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Title: Branded product design : combining evolutionary algorithms and shape grammars
Author: Ang, Mei Choo
ISNI:       0000 0001 3547 9048
Awarding Body: University of Leeds
Current Institution: University of Leeds
Date of Award: 2007
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Mass production' mass-customisation and technolo~y maturity are changing the way organisations compete. As a consequence,' organisations create brands and promote their branded products to gain market share.,This poses a number of challenges for designers who must create product concepts that both meet functional requirements and maintain brand identity. This research has explored whether combining shape grammars and evolutionary algorithms might support a designer carrying out this challenging task. Shape grammars have been successfully applied t~ generate shapes to conform to certain styles in a number of domains. Recently, shape grammars have been used to generate product concepts in a given style manifested through product brand identity. However, the implementation is highly dependent on user selection of rules and this poses difficulty to explore the design parameters that fulfil functional requirements at the same time. Evolutionary algorithms have been successfully used to explore and optimise product concept parameters to fulfil' certain functional requirements and have shown promise. An approach based on evolutionary algorithms was proposed that enabled the selection of sequences of shape grammar rules to generate product concepts that both maintained brand identity and satisfied given functional requirements. A case . . study on the Coca-Cola. brand demonstrated that the combined approach could be used to generate shapes in a given style and deliver a functional requirement such as volume. Further case studies on shampoo bottles were used to explore issues in the maintenance of brand identity. Two measurement indices for two brand identity elements were proposed: similarity and aesthetic measures. The results showed . that the approach was able to support exploration and searching of design solutions to meet brand identity and functional requirements simultaneously. As brand identity includes elements that are difficult to quantify, this approach still needs designers to select their preferred final solutions from the generated 'product concepts for 'further development. The goal of this research was to exploit the strength of shape grammars and evolutionary algorithms with a view to improve support in product development.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available