The Malay’s design DNA: formulation of the behavioral and the reflective aspects for product function and identity / Izzuddinazwan Misri

The Product design identity has reached massive development through time with continuous invention and innovations were introduced. It starts from the consideration of design at the outlook which appearance in visually, functionality, and senses of feeling that estimated to give pleasure to the user of a product, onward. Theories and methodology of product design and development were adapted, however, through time, the similarity and indistinguishable ways to produce seem competitive to establish as they less being identical and recognizable. Here, Design DNA as the study of identity toward designs takes its role. To be identical, product design requires the recognition point and signature for the user to capture, acknowledge and experience the product. Otherwise, these requirements are unlimited to what is user visually seeing but also the understanding of usage and suitability to themselves. Visceral, Behavioral, and Reflective is the kinds of level that a designer should notify as ‘complete condition’ to make a product. For that, these levels are the particular consideration parts to be identical. The research of design DNA over these levels of design has been done to find design DNA through visceral or visual aspects with cross-cultural product features as the sample. However, the research defines a limit to formulation design DNA at a visceral level, and as other two levels was unexplained. This study aims to identify and formulate design DNA at the Behavioral and Reflective level of design with a specific technical methodology such as the cross-cultural product measurement (CCPM) table, The Function Matrix for criteria segregation, and quantitative analysis to find out “the Function DNA” for Malay’s kind products. Hence, in defining the DNA or identity in the reflective aspect of Malay’s product features, the methodology applied is the quantitative analysis using Kansei’s interpretation and PrEmo as it is preferable to Emotion aspects. It is a purpose to provide guidelines and references for designers or other design experts to find an identical signature for the desired product at these two levels. Ultimately, the guideline in the figure of framework that shows the flow to find the function DNA and the reflective DNA purposely in creating a product was created and proposed. It is hoped that this study will be part of an optional solution for design practitioners in finding design identity for their product establishments instead of directions for future research.