Concepts of style in a product,, vehicle and its relationship with the brand - Case study: Front view facelift of Rana

Style is a word used in the Late 19th Century to distinguish between different artistic methods. But despite the concepts of its nature, by entering other fields, it was able to develop its application and accept other roles as well. Style is an important concept in the field of industrial design and automotive design, which is mostly used in describing the appearance of the product. From an industrial design perspective, products are a combination of functions and forms. Most of the time, these items are comparable to the buyer's point of view, the technical functions look the same and the biggest difference is felt in their appearances. Therefore, the importance of style lies in the fact that it is the most important and the first factor when customers encounter the product. Influential factor, which targets customers' emotions and plays a direct role in determining the final purchase decision. In fact, style is a trump card in the brand's competition. They also see it as a good opportunity to convey their values and culture, through which they engage it in their conversation and interaction with customers. So, to achieve such goals, there must be a correct understanding of the concepts and issues about style, so that brands and designers can properly create product’s style for their customers. In fact, style reveals the shape of a thought in the appearance of the product. In order to implement this thought in the product, how to create a product style should be considered. Therefore, the form or physical appearance of the product has the potential to attract more customers than the technical performance of the product. It also increases the chances of customers to test and evaluate the product, and can cover even the poorer technical performance of the product with its attractive style or make its good technical performance more apparent. In this article, the concepts of style have been explored and developed. Due to the importance of style in car design, the findings and results in this area have been expanded and the elements of car style were identified, and a combined process have been proposed. Based on the proposed results and process, various tools and techniques were used in the case study. This practical design is based on functional, stylistic, and aesthetic criteria such as: Being aggressive and sporty, being creative and trendy. It was carried out as a project in Iran Khodro Company for the target group of young men and women and was verified by Iran Khodro experts and some professors of the University of Tehran in the field of industrial design. Finally, the design of Runna Facelift project for Iran Khodro was proposed. In This article, give you a better and clear overview of style design. Also, since a brand uses its identity to present its products to its audience in addition to style, and due to the relation between identity and style, it is suggested that concepts in these areas, can be considered as future research subjects.