Abstract
Elements of product design are represented by its design structure, defining a product as a whole. These representations are normally built based on the metaphors that connect attributes of a domain of how product will be “seen” or interpreted as. Through design process, the designers apply activities of synthesizing a product involving cognitive aspects on the concept and form development and strategies. The study will be strategizing the outline to uncover the phenomenon that involves metaphor mapping as bridging tool involving visual form element selection during the concept development phase in design process, through visual appearance of a product. This will be achieved through observation of the respondents during the sketching or drawing and how the designers worked the metaphor in conveying or citing the elements in a particular source and domain as ideas and inspirations. The behavior and cognitive of the design practitioners will be conducted through an experiment in artificial environment set up laboratory, guided through a protocol.
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Acknowledgements
The author would also like to thank Formgiving Design Research Group, Faculty of Art and Design, Universiti Teknologi MARA for the support on the Verbal Protocol Analysis Lab facilities. This research was also supported by Research Entity Initiative Grant, Universiti Teknologi MARA and Malaysian Ministry of Education and Universiti Teknologi MARA, Malaysia.
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Zainuddin, N.M., Abidin, S.Z., Anwar, R., Hassan, O.H. (2018). Escalating Product Identity Through Emphasizing Metaphorical Form Element Principles. In: Anwar, R., Mahamood, M., Md. Zain, D., Abd Aziz, M., Hassan, O., Abidin, S. (eds) Proceedings of the Art and Design International Conference (AnDIC 2016). Springer, Singapore. https://doi.org/10.1007/978-981-13-0487-3_57
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