Abstract
The paper presents an extract of my doctoral research in progress. It discusses the notion of semantic transformation, both as a conceptual orientation in which product design is seen embodying semantic references to specific brand qualities, and as the actual transformation process through which (linguistic) brand definitions develop into (visual) design elements. The conceptual framework stems from the fields of design semantics, brand research, design management, and design research. Theoretical discussion is supported in the paper by illustrative examples, derived from the in-depth case study of Volvo cars. First, the paper covers the themes of company identity, meaning transmission and creation, and brand representations. This is followed by brief viewpoints on product design as brand attribute embodying specific semantic references. Finally, I will elaborate on the issue of semantic transformation in the context of design process, particularly regarding identification of so-called traceable and non-traceable design elements.
Citation
Karjalainen, T. (2002) On semantic transformation Product design elements as brand manifestations, in Durling, D. and Shackleton, J. (eds.), Common Ground - DRS International Conference 2002, 5-7 September, London, United Kingdom. https://dl.designresearchsociety.org/drs-conference-papers/drs2002/researchpapers/39
On semantic transformation Product design elements as brand manifestations
The paper presents an extract of my doctoral research in progress. It discusses the notion of semantic transformation, both as a conceptual orientation in which product design is seen embodying semantic references to specific brand qualities, and as the actual transformation process through which (linguistic) brand definitions develop into (visual) design elements. The conceptual framework stems from the fields of design semantics, brand research, design management, and design research. Theoretical discussion is supported in the paper by illustrative examples, derived from the in-depth case study of Volvo cars. First, the paper covers the themes of company identity, meaning transmission and creation, and brand representations. This is followed by brief viewpoints on product design as brand attribute embodying specific semantic references. Finally, I will elaborate on the issue of semantic transformation in the context of design process, particularly regarding identification of so-called traceable and non-traceable design elements.