Balancing homogeneity and heterogeneity in design exploration by synthesizing novel design alternatives based on genetic algorithm and strategic styling decision

Designers constantly and consistently draft and develop both general concepts and directions to identify the solution that best fits the styling objectives of the lead designer. Designers often confront design fixations that cognitively clash to explore different design combinations. As design teams explore the range of possible design spaces of a certain design strategy, there is an opportunity for computational approaches to improve the styling process. By implementing product appearance similarity and styling strategy in computational design synthesis, it is possible to discover combinations that would otherwise remain unexplored by human designers. Numerous studies on design synthesis have been conducted. However, there has been no focus on the morphological synthesis of designs with strategic styling decisions. Considering this, the proposed study develops a method to synthesize car styling based on product appearance similarity for effective design exploration in the concept generation phase. The similarities of products across different generations, product portfolios, and competitors’ products are calculated to evaluate the strategic styling decision. The results of the strategic styling decision are used to formulate a fitness function. Car styling is then synthesized with a genetic algorithm based on this fitness function to generate car styling in accordance with the target strategic styling decision. In this respect, designers can computationally synthesize novel design alternatives that consider both homogeneity (family look in design) and heterogeneity (design trend in the market) by pinpointing the desired design exploration area. Ultimately, the style synthesis methodology proposed in this research can help designers to utilize the gradual visualization of styling strategies for more effective and efficient managerial design decisions. To do this, we conduct five major tasks: first, car design data are collected for design synthesis; second, the product appearance similarity is calculated to measure the strategic styling decision; third, synthesis validation is conducted to test whether the proposed methodology can create outside-the-box designs; fourth, a genetic algorithm is used to synthesize car designs in consideration of the strategic styling decision; finally, a series of in-depth interviews with experts and validation experiments are conducted with in-house automobile designers to examine the impact of the proposed methodology. The results showed that designers can quantitatively measure and compare the styling strategies of each car brand, then implement design upgrades, while still maintaining that specific style. Correspondingly, computationally generated design alternatives improve the satisfaction in ease, time, objective reflection and novelty of design outcomes when formulating design strategies in the concept generation phase.