Aesthetic Flexibility in the Management of Visual Product Branding

This paper will investigate the strategic design decision-making of an in-house designer in a company with a large product portfolio, with respect to how designers plan for future visual alterations of the product. In-house designers have to think strategically about the creation of recognition and differentiation through design because they influence the company's overall strategies. Therefore, while balancing aesthetic and semiotic qualities of the product, designers have to consider current as well as future needs for recognition and product differentiation. The ability to do so is affected by cost and brand positioning strategy. An exploratory study was setup to investigate what design strategies could be found in an industrial design team employed by a company. The study exposed how in-house designers could strategically incorporate aesthetic flexibility in product parts in order to create opportunities for faster facelifts or redesigns. The importance of managing carryover details in larger product portfolios was also discovered. To carryover parts from different products is an important way for a company to save money, development time andat the same time increase brand recognition through repetition. Carryover can be an aid to enhance visual recognition, but it can also be a hindrance when the designer needs to create differencing design values. Most products have a lifespan before they need to be updated or redesigned, which depends on the competition in a product segment. This makes it extra important for designers to have an understanding of when to incorporate carry-over details and when not to. A model was created to describe how carry-over details, design cues and aesthetic flexibility could be managed in a product portfolio. The model is based on Rune Monö ́s works and brand management literature, with an emphasis on the brand positioning framework of Point of Difference, Point of Parity and brand extension by Keller et al. © 2015 The Authors.Published by Elsevier B.V. Peer-review under responsibility of AHFE Conference.