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Automotive design aesthetics: Harmony and its influence in semantic perception

Islas Munoz, Juan
http://rave.ohiolink.edu/etdc/view?acc_num=ucin1367941397

Abstract Details

2013, MDES, University of Cincinnati, Design, Architecture, Art and Planning: Design.
Aesthetics play a crucial role in a consumer's purchase decision of a vehicle. While creating aesthetically pleasing vehicle designs is already challenging for automakers, it is even more challenging to do so while constantly being in the cutting edge of design, generating new and fresh aesthetics that allow them to differentiate themselves from other companies and stand out. All those iterations seeking new aesthetics make designers take risks, generating sophisticated and provocative designs that challenge conventional aesthetic features. In addition, design modifications to accommodate manufacturing criteria can potentially disrupt the original design concept. This can result in a controversial design, communicating negative semantic messages to the consumer. This thesis proposes the use of harmony (where the visual unified whole, in which the sensation that every aesthetic feature belongs together is created) as a crucial variable for generating positive semantic messages. A survey was conducted using vehicle images with different levels of harmony and complexity. These images were rated in a positive-negative semantic scale based on concepts related to a design's communication of quality (price, build quality, and design execution), and performance (safety, driveability, driving performance). Results show the importance of creating and preserving harmonious car designs so that the transmission of positive semantics is achieved, which can contribute to a vehicle's commercial success.
Peter Chamberlain, M.F.A. (Committee Chair)
Raphael Zammit (Committee Member)
46 p.
Design
automotive design; automotive aesthetics; automotive semantics; automotive design harmony; automotive design complexity; automotive aesthetics harmony complexity;

Recommended Citations

Citations

  • Islas Munoz, J. (2013). Automotive design aesthetics: Harmony and its influence in semantic perception [Master's thesis, University of Cincinnati]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1367941397

    APA Style (7th edition)

  • Islas Munoz, Juan. Automotive design aesthetics: Harmony and its influence in semantic perception. 2013. University of Cincinnati, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=ucin1367941397.

    MLA Style (8th edition)

  • Islas Munoz, Juan. "Automotive design aesthetics: Harmony and its influence in semantic perception." Master's thesis, University of Cincinnati, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1367941397

    Chicago Manual of Style (17th edition)

ucin1367941397
1,204
© 2013, all rights reserved.
This open access ETD is published by University of Cincinnati and OhioLINK.