An observation on value for money & meaning for money as premium affective design factors of production car development

Abstract

The purpose of this study is to propose an expansion of the value and meaning of a new automobile brand by improving the value for meaning as an element of premium emotional design. In this study, the characteristics of premium value for meaning in the field of the automotive industry were studied by analyzing how the value for meaning delivers premium images to consumers. To this end, value for money and value for meaning were examined based on various literature surveys, online surveys, and work experience in the automotive industry. Through this method, how to improve value for meaning based on value for money was derived. In the implementation of premium brands, the timeframe for automotive design development, which is constantly being shortened, remains one of the main challenges. When developing a new premium car design, many design problems must be solved within a short period. Therefore, it is difficult to satisfy the consumer's cost amidst a shorter timeframe and rapidly changing market with the previous sequential problem-solving development method. In order to quickly respond to this situation, a new design development process based on value for meaning is required. The proposed value for money and value for meaning framework can be specifically supplemented and modified by quantifying the abstract brand identity in terms of value for money or value for meaning. This way, quantification in terms of value for money or value for meaning is used as specific data in the formative stage, enabling quantified direction, evaluation, and correction in terms of value for meaning for premium identity. Understanding the emotional design elements for the premium brand image is expected specifically for application to the field by creating a basic framework for emotional design. Through this understanding and subsequent application, it is expected that premium brands that satisfy the cost of ownership can be realized.