Style-branding, aesthetic design DNA
This paper is a continuation from papers presented at previous PDE, EPDE and SEED conferences. The paper outlines research being developed by the Creative Design Research Group and taught on design courses, in the School of Design, Engineering and Computing at Bournemouth University. The main aim of the paper is to discuss the potential to retain aesthetic style brand DNA in a new design concept and the formulation of a proposed model. The paper illustrates how this can support the education and development of product and engineering design students in creative aesthetic design education.