Strategic Approaches of Design Identity based on Product Specificity

Abstract

Background : Recent years have witnessed the role of design identity becoming increasingly important as a strategic tool to strengthen brand equity by obtaining product consistency and originality. To build and manage design identity effectively, designers need to take into careful consideration expanded definitions and roles of design identity and relevant approaches related to product specificity. In this regard, the objective of this study is to shed new light on the elements and platform of the design identity, analyze different approaches to design identity and suggest a guideline of design identity strategy based on product specificity. Methods : The research methods chosen for this study involve literature review and case studies. First, through the literature review, the elements and roles of design identity are redefined. Second, for the case studies, the focus of the industry is limited to manufacturing and the leading companies with strong brand equity. The leading products chosen for case studies include motor vehicles, electronics and fashion products. By means of case studies, different approaches to design identity were analyzed based on design identity platform and product specificity. Last, based on the results of the above research, four classifications and two strategic directions of design identity approaches were identified based on product specificity. Result : Through the case studies, the findings and results cover four signifying steps of the design identity platform; Design Philosophy, Design Core Values, Design Principle, and Core Design Element. And, based on the design identity platform, four different types of the design identity approaches were identified. Finally, two distinct strategic approaches of design identity were conceptualized reflecting product specificity; internal homogeneity strategy and external homogeneity strategy. Conclusions : Design identity approaches need to reflect product specificity such as corporate activity, product scope, the level of brand diversification, product life cycle and sensitivity to technology trends. With the flexibility of deciding the relevant approaches to design identity based on product specificity, a company can effectively communicate its design identity to consumers and designers will be able to balance design novelty and consistency without sacrificing creativity.