Abstract
This research proposes a method to synthesize car designs based on strategic styling positioning (product appearance similarities among product generations, portfolios and competitors). Automobile manufacturers strategically upgrade new designs similarly or differently from the designs of previous generations, both those within product portfolio, and those from competitors. Design similarity is a critical element of the design upgrading process, and design upgrade strategies vary depending on the automobile manufacturer. Some car brands maintain high similarities with their previous car designs, while others change the designs of new cars. Thus, this paper investigates ways of implementing design similarity to synthesize styles that reflect the particular styling strategy. The implementation of design similarity for generating design alternatives will help to derive two major contributions: first, to provide better understanding of the function of visual reference, and second, designers can strategically upgrade new generations of car designs while maintaining (or changing) a specific style.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Bayus, B. L., & Gupta, S. (1992). An empirical analysis of consumer durable replacement intentions. International Journal of Research in Marketing, 9(3), 257–267.
Kim, S. H., & Srinivasan, V. (2009). A conjoint-hazard model of the timing of buyers’ upgrading to improved versions of high-technology products. Journal of Product Innovation Management, 26(3), 278–290.
Calabrese, G. (2011). Structure and transformation of the Italian car styling supply chain. International Journal of Vehicle Design, 57(2–3), 212–229.
Hyun, K. H., Lee, J. H., Kim, M., & Cho, S. (2015). Style synthesis and analysis of car designs for style quantification based on product appearance similarities. Advanced Engineering Informatics, 29(3), 483–494.
Crilly, N., Moultrie, J., & Clarkson, P. J. (2009). Shaping things: Intended consumer response and the other determinants of product form. Design Studies, 30(3), 224–254.
Hekkert, P., Snelders, D., & Wieringen, P. C. (2003). ‘Most advanced, yet acceptable’: Typicality and novelty as joint predictors of aesthetic preference in industrial design. British Journal of Psychology, 94(1), 111–124.
Cluzel, F., Yannou, B., & Dihlmann, M. (2012). Using evolutionary design to interactively sketch car silhouettes and stimulate designer’s creativity. Engineering Applications of Artificial Intelligence, 25(7), 1413–1424.
Chan, C. S. (2000). Can style be measured? Design Studies, 21(3), 277–291.
Rupp, H. A., & Wallen, K. (2007). Sex differences in viewing sexual stimuli: An eye-tracking study in men and women. Hormones and Behavior, 51(4), 524–533.
Person, O., Snelders, D., Karjalainen, T. M., & Schoormans, J. (2007). Complementing intuition: Insights on styling as a strategic tool. Journal of Marketing Management, 23(9–10), 901–916.
Hyun, K. H., Lee, J. H., & Kim, M. (2015). The gap between design intent and user response: identifying typical and novel car design elements among car brands for evaluating visual significance. Journal of Intelligent Manufacturing, 1–13. doi:10.1007/s10845-015-1176-8
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2017 Springer Nature Singapore Pte Ltd
About this chapter
Cite this chapter
Hyun, K.H., Lee, JH. (2017). Style Synthesis Based on Strategic Styling Decision. In: Lee, JH. (eds) Morphological Analysis of Cultural DNA. KAIST Research Series. Springer, Singapore. https://doi.org/10.1007/978-981-10-2329-3_12
Download citation
DOI: https://doi.org/10.1007/978-981-10-2329-3_12
Published:
Publisher Name: Springer, Singapore
Print ISBN: 978-981-10-2328-6
Online ISBN: 978-981-10-2329-3
eBook Packages: Earth and Environmental ScienceEarth and Environmental Science (R0)