Decoding Automotive Design: Users interpret a product based on their individual thoughts, beliefs, values, and attitudes,and their emotional associations. Automotive design language communicates brand image, values and functionality. Byusing the inherent dynamics of the vehicle to create dynamic sculpture, surfaces linked by curvature, tangential andpositional transitions appeal directly to our emotions. Conscious and subconscious semantic language is created by theinterplay of proportion, visual weight, and the balance of mass and volume. Dynamic highlights imply speed andmotion, enabling an emotional and practical understanding of the product. These sophisticated tools and methods can be,and are being, applied to the design of boats and yachts - for this to work successfully it is vital that the designer has acentral role in linking marketing, engineering and manufacturing, and the other company departments, to the customer.
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