Abstract
The elementary design approach as a fundamental three-dimensional (3D) design characteristics formation is crucial in industrial design development process. In Malaysian design cultural metaphor scenario, aesthetics and subject matter styling led design direction theory explored mostly by design schools (Rahman 2011a, b; Rahman and Rust 2009, 2011), firms and widely interpreted as a significant image for Malaysian design identity 3D form and shape development transformation of crafts object, art form, products, and architectural building (Abidin et al. 2008; Jamaludin and Shariman, 2013). The subjective approach is systematically different from international best practice in established design firm which leads to their successful, proven brand and products champions. Investigation of theoretical relation and how the new fundamental alignment could change the design perception and commercial value in design, which is currently not progressively competitive globally. Hence, the objectives of this study are (i) to ascertain the impact of elementary design principle on designer common practice relation (Mujir et al. 2012; Shaleh et al. 2016); (ii) to identify the styling characteristics concept strategy (Abidin et al. 2011a) of elementary design integration practice; and (iii) to explore the fundamental design element styling characteristics framework (Abidin et al. 2011b) that can be used as advanced industrial design commercialization formula. Various design institution and firms will be targeted as focus respondent group studies where design workshop with video ethnography observation will be conducted to fulfill the research data projection. Scientific design elementary analysis will also utilize the 3D Digital modeling for form and shape formulation and evaluation (Tang et al. 2010). New elementary design formation framework strategy in this research will impactfully transform the common design education knowledge practice and benefit both designer, engineer and industry specifically in the mutual integration understanding on creation and searching for new design strategic 3D form characteristics (Tovey and Owen, 2000) knowledge sustainability which will enable design-related innovation activities, design economy performance, cultural and commercial influences which will elevate tangible performance, and significant contribution in Malaysian industries, improved strategically, successfully, and competitive globally.
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Acknowledgements
We would like to acknowledge the generous participation of the interaction designers in the research. Fully appreciation to Malaysia Ministry of Higher Education for the financial support under PRGS grant and UiTM for the REI grant.
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Mujir, M.S., Anwar, R., Hassan, O.H. (2018). Elementary Design Styling Formation Strategy Theory. In: Anwar, R., Mahamood, M., Md. Zain, D., Abd Aziz, M., Hassan, O., Abidin, S. (eds) Proceedings of the Art and Design International Conference (AnDIC 2016). Springer, Singapore. https://doi.org/10.1007/978-981-13-0487-3_12
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