Jürgen Mihm

 

Faculty Speaker Professor Jürgen Mihm (INSEAD)
Title Identifying Styles in Product Design
Date & Time Friday, October 11, 2013 at 10:30am

Place

UCLA Anderson School of Management 
Room D-310 

Abstract
Styles are categories of designs that share a distinctive visual concept. This paper introduces a structured approach to identifying styles in a large set of product designs. Employing a stringent conceptualization of 'style', we use a novel combination of clustering and experimental methods to group into styles all US design patents granted during the period 1977-2010. Validating the results indicates that our algorithmic approach categorizes designs no differently than would humans. Furthermore, we use the resulting categorization to examine the dynamics of styles, finding that some product categories exhibit more style dynamism than others and that styles overall are becoming more dynamic over time. Our approach to identifying styles opens up new avenues for investigating the role of aesthetics in innovation.