The Role Of Technology In Communication by Soledad

The Role Of Technology In Communication High-Performance Automobile Manufacturer

Soledad Priano

The Role Of Technology In Communication High-Performance Automobile Manufacturer

Writtne and Published by Soledad Priano 216 Surf Parade, Surfers Paradise QLD, Australia © 2022 by Soledad Priano.

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The Role Of Technology In Communication High-Performance Automobile Manufacturer

WHAT IS VISUAL COMUNICATION? Since the wheel was invented, human kind has forged several design processes so as to establish the best way to take advantage of such path-breaking invention. Then, thanks to industrialisation and commercialisation of the automobile and Ford’s innovative approach (Batcher, 1994), design played a vital role in the production process.

In this vein, in the society of consumption (Braudillard, 2016) and after World War II, design eventually established its hegemonic position in popular culture and everyday life all over Western countries. In particular, the car “epitomizes the object” itself and it is a complement to all other things considered together (Braudillard, 1996, p. 65), since automobiles combine different features of domestic spaces outside of the home. Design gained more importance in corporate identity building,

INTRODUCTION

since “forceful corporate identities emerged with the development of distinctive product identities” (Burdek, 2005, p. 346) . As time went by, we evolved from pencil and paper to more complex computer design. The development period has been shortened, efficiency has improved, and perfection has increased. Many of the advances that have occurred in technology affect, and will continue to affect, the automotive industry and its surroundings. But how exactly does this digital transformation help in the area of automobile visual communication? Why does it become a fundamental link between the user and the manufacturer?

How does it help the users?

INTRODUCTION

02

Whats visual c omun ic at ion?

The effects of the new media design in the manufacture industries

E VA L U AT I O N

10 Why is v isu a l c omun ic at ion imp or t ant ?

14 Conclution Why is v isu a l comunic at ion to me ?

INTRODUCTION

CONTENTS

02

06

08

Why Visual Comunication Is Essential

History of visual comunication

CONCLUSION

The power of accurent visual comunication

How Digitalization changed the industry?

12 What do I think development and application of virtual reality

BIBLIOGRAPHY

16 Sources Bibliography Websites / Blogs Imagen

Why Visual Comunication

Is Essential The effects of the new media design in the manufacture industries As stated by Paolo Tumminelli, “car design is not much about creating an industrial style as fulfilling dreams” (Tumminelli, 2004) . In this sense, visual presentation of desires should be acknowledged in first steps as the main important connecting vessel between the client and the producer. Hence, collecting data about the desiderata of customers should be the very first step of the Communication Strategy: interviews or surveys may serve as useful tools in this phase. These data can be used to visualize prototypes of cars and/or parts of its interiors. These first drafts are to be negotiated with the management and the designers, in order to offer a detailed portfolio of internal and external features that clients can use as compasses. The principal aim of such a process is to create a customer-oriented booklet, which can display what has been done by the company. In this vein, the booklet works as an open book, which can be thought of as a story to be written by every customer. Such concept should be replicable in other contexts and via other media: whilst digital booklets does not represent an innovative device anymore, combination of 3D models with augmented virtual reality can provide important elements of novelty in the presentation of products.

Visual communication plays a key-role in early product development.

Since the automotive design process is based on a constant dialogue between the user and the car manufacturer, visual communication works as a fast communicative channel. Indeed, visual communication streamlines the understanding between both parties. Hence, it is of utmost importance. As previously mentioned, these product presentations can be made through sketches, digital presentations, 3D modeling, videos, scale models, prototypes, etc.. Thanks to these

instruments, the design proposed by the user can be framed and captured. This process allows the development of even the smallest details of the product. In this vein, early stages of the design are essential for both parties, and good communication and understanding can shorten production times as well as reduce the budget to be used. Conversely, if the communication between the client and the designer is not clear enough, it can lead to a bad review of the vehicle or even to losing the client completely.

With the advancement of technologies, visual communication between the user and the manufacturer is becoming more and more precise.

Since the adoption of 3D modeling, animations and, recently, the introduction of augmented virtual reality, the user can visualize the design and development of the final product without even touching the metal of the chassis.

INTRODUCTION

06

How Digitization changed the automotive industry?

0

19

80

7 19

By 1971 the mechanical CAD market was an established industry. The tools duplicated the paper tasks of human operators. They automated laborious processes to produce clearer paperwork, with additional time-saving features such as automatic dimensioning.

19

90

The 80s brought the advent of the PC and with it the transition from drafting task automation (2D) to 3D. Being easy to use and costing less, customers were looking to move to an all-3D digital product design concept. Within this concept, software vendors focused on improvements in the quality, accuracy, speed, and concurrency within customer design teams as well as improved manufacturability.

2020

History of visual comunication

2000

Into the new millennium, the need for better quality, more speed, cheaper systems, and more complexity must be examined within the context of rapidly changing business models. This develops new tools to enable more comprehensive “virtual product” creation and testing.

As we move forward with the gaming generation, ew products started to provide the ability to balance form (aesthetics) and fit (tolerance) to optimize what really matters to a customer — the (visual) experience and ultimately perceived quality.

INTRODUCTION

08

EVALUATION Wh y i s v i s u a l co mu n i ca ti o n i mp o rtant?

01

Visual communication ensures that a clear, unified message is delivered

The client’s original idea may be very different from the designer’s imagination, so an accurate two-way communication channel is needed. Since the introduction of digitalisation this way is becoming clearer and clearer.

02

Visual communication lower productions costs

Constant feedback reduces the margin of error in production.

Unnecessary production processes and costs are avoided.

For example, it is no longer necessary to machine an aluminum block to check the design and efficiency of a part.

This is achieved in the early stages of design through the use of 3D modeling programs where part strength and strength tests can be carried out. This use of digitisation and use of visual communication results in a reduction in cost, time and material waste for both the customer and the manufacturer.

communication increase the 03 Visual efficiency By reducing the consumption of time and resources, it is possible to not only increase the efficiency of new car design development, but also to process the communication process in the design department and related departments more quickly. As such, the strength of the digital design is that it is possible to quickly process work online; and this advantage is maximized in the evaluation and revision stage in virtual reality using Virtual Reality (VR) devices.

04 Visual communication archives better designs With the introduction of 3D modeling and technology, designers can develop ever more accurate and customized cars for the customer, as it no longer takes months of manufacturing for the customer to visualize the final result of the car.

05 Visual communication shorter cycle times The effects of using digital design on the design process can reduce the manufacturer’s time process. This is because, while sharing digital data, an immediate review is made, and parts that need correction can be shared in real-time, which delivers fewer errors and less risk.

E VA L U AT I O N

10

Why visual comunication to me is...

What do I think?

Advances in technology are exponentially improving design and manufacturing in the automotive industry.

In recent years Automobile industry has begun using VR/AR to create a multitude of things, from virtual showrooms to simulations for elaborate research and testing purposes. They are also widely used to educate novice drivers, train professionals, virtual prototyping, support service tools, etc. The key drivers of the increasing automotive VR popularity are technological advancement and the need to reduce engineering costs. VR software is used for prototyping to enhance the immersion during prototype testing, reducing the number of product design iterations, and minimizing product prototyping-related costs by 40-65%.

When full-scale 3D samples of vehicle parts or complete vehicle models are placed in the virtual reality, designers can easily manipulate them and quickly tweak according to safety regulations, design requirements, or stakeholders’ requests.

This can be used in the stage of premanufacturing design and approval, or as well in Virtual testing of self-driving car prototypes.

With VR, there’s no need to spend time and effort on the complicated process of building bulky physical prototypes.

Virtual prototyping also simplifies research and development, speeds up the design process, and reduces the number of adjustment rounds, thus significantly cutting the costs on the entire pre-manufacturing cycle.

CONCLUSION

12

Conclusion Overall, design represents a fundamental element of the industrial production process and has now gained a new relevant position in the way concepts are developed and communicated. Indeed, the digital age has impacted the industrial process and reshaped the clientmanufacturer relationship. Different tools allow designers to transform customer’s desideres into a tangible experience. In other words, the centrality of clients’ needs has become a priority for designing. Hence, whilst traditional and innovative tools seem to have been developed around the customer’s needs, communicative strategy must be built so as to serve as an open channel between producers and buyers.

In conclusion, it must be noted that communication in customised cars’ production should be considered as an iterative process. Indeed, it serves as an open and functional channel to be used so as to reach the best possible standards of quality of the product. Communication via traditional and digital instruments is nowadays flexible and open.

It must be thought of as based on plastic and adaptable strategies, in order to be implemented by new technological advancements.

CONCLUSION

14

Research Sources

BIBLIOGRAPHY

Batchelor, R. (1994). Henry Ford, mass production, modernism, and design (Vol. 1).

Manchester University Press.

Baudrillard, J. (1996). The system of the objects. Bath Press.

Baudrillard, J. (2016). The consumer society: Myths and structures. Sage.

Burdek (2005). Design: The History, Theory and Practice of Product Design.

Birkhäuser Tumminelli, P. (Ed.). (2004). Car design. TeNeues.

Mark Alfred (Nov 29, 2021), Ways Technology is Changing and Better Transforming the Automotive Industry https://medium.com/

Case Study: WellnessLiving’s UX/UI Design https://uxplanet.org/case-study-wellnesslivings-ux-ui-design-team-s-enhancements-to-tesla-s-new-v11-0dashboard-design-21730e00178e

Duncan Jennings (December 2020), Automotive Engineering BEng (Hons) https://www.coventry.ac.uk/course-structure/ug/eec/automotive-engineering-mengbeng-hons/

Siemens, Taking the automotive industry to the fast lane with Digital Enterprise https://new.siemens.com/global/en/markets/automotive-manufacturing.html

DE Editors (November 1, 2008 ), History of Mechanical Computer Aided Design: Where Have We Been? https://www.digitalengineering247.com/article/history-of-mechanical-computer-aided-design-where-have-we-been

Hitory of Computer Aided Desgign (15. January 2015) https://yeswebim.wordpress.com/2015/01/15/history-of-computer-aided-design/

Porche (02/08/2019) - Designed by Innovation https://newsroom.porsche.com

Jacob Demmintt (November 19) - Virtual car shopping on a HoloLens? https://www.geekwire.com/2015/volvo-to-launch-virtual-showroom-using-microsofts-hololens-sometime-next-year/

Bethaly (Jun 28, 2019) - How CAD Has Evolved Since 1982 https://www.scan2cad.com/blog/cad/cad-evolved-since-1982/

Microsoft (Dic, 2021) HoloLens https://www.microsoft.com/en-au/hololens?rtc=1

Imagen Sources Vanity Fair (April 28, 2017) - From Library of Congress/corbis/VGG/ Getty Images. https://www.vanityfair.com

Freepik https://www.freepik.es

BIBLIOGRAPHY

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