Title: Interior aesthetics: an experience-focused approach for the design of brand-specific automotive identity

Authors: Anders Warell, Kenneth Young

Addresses: Division of Industrial Design, Department of Design Sciences, Lund University, Solvegatan 26, Box 118, SE- 221 00 Lund, Sweden. ' Affect – the Centre for Affective Design Research, Massey University, 11 Buckle Street, Wellington, 6021, New Zealand

Abstract: In this research, two objectives were pursued. Firstly, to develop an experience-focused approach to design, based on a framework for perceptual product experience, and, secondly, to test and verify the proposed methodology through an interior design study of the Hulme.F1 supercar. In the process, experience design criteria were developed, which served creative and evaluative purposes. The final design proposal was assessed by an external lead user group through a subjective qualitative-quantitative survey study. The evaluation suggested that targeted design intentions were successfully met with respect to visual product brand identity as well as visual-aesthetic coherence between interior and exterior design.

Keywords: interior aesthetics; automotive design; brand identity; core values; design method; design process; evaluation; interior design; perceptual product experience; validation; visual product identity; vehicle design; branding; vehicle interiors; experience design criteria.

DOI: 10.1504/IJVD.2011.040587

International Journal of Vehicle Design, 2011 Vol.55 No.2/3/4, pp.278 - 303

Published online: 07 Jun 2011 *

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