Output details
15 - General Engineering
University of Bristol
A method for exploring similarities and visual references to brand in the appearance of mature mass-market products
Current approaches to product styling are subjective and individualistic. Paper develops new, quantitative approach using mathematical descriptions of form, orientation and proportion to capture overall gestalt. This enables robust methodology to quantitatively assess intellectual property that embodies a brand. It also provides means for more objective comparison between brands in competing markets. Work led to 1-year visiting Fellowship for first-author Ranscombe at Monash University (Australia) where he worked with designers from Ford Motor Company. Approach was also applied to Apple vs. Samsung dispute over trade dress [tinyurl.com/gen-eng-11].
