Translating brand essence into product form: a case study in shape computation
by Xiaojuan Chen, Alison McKay, Alan De Pennington, Hau Hing Chau
J. of Design Research (JDR), Vol. 8, No. 1, 2009

Abstract: Differentiation between competing brands lies primarily in the eyes and minds of consumers. Three aspects of branding strategy are the maintenance of consistency across products within a brand, differentiation between products of different brands and the delivery of products that have the so-called 'wow' factor. This paper reports experiments using shape grammars and affective design techniques in the generation of product shapes that both capture key characteristics of a brand's identity and elicit pre-defined emotional responses.

Online publication date: Sat, 16-Jan-2010

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the J. of Design Research (JDR):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?


Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com