Finding the Optimal Design Creativity in Car Design Features Against Brand Styles
Automobile designers strive to create novel and distinctive designs without sacrificing the car’s inner brand style. Both novelty and brand styles are known to be paramount to realizing market success, but this balancing depends on the intuition of designers and managers, which poses uncertainty for companies. Such uncertainty inhibits the ability or willingness of designers and managers to make creative designs as a barrier to potential creative designs. Therefore, we aim to support designers and managers to achieve optimal creativity without violating brand identity by providing the quantitative reasoning on brand styles. In this study, we decomposed car designs into design features and identified the visual significance of design features on maintaining brand styles. Results show that the particular design features with higher visual significance must be kept for brand recognition while others have greater design freedom for innovative designs.