3D surface texture and its effect on brand identity: A study in the military context

Çankaya, Erdem
This thesis focuses on relations between surface texture and brand identity in the field of Industrial Design, embracing texture as both a technical/functional characteristic and a source of brand perception. The work examines these relations within the military products sector, through a case study of a product design for the Turkish product manufacturer Aselsan. An empirical approach is taken, involving the evaluation of visual and physical surface texture designs by participants. The study was carried out in two stages. The first study focused on visual experience, and the second study focused on both visual and tactile experience. Overall, the aim is to investigate how various aspects of surface texture may be manipulated to communicate brand identity effectively. During the research process, surface texture features including the form of the surface textures, variations in the settlements on the surface, size differences, and settlement densities were examined. The results show that the manipulated surface texture features have an effect on brand perception. As a result of the evaluation specific to the brand identity of the relevant company, the following texture features come to the fore: high density positioning and their presentation as protrusions. Additionally, the research seeks to provide a new method and examples of 3D surface texture evaluation and data suitable for designers and engineers within or outside the military products sector to assist their decisions on 3D texture definition to help communicate a defined brand image.


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Citation Formats
E. Çankaya, “3D surface texture and its effect on brand identity: A study in the military context,” M.S. - Master of Science, Middle East Technical University, 2022.