4 into 35 Does Go - Extending Sketches, Drawings, Models and Prototypes to Define a Taxonomy of 35 Design Representations for Improved Communication during New Product Development

Oct 23, 2026

Uploaded by Levi

Extending Sketches, Drawings, Models and Prototypes to Define a Taxonomy of 35 Design Representations for Improved Communication during New Product Development investigates visual design representations (VDRs) used across industrial and engineering design during new product development. The study frames VDRs as externalisations that support communication, information storage, thinking and verification, yet also analyses ambiguity, cultural differences, and misinterpretation caused by non-shared vocabulary. It proposes a structured taxonomy for clearer, more consistent understanding, followed by a four-way evaluation of its effectiveness.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages8

Reading Time20 min

AccessFree to download

Introduction

Visual Design Representations

4 into 35 Does Go: Extending Sketches, Drawings, Models and Prototypes to Define a Taxonomy of 35 Design Representations for Improved Communication during New Product Development Dr. Mark Evans, Eujin Pei and Dr. R. Ian Campbell Department of Design & Technology , Loughborough University, United Kingdom INTRODUCTION Today’s highly competitive global markets have highlighted the importance of industrial design and engineering design collaboration in new product development (NPD) . NPD can be considered as a sequence of activities beginning with identifying market opportunities and ending with manufacture and sales (Pahl and Beitz 1996) . To avoid costly rework and to reduce development time, effective externalisation of design concepts amongst NPD team members is crucial (Alisantoso et al. 2006) . The ideas that initially take place in the form of language, graphics or actual objects (Goldschmidt 1997) must be externalised without unnecessary ambiguity if they are to be shared with others (Pipes 2007, Eissen and Steur 2008) . The absence of a common language and mutual understanding and the ambiguous loosely defined nature of some representations has led to miscommunication, misinterpretation and ineffective working practice (Goel 1995) . The aim of this research was to provide a more effective, consistent and clear understanding of design representations. The paper considers the nature of design representations and then explores the development, structure and content of the taxonomy of design representations that are employed by industrial designers and engineering designers during NPD. The taxonomy is finally appraised through a four-way evaluation. VISUAL DESIGN REPRESENTATIONS According to Palmer (1987), a representation is defined as a model of an object it symbolises. Internal representations encompass imagery and cognitive activity, while external representations may be visual or verbal (Goel 1995) . This research focused on external visual representations which are here referred to as ‘Visual Design Representations’(VDRs) that reproduce the properties of a design proposal through physical or virtual media that may be either 2D or 3D. During NPD, VDRs provide visualisation, communication and information storage (Tang 1991, Persson 2002, Do 2005); serving as an externalisation aid (Larkin and Simon 1987, Goldschmidt and Porter 2004); as a thinking and reflective tool (Ferguson 1992, Suwa et al. 1998, Saddler 2001, Visser 2006); for verifying decisions (Olofsson and Sjölén 2005); to derive new ideas (Scrivener et al. 2000, Eckert and Boujut 2003); simulate the design and as an extension to short term memory (Lipson and Shpitalni 2000); record ideas (Baskinger 2008); and as a persuasive aid (Menezes and Lawson 2006) . Goldschmidt (2007) also stresses that design representations allow team members to see a design problem at the same level so as to create a shared mental image of the product. While many formats of VDRs are available, sketching has been most commonly used during the concept design stage of the design process. Goel (1995) sees this as the first step in the design process, where quick sketches facilitate the externalisation/visualisation of ideas. During the development stage, representations are used to communicate with others and media such as presentation drawings and three-dimensional models are employed. In the later stages of embodiment and detail design, technical drawings and prototypes are used to communicate and verify the final design (Dorta 2008) . Leonard-Barton (1991) noted that as the design development progresses, the information contained in a design representation increases as more information is made available about the product. Disharmony in product development may occur when team members employ or view VDRs differently. For instance, engineering designers produce technical details for manufacture based on quality, performance and cost (Flurscheim 1983), while industrial des

FAQs

What is the goal of the research described in the paper?

To provide a more effective, consistent and clear understanding of design representations, culminating in the development and appraisal of a taxonomy of 35 design representations used during NPD.

How does the paper define visual design representations (VDRs)?

VDRs are external visual representations that reproduce the properties of a design proposal through physical or virtual media, in either 2D or 3D formats.

What problems can arise when using design representations in new product development?

Miscommunication and ineffective practice can occur due to ambiguous and loosely defined representations, differences in workplace culture, and vocabulary gaps between industrial designers and engineering designers.

Oct 23, 2026

Uploaded by Levi