Role of DNA styling: The creation of local brand identity recognition framework

• Published in: Turkish Online Journal of Educational Technology
• Main Author: Rahim W.N.; Anwar R.; Abidin S.Z.; Dass L.C.; Ujang B.
• Format: Article
• Language: English
• Published: Sakarya University 2015
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-84957563560&partnerID=40&md5=bc7d3ff0332ee9ff055e116fff25e825

This paper reviews the significance of current design practice and its future contribution for establishing product DNA Styling of brand identity based on Malay culture influences. In the paper, we suggest to explore the design DNA of product that could represent brand and identity, especially for the establishment within a Context of Malaysian Design. In regard with the lack of clear theory exist in current literatures pertaining to characteristics of product DNA in design embedded, based on the representation of mind by designers’ from the perspective of culture influences in Malaysia. An advanced theory regarding the design DNA of Malaysian design will be produced. The research framework was developed based on DRM, to uncover 3 Level of gaps beginning with sampling design research methodology and inquiry, consumer expectation & expert designer about cultural influence and the gap between abstract-semi concrete-concrete design levels. Thus, the objectives of this framework is to propose a future study to uncover the method use by designers interpret styling DNA based on Malaysian culture influences. This theory will benefit local designer and researcher to further study on local brand identity recognition by exploring it to other domain of research. © The Turkish Online Journal of Educational Technology.