Developing a framework for generating concepts based on reflective design aspects

Tuimaka, M. (2016) Developing a framework for generating concepts based on reflective design aspects.

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Abstract:This bachelor assignment is commissioned by D’Andrea & Evers in Enter. D’Andrea & Evers has been approached by Chinese company Sofine with the request to help with the development of a new brand. Sofine produces decorative interior products for low-end retailers in the Netherlands. Now, they wish to develop a new brand aiming at the high-end market. Guidelines need to be developed for designers for a Chinese company, which can help them generate concepts fitting the Dutch consumer market. In Chapter 1 an introduction is given in the importance of branding for a brand, and the different factors that make a strong brand and how to accomplish this. It was noted that the opinion of Dutch consumers on Chinese brands can have an impact on the evaluation of the product. In Chapter 2 different theories, from a marketing perspective and from cognitive sciences, are analyzed to discover how people create associations with products. Important information relates to the mental processes which play a role during product evaluation and attributes of products which are looked at during the evaluation. Also, an insight will be given in the effect the Country of Origin can have on the consumer. In Chapter 3, information gathered in chapter 2 is combined into a theoretic model. This model is based on theory about visceral, behavioral and reflective processing, and supplemented with knowledge about the forming of brand associations and the country of origin effect. After the base for the model is formed, an online survey is held to discover which parts of the mental processes and which attributes are considered most important to the Dutch consumer. The survey results are analyzed and combined with additional literature about consumer searching and browsing behavior. It is decided that the reflective process is the most interesting to incorporate into the guidelines. In Chapter 4 the conclusions and information from the previous chapters are used to develop the Framework for generating concepts based on reflective design aspects. The method is based on reflective design aspects which are explained prior to presenting the tool. The method is a process of 7 steps and are illustrated with examples of the implementation of the tool on a vase. In Chapter 5 the framework or tool, is implemented for Sofine. It is used on an existing Chinese legend called Fu Lu Shou. This story is used as inspiration and going through the steps of the tool, leads to the design of a specific type of oil lamps based on the underlying meaning of the legend Fu Lu Shou. Chapter 6 is meant for conclusions, discussing limitations and future recommendations. The findings of this assignment resulted in a tool that combines all the necessary information and theory on the subject into a step-by-step framework to use as a guiding tool during the concept generating process. This way, the designer does not need to have a high knowledge of all the available information out there on the subject of brand associations, mental processes and country of origin effects. Instead, the tool is enough for the designer to know and to lead him or her to possible product concepts.
Item Type:Essay (Bachelor)
Faculty:ET: Engineering Technology
Subject:20 art studies
Programme:Industrial Design BSc (56955)
Link to this item:http://purl.utwente.nl/essays/69228
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