Balancing design freedom and brand recognition in the evolution of automotive brand styling
Balancing design freedom and brand recognition in the evolution of automotive brand styling
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DOI：
10.1017/dsj.2016.9
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发表时间：
2015-08
期刊：
影响因子：
2.4
通讯作者：
Alex Burnap;J. Hartley;Yanxin Pan;Rich Gonzalez;P. Papalambros
中科院分区：
文献类型：
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作者：
Alex Burnap;J. Hartley;Yanxin Pan;Rich Gonzalez;P. Papalambros
设计师面临着开发一个品牌的新产品模型的任务，必须平衡几个因素。设计必须新颖，表达对客户重要的属性，同时也可识别为品牌的代表。这种平衡留给设计师的直觉，他们必须预测客户将如何看待新设计。通常，用于满足产品属性的设计自由度可能会损害产品作为品牌成员的认可。在本文中，进行了一项实验，以测量的变化，在十个造型属性共同的设计自由度和品牌识别的汽车设计，从四个品牌，奥迪，宝马，凯迪拉克和雷克萨斯，使用客户的反应，二维和三维的车辆设计，通过一个众包的Web应用程序创建和交互式呈现。结果表明，虽然品牌认知度是高度依赖于制造商，两个品牌有很强的负相关关系的设计自由度和品牌认知度，这表明这两个制造商面临着一个重大的挑战时，发展各自的品牌造型。这项研究是量化和预测设计自由度和品牌认知度之间的权衡的第一次努力，有助于现有的努力，增强人类的直觉在战略设计决策。
Designers faced with the task of developing a new product model of a brand must balance several considerations. The design must be novel and express attributes important to the customers, while also recognizable as a representative of the brand. This balancing is left to the intuition of the designers, who must anticipate how customers will perceive the new design. Oftentimes, the design freedom used to meet a product attribute can compromise the recognition of the product as a member of the brand. In this paper, an experiment is conducted for measuring changes in ten styling attributes common to both design freedom and brand recognition for automotive designs from four brands, Audi, BMW, Cadillac, and Lexus, using customer responses to two- and three-dimensional vehicle designs created and presented interactively through a crowdsourced web application. Results show that while brand recognition is highly dependent on the manufacturer, two brands have strong negative relationship between design freedom and brand recognition, suggesting that these two manufacturers face a significant challenge when evolving their respective brand styling. This study is a first effort toward quantifying and predicting tradeoffs between design freedom and brand recognition, contributing to existing efforts that augment human intuition during strategic design decisions.