Assessing the performance of styling activities: An interview study with industry professionals in style-sensitive companies. (January 2016)

• Record Type: Journal Article
• Authors: Person, Oscar; Snelders, Dirk; Schoormans, Jan
• Is Part Of: Design studies. Volume 42(2016)
• Page Start: 33
• Page End: 55
• Publication Date: 2016-01
• Subjects: design performance -- new product development -- styling; Design -- Periodicals; 745.405
• DOI: 10.1016/j.destud.2015.10.001
• Languages: English
• ISSNs: 0142-694X

Abstract

Abstract : In this paper, we study the design activity of styling and its performance assessment within style-sensitive manufacturing companies. Based on interviews with industry professionals at such companies, we analyze how the contribution of styling and expressive products is perceived and assessed. We delineate how these companies stimulate sales and profits, enhance their brand visibility and promote the wider acknowledgment of their capabilities in the market through styling. We also describe how press coverage and design awards function as performance measures for styling activities alongside product sales. In addition, we describe how the perceived contribution of styling activities and its assessment are codependent on how the companies and their designers operate and make decisions on the expressiveness of products. Highlights: Interview study on the performance assessment of styling activities. Assessing styling by profitability, visibility and professional acknowledgment. How product sales, press coverage and awards function as measures for styling.