Application of Design Format Analysis for Observing Styling Trend Flows: A Conceptual Model

Öz

This study aims to propose a model for modifying Design Format Analysis (DFA) in an effort to analyze the flow of styling trends in products. Originally, DFA is conducted to derive visual codes of a brand to define key elements of product identity. This method helps to describe and define the strengths of these codes, which makes it eligible to demonstrate transfer of semantic elements between products and brands. However, there is a lack of studies about trend analysis in the literature, especially when it comes to focusing on the flow of trends and the position of companies among the flow. To fill the gap, styling, which is a key element of product and brand identity, is taken into account by means of success in the marketplace for a company to differentiate itself from others. Two hypothetical models are proposed to analyze trend flows and companies’ position in the market during a trend life cycle: One concentrating on demonstrating styling characteristics of a period while the other one focusing on origin and spread of a certain styling trend. Through these tables it is suggested that a holistic understanding about styling trends within a certain period of time can be achieved.

Anahtar Kelimeler

• DFA
• style trend
• industrial design

Tasarım Biçim Analizi'nin Stil Trend Akışını İzleme Amaçlı Uygulanması: Kavramsal Bir Model

Öz

Bu çalışma, ürünlerdeki stil trend akışını çözümlemek amacıyla Tasarım Biçim Analizi (TBA) üzerinden bir model önermeyi amaçlamaktadır. TBA temelde ürün kimliğinin asli unsurlarını tanımlamak üzere bir markanın görsel kodlarını türetmek için yürütülen bir yöntemdir. Bu yöntem, bu görsel kodların güçlü yönlerini tanımlamaya yardımcı olur ve bu da ürünler ve markalar arasındaki semantik unsur aktarımını açık eder. Ancak, trend analizi konusunda trend akışına ve şirketlerin bu akıştaki konumuna odaklanıldığında, literatürde bir eksiklik göze çarpmaktadır. Bu sebeple bu çalışmada, pazar başarısı amacıyla bir şirketin kendisini diğerlerinden farklılaştırması olarak tarif edilebilecek bir alan üzerinden, ürün ve marka kimliğinin temel bir unsuru olan stil odağa alınmaktadır. Bir trend yaşam döngüsü boyunca trend akışlarını ve şirketlerin pazardaki konumunu analiz etmek için iki varsayımsal model önerilmiştir: Bir model herhangi bir dönemin stil özelliklerini göstermeye odaklanırken, diğeri belirli bir stil trendinin kaynağına ve yayılmasına ışık tutmaktadır. Bu tablolar aracılığıyla belirli zaman dilimlerindeki stil trendleri hakkında bütünsel anlayışlara ulaşılabileceği öngörülmektedir.

Anahtar Kelimeler

• TBA
• stil trendi
• endüstriyel tasarım

Kaynakça

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