages 69-81
  7. Sushil Chandra
    Pages 83-102
  8. Sushil Chandra
    Pages 103-134
  9. Sushil Chandra
    Pages 135-156
  10. Sushil Chandra
    Pages 157-177
  11. Sushil Chandra
    Pages 179-194
  12. Sushil Chandra
    Pages 195-218
  13. Sushil Chandra
    Pages 219-233

About this book


This book addresses a perennial challenge for product planners and designers alike: how to objectively specify and quantify the aesthetics of products. It provides automotive product planners with a framework for the grammar of aesthetics and a tool for quantifying the aesthetics of an intended product. Further, it equips styling designers with a tool for connecting engineering and aesthetics.

Given the author’s extensive experience in motorcycle design, the motorcycle has been chosen as the frame of reference for automobiles. Specifically in the field of automobile design, where engineering and aesthetics go hand in hand, it also becomes important to clearly and objectively define the relationship between engineering design and aesthetics. Accordingly, this book (1) clearly establishes the objective parameters of aesthetics, (2) puts forward a method for quantifying aesthetics, (3) identifies the engineering design parameters affecting aesthetics, and (4) determines the relationship between parameters of aesthetics and engineering design. As such, it offers a useful guide not only for design professionals, but also for students and researchers of design.


Automotive Manufacturing Motorcycle Design Motor Semantics Motorcycle Styling Design Functions

Authors and affiliations

  1. 1.Department of Body EngineeringHero Motocorp LimitedNew DelhiIndia

About the authors

Sushil Chandra is an R&D engineer working with Hero Motocorp, the world’s largest motorcycle manufacturer. He was part of the design team for ‘Splendor’, the world’s best- selling motorcycle, and was chiefly responsible for the design of Hero Motocorp products, which included both studio and engineering aspects. He currently heads the body engineering function group, which vertically integrates all activities from conceptualization to mass production and focuses on the interplay of social, political and philosophical aspects with the world of engineering design. Literature, especially ancient and modern poetry, happens to be one of his loves. This confluence of engineering and art drew him to the field of automobile aesthetics, which he found intriguing and exciting at the same time, leading him to complete a PhD in the engineering of aesthetics. He has published several papers on the semantic aspects of motorcycle design.

Bibliographic information

  • Book Title Aesthetics: Quantification and Deconstruction
  • Book Subtitle A Case Study in Motorcycles
  • Authors Sushil Chandra
  • Series Title Design Science and Innovation
  • Series Abbreviated Title Design Science and Innovation
  • DOI
  • Copyright Information Springer Nature Singapore Pte Ltd. 2018
  • Publisher Name Springer, Singapore
  • eBook Packages Engineering Engineering (R0)
  • Hardcover ISBN 978-981-10-6234-6
  • Softcover ISBN 978-981-13-4834-1
  • eBook ISBN 978-981-10-6235-3
  • Series ISSN 2509-5986
  • Series E-ISSN 2509-5994
  • Edition Number 1
  • Number of Pages XIII, 233
  • Number of Illustrations 15 b/w illustrations, 140 illustrations in colour
  • Topics Engineering Design
    Industrial and Production Engineering
    Automotive Industry
  • Buy this book on publisher's site
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