SYSTEMS OF LAYOUTS: A METHODOLOGY FOR DESIGNING NEW CONCEPTS OF PRODUCT TO USER.

SISTEMAS DE RETÍCULAS: UN MÉTODO PARA DISEÑAR NUEVOS CONCEPTOS DE PRODUCTO HACIA EL USUARIO.

EDUARDO MANCHADO-PÉREZ Licenciado en Bellas Artes; BA Hons 3D Product Design, Coordinador y profesor del Grado en Ingeniería de Diseño Industrial y Desarrollo de Producto de la Universidad de Zaragoza (España); e-mail: [email protected] LUIS BERGES-MURO Doctor Ingeniero Industrial; Director del Departamento de Ingeniería de Diseño y Fabricación y profesor de la Universidad de Zaragoza (España); e-mail:[email protected]

Recibido para revisar: D-M-A, aceptado: D-M-A, versión final: D-M-A.

ABSTRACT: To develop a product with market success need the means to control how it communicates messages to its user. This article introduces a methodology for product concepts generation, based on the adaptation of the work with systems of layouts from graphic design. Links user perceptions to several aspects of the product, so it´s related to other methods like Kansei Engineering (KE). If KE mainly analyses aesthetics, using mathematic methods, working with layouts develops sets of conceptual options, relating aesthetics and technical aspects of the product (the publication), from an appraisal of its communicative potential as most relevant feature. Its application is easier than KE, though less precise, and since it´s more oriented to concept generation rather than to information analysis, its adaptation to product design could be useful. Proposed methodology has been applied to the conceptual innovative design of aesthetic and technical general features of an Harley-Davidson-type ecological motorcycle.

KEYWORDS: Product design methodology, Emotional design, Layouts, Communication, Kansei.

RESUMEN: Para desarrollar un producto con éxito comercial, se requieren herramientas que permitan controlar cómo expresará determinados mensajes a su usuario. Se presenta una técnica para generar conceptos de producto, resultante de adaptar el método de sistemas de retículas, utilizado en diseño gráfico. Vincula las percepciones del usuario con diferentes aspectos del producto, relacionándose así con métodos como la Ingeniería Kansei (IK). Si la IK principalmente analiza la estética por métodos matemáticos, el trabajo con retículas desarrolla opciones conceptuales integrando elementos estéticos y técnicos del producto (la publicación), considerando como rasgo relevante su capacidad comunicativa. De aplicación más sencilla aunque menos precisa que la IK, se orienta más a la generación de conceptos que al análisis de información, por lo que su adaptación al diseño de producto puede resultar útil. Mediante esta técnica se han definido las características estéticas y técnicas de un concepto innovador de motocicleta ecológica tipo Harley-Davidson.

PALABRAS CLAVE: Metodología de diseño de producto, Diseño emocional, Retículas, Comunicación, Kansei.

1 1. INTRODUCCIÓN. highly innovative concept development. (13,14,15). The success of a product in the market depends on its functional efficiency and its communicative This article describes a methodology that, as KE, capacity: it must convince the buyer relates user perceptions to different aspects of the communicating properly its characteristics and product, using some similar techniques. But it is way of use together with another abstract values obtained from the adaptation of the Layouts (mark, overall quality, technological level, social working method, from an analogous field: graphic status…). design, because this method allows to define design specifications for the product (whether it is This capacity is influenced not only by the a book, a newspaper, a poster or magazine), aesthetics of the product: any of its technical relating aesthetics technical and functional aspects characteristics, materials, surfaces finishing, from an appraisal of its communicative potential sounds, scents, etc. are susceptible to perception as most relevant feature. by the user as messages; materials are chosen and conformed because of its functional features, but It´s application is easy, and reinforces the three user relates them to concepts such as modernity or aspects listed before. It is useful to drive product luxury (1). designers´ creativity towards the generation of innovative, user-oriented concepts, by means on That´s why, to develop a product with guarantees the controlled and coordinated development of the of success it is necessary to have the means to communicative potential of every formal and control the way in which it will be able to express technical aspect of the product. different abstract ideas in an homogeneous and organized manner. The communicative capacity 2. THE PROCESS OF PRODUCT DESIGN of products, thus considered, is of great relevance AS THE DEVELOPMENT OF A and should be emphasized in product specification COMMUNICATIVE STRUCTURE. sheets. The process of design has been defined by Munari There are few techniques not strictly oriented to (2), Arboniés (5), and in the standard UNE 66920- the definition of functional aspects (2,3,4), or to 1 on Design Management Systems: Part 1, Guide project management (5,6,7,8); among them, for the Management of Product Design (16), as Kansei Engineering (KE) (9), that applies mainly the definition of the physical and formal to aesthetic design of products. It is based on the characteristics of a product so that it can be mathematical analysis of the opinions of a series produced and be functional, profitable, and able to of users on the external shape of some products. It convince the potential buyer of its acquisition and ´s aimed to identify what aesthetic characteristics fully satisfy its expectations. of the product can suggest specific feelings or For this, the product must be able to respond in perceptions to user, to apply them to formal three levels: functionality, use and communication development of new products, increasing their with the user, which Norman defines as potential market success. Kansei is a word from “Emotional Design” (1) and Yiao and Zhang Japanese, and used by Nagamachi since the denominates “Affective Design” (17). 1970s, could be translated as “mental image”. When users are asked to describe the character of KE helps efficiently to define some aspects of the the product tend to use abstract expressions, and communicative capacity of the product, but: often talk more about the sensations they experience when using the product than about its - It´s very limited if used mainly to the design of functional characteristics (1). the aesthetics of the product (10,11). For the success of a product it is fundamental to - Implies the use of difficult mathematical identify, using surveys, questionnaires, discussion methods even if its conclusions are qualitative, groups, or other methods, what messages are being not attractive to many designers. (12). important for the buyer and how these can be - It is based on results obtained from the opinions expressed in such a way he or she can perceive of users on existing products. This is very those. The definition of the product can be interesting in phases of analysis and marketing, understood as the definition of an act of but not so useful in phases of development of communication, what according to Weaver and Shannon (18), is an act of interactive relationship. 2 communicative capacities. For this, analogies with graphic design are identified, assuming that a book, newspaper, poster or magazine are products, and the adaptation of the Layout technique is proposed because of its proved success (21,22, 23).

These may be defined as “the previous exposition Figure 1. Communication system scheme. of specifications for the composition of pages and texts that condition their definitive characteristics” Moles (19) studied the products using the theory (22). More than only a geometric grid that guides of the communication: the object is a sign, framed the arrangement of the graphic elements with within a culture that possesses certain features and aesthetic aims, those relate the aesthetic with the values, and transmits information intelligible in a functionality of the product (materials, processes, particular context. In order to define the parts of a costs, distribution, legibility, postal requirements, product as communicative elements, these must etc.), to control the act of communication. be considered as potential emitters whose configuration produces expressions. The codes This specifications refer to the following and channels must be appropriate to the receiver, parameters (each one is to be considered a who is the user. It is essential to know what Layout): Grid (margins, columns, reference message each element must transmit, considering points), Typographies, Styles of text, Use of the surroundings and the presence of noise. colors, Type of illustrations, Format, Distribution, Hierarchy, Indexation, rythm and parts of the The language of the product is not only based on publication, Printing Techniques and Finishing. its aesthetics; all its combined elements contribute The whole set is known as System of Layouts. to its understanding on the part of the user. The user who drives an automobile perceives complex Besides, each one of them can be configured information by means of multiple related signals considering specific aspects. For instance, a coming from multiple sources, whether visual, typography is defined by the following features: tactile, olfactory, or sonorous stimuli. It is thus 1.Construction; 2.Shape; 3.Proportions; possible the definition of acomplete product, from 4.Modulation; 5.Thickness; 6.Serifs; 7.Key letters; an appraisal of the communicative potential of its 8.Decoration. And from its configuration a parts as a relevant feature. classification is obtained that is accepted universally: 1. Handscript fonts; 2. Roman fonts; Human language is highly complex; the concept 3. Egyptian or gothic fonts; 4. Modern fonts; 5. of semantic distance explains how certain stimuli Decorative or dingbat fonts. are able to evoke certain mental concepts with a high degree of similarity among different people A concept generation technique in graphic design who, affected by their experience and their social is using matrix to relate the messages to and cultural environment, understand in the same communicate with the available layouts, applying way, for instance, the relation of an specific shape common creative techniques such as to a function (12,20). brainstorming, or 6/3/5, among others; different combinations configure possible global and 3. SYSTEMS OF LAYOUTS IN GRAPHIC controlled solutions to the communicative DESIGN AN ITS ADAPTATION TO problem, implying aesthetic, technical and PRODUCT CONCEPT DESIGN. functional aspects:

The aim is to define product design specifications from a global viewpoint, focusing on its

3 Figure 2. Concept generation (yellow, green) from groups of potential partial solutions.

4. METHOD FOR CONCEPT PRODUCT intervene, which is susceptible to expansion, DESIGN BASED ON SYSTEMS OF modification or reduction for each specific case LAYOUTS. where appropriate:

To adapt the method to product design, means to - Morphology layout (core): Aspects related to the identify a set of parameters or System of Layouts morphology of the product, perceivable by means which configurations can produce expressions, of sight and/or touch: Geometry of the product, acting as syntactic elements in an act of that is in many cases the core of its communication. communicative structure; scale product/user; As in graphic design, the aim is not only to structure of the product in terms of blocks, and the produce a formal composition but also a stable proportions between these; visibility or functional and communicative structure made up concealment of components; gross weight and of related elements. Its main objective is the distribution of weights; total visual weight and complete understanding by the user of the identity distribution of visual weights; colors, textures and and character of the product, together with all the surface treatments; the links fixtures between secondary messages for facilitating its use. pieces; the average temperature and its distribution; perceivable rythms in composition; To develop the expressiveness of the product in isomorphic correspondence or analogies, either the broadest sense, it is necessary: anthropomorphic, or allusive to knowledge, cultural experiences, feelings or emotions. - That the product transmits its messages taking into account 1) the cultural surroundings in which - Interface layout: Channels by means of which it it is to be perceived, so that it can be integrated is transmitted information of practical utility to into the experience of the user, and 2) the the user, and this introduces commands: screens, sensorial factors that govern the user’s perception loudspeakers, clocks, dashboards, microphones, and that are independent of the cultural and their relation with the different sensorial surroundings (25,26). capacities of perception and expression on the part - That it shows clearly its identity, ways of use of the user. and operation. - That the morphology expresses its functionality, - Functional layouts: Specific main and secondary so that this is recognizable. functions to be developed. Gadgets. The 4.1. A general classification of layouts for possibility of extension, configuration or product development. personalization of the product.

It is intended that this technique should be - Surrounding layout: Possibility to complement applicable to the greatest possible number of or be complemented by other products, either to situations. For this reason a generic System of be part of the same system, user environment or to Layouts is proposed, developing a series of basic be part of a range or collection. aspects in product definition (Form, function, ergonomics, environment, materials and - Auditory layout: Sounds that can be configured, processes), in a listing of possible parameters to as the produced by the operation of components; 4 by the relation between the product and its - Environmental layout: Environmental practice environment; alarms; warnings; sounds intended in relation to the product and as perceived by the to generate a specific environmental sensation; users. music. - Production strategies layout: Relations between - Olfactory/Gustative layout: Different scents and costs/sale price/profits ratios that can be given flavors that can be configured, as those produced communicative value or meaning; number of units by the operation of components and materials, or to produce; opportunity for launching in terms of by the environment, or by the relation between seasonality or leadership. these and the product. 5. APPLICATION OF THE TECHNIQUE. - Anthropometric layouts: Limitations imposed by the physical dimensions of the users, as the These phases are to be followed: dimensional capacity of contact zones, considerations of dimensional variation associated 1) Identification of the messages to transmit. with the age, sex or race; surfaces finishing or 2) Hierarchical classification of the messages. textures that can facilitate or hinder contact or 3) Identification of the layouts: aspects to be handling. configured to produce expressions. 4) Identification of Key Visuals: elements not - Biomechanical layout: Considerations respecting subject to intervention (28). the stresses that can affect the user by the working 5) Distribution, using matrix, of the messages position, the balance, the control requirements, or among the Layouts of product. postural or psychological fatigue, the type and 6) Assessment of the possible concepts of product amplitude of the movements necessary, for for subsequent development. example, according to the distribution of handles 7) Selection of the most suitable options. and controls.

- Technological layout: The technological level of 5.1. 1st Phase: Identification of messages. the functions, materials and processes and possible understanding of these technologies. User profiles and messages are identified, using Technologies also defines societies, and therefore techniques to know their expectations: interviews, their selection can affect not only the satisfaction surveys or Kansei methods (29), to which of functional requirements, but also cultural and conclusions can be added another messages communicative. proposed, for example, by strategic company direction, after-sales services discussion groups, - Performance layout: Potential working range of or resulting after market and product studies the technologies in terms of power, speed, analysis. capacity, movements or displacements between components. 5.2. 2nd phase: Classification and hierarchical structuring of the messages. - Languages layout: Elements expressed in specific languages; although these could fit into Some messages will consist of more abstract some of the previously defined layouts, their value characteristics related to the character of the is sufficiently important for separate product while other, more practical, will be consideration: words, written or pronounced; related for example, with learning how to use it. pictograms. They must be organized considering their relevance. - Services layout: Elements of the Product Service System (PSS) as defined by Manzini and Vezzoli 5.3. 3rd phase: Identification of the layouts: (27), not considered in the other layouts, as those different aspects of the product subject to associated with customer care, after-sale services, intervention, and the degree of intervention. information, publicity, owners clubs, packaging, means of distribution, presentation and delivery. Each one of the aspects which it is possible to control is denominated a Product Layout. Its 5 definition process concentrates on determining the elements that compose it, and their potential Next, each cell is completed with the possible contribution to the communicative structure as a configuration of each of these elements with the whole. aim of transmitting each of the messages. The key to innovation thus lies in interpreting the Sometimes the relation is obvious; other times structure of the product as a set of potential cultural icons analysis can be applied. Creative expressive elements. It is a creative, non- techniques such as brainstorming, analogies or quantifying activity. Not only must the messages 6/3/5 are also used. be transmitted appropriately, but also other new messages must be found and/or new forms to Each cell includes information referring only to express them. the way in which an element can be configured to explain one of the messages, so that the relation The user must perceive the messages in the best between both can be clearly seen. The aim is to possible order and manner and with the greatest divide a complex problem into small problems possible ease to enjoy the maximum functionality which resolution will be easier, to later integrate of the product with minimum effort, thanks to its the set of partial solutions. Working with matrix communicative capacity. An accurate or tables as a method for the decomposition of composition, as in graphic design, can help the problems is a system commonly used in industrial user to easily understand an innovative, high design (QFD, DAFO). technological complexity product. For this reason it is possible to also apply other methodologies intended for the optimization of its 5.4. 4rd phase: Identification of key visuals: use (30). possible messages transmitted by aspects not subject to intervention. It is not recommended to literally apply a system of layouts defined for one product to another, not Identification of features such as names, icons or even if the case is similar. A creative definition of colors, that must be necessarily maintained to the system will help to solve each case in an transmit certain messages to the user, or that innovative manner. Nevertheless, the use of valid inevitably will transmit certain messages, solutions applied in previous cases may be including those that can be subject to ill- considered where some analogy can be found. intentioned, humiliating or grotesque interpretations. Assessment of messages that can The combination of the partial solutions, be transmitted due to the presence of inevitable following mark, market or production strategies, sounds, scents, gases, or temperatures, or by will define different conceptual options. The characteristics of the product that must be greater the number of cells completed, the greater maintained to comply with standards. the number and potential of the possible options, even if to complete the cells appropriately, 5.5. 5th phase: Distribution of the different specialists in different fields might be necessary. messages among the different types of product layout. 5.6. 6th phase: Assessment of the possible options for concept product development. For this simple tables or matrix are used: The first column lists the messages intended for Suitability of the possible concepts is strategically transmission, and the first row contains the assessed, considering their potential functionality elements that make up each of the layouts. and communicative capacity. Differing from Kansei Engineering, proposed technique aims not to a reduction of the number of conceptual options, but to the generation of the maximum number of suitable possibilities for their subsequent valuation.

5.7. 7th phase: Selection of the most suitable options and starting the subsequent product development phases.

Figure 3. Matrix Messages/Expressive resources. 6 The more suitable options serve as a departure point for the writing of the detailed design Figure 4. List of messages to be expressed by an specification sheets that will govern the ecological motorcycle Harley-Davidson-type. (Abella, subsequent development, technical definition, and Jericó, Martínez-Hansen). production phases. A four experts board analyzed the corporative identity values present in the mark publicity in 6. RESULTS. comparison to another two leader brands, concluding that the most relevant layouts in this This technique has been applied to the design of a product were: concept of ecological motorcycle type Harley- Davidson by a team of three engineers and designers. This theoretical case (developed without any relation with the company) was proposed because relates aesthetic, constructive, technological and functional matters, with very strong emotional, cultural and mark values, within a growing and innovative market. Development is taken to a conceptual level, which is valid because Figure 5. Comparative of very relevant layouts the objective of the method is to define general (Abella,Jericó,Martínez-Hansen). characteristics from which obtain detailed design specifications. From the analysis of publicity campaigns and the information obtained by the surveys, the same To identify and classify what messages could board of experts considered the following features satisfy user expectations, was by means of an as key visuals: online survey to 240 members of different - Morphology layout: Structure, proportions. motorcycling clubs, who were asked about their - Auditory layout: Engine sound (now opposed to reasons to choose the product they own, and its ecological values). features they appreciate more. Results were shown using wordclouds and statistically nested Messages to be transmitted were related with the by the number of citations, unifying similar configurations of available resources using matrix expressions by means of clusters (29). The value of layouts. In some cases it was used “ecology” was added as a strategic requirement brainstorming and 6/3/5 techniques, while the for the new product, never existing before in the configuration of the seat related to the message mark nor suggested for the users. Results were as “Rebel”, for example, was defined by means of follows: features identified in films clothing.

7 Figures 6 y 7. Parts of the matrix of layouts used in the Project, showing some of the options that were finally selected for building the concept of product. (Abella,Jericó,Martínez-Hansen).

The team discussed the strategic market potential incorporate traditional brand messages in a nature of the possible combinations, and proposed a environment. rupturing product, highly innovative, that maintains brand key visuals but includes the Figures 8, 9, 10, 11. Development and final concept ecological message in the most relevant layouts to proposal (Abella,Jericó,Martínez-Hansen). produce a strong marketing impact. Thus, the chassis structure and proportions and its possible customization are preserved, but the ecological value will be shown in a smaller fuel tank, ready for biofuel, and the use of a hybrid engine. When accelerating, it will produce a new sound, sharp and shrill, similar to the produced by an electric condenser charging. Sustainable materials will be used in seat and paintings, as well as leds lamps and thin section tires. A new interface design will help to a responsible driving. Publicity campaign will 8

7. DISCUSSION.

By means of the adaptation of techniques from graphic design, an innovative approach for product design is obtained, that, as Kansei Engineering, focuses on product communicative capacity, and differs to other known engineering or marketing methodologies (QFD, DAFO, Kano, Conjoint Analysis). Compared to KE, this method is less focused on the users analysis: not so conditioned by previous experiences or products, propitiates and organizes creativity in the phase of concept generation. Its main contribution is taking into account, for the communication of abstract values, the potential of the whole of the product and not mostly its aesthetics.

Implies some risks because the obtained proposals are not so based in objective, quantifiable information. But results show that the method is specially useful in initial phases of the project, when the aim is to produce new concepts and help to take strategic decisions clearly oriented to innovation and user.

Easies the collaboration between different specialists, focusing their work towards the satisfaction of a global objective by means of multiple solutions, each one partial but all complementary and coherent.

Its application does not require the use of complex statistical methods, so it can be attractive to specialists of less technical skills. Besides, it can help to introduce technical specialists to emotional design and KE, because is not circumscribed only to aesthetics.

8. CONCLUSSIONS.

The proposed method can complete an analysis phase developed by KE, because approaches the development of any product as the definition of the components of a semantic structure, The concept developed has been shown to 125 integrating all its technical and formal aspects so potential users by means of an online survey; they that the overall objective of successful assessed in a 0 to 7 scale the presence on the communication with the user is achieved. concept of the features collected on the messages board, camouflaged among others that should not Helps to propose a higher amount of related be perceived; almost 85% perceived more clearly partial solutions, to later develop and control a (between 5 and 7) the desired aspects, what number of global conceptual solutions, and to suggests the potential of success of the concept, is make right decisions in a process that guarantees a clue for its possible review and shows that the user satisfaction and the success of the product. method is useful.

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