Aesthetics: Quantification and Deconstruction

Sushil Chandra is an R&D engineer working with Hero Motocorp, the world’s largest motorcycle manufacturer. He was part of the design team for ‘Splendor’, the world’s best- selling motorcycle, and was chiefly responsible for the design of Hero Motocorp products, which included both studio and engineering aspects. He currently heads the body engineering function group, which vertically integrates all activities from conceptualization to mass production and focuses on the interplay of social, political and philosophical aspects with the world of engineering design. Literature, especially ancient and modern poetry, happens to be one of his loves. This confluence of engineering and art drew him to the field of automobile aesthetics, which he found intriguing and exciting at the same time, leading him to complete a PhD in the engineering of aesthetics. He has published several papers on the semantic aspects of motorcycle design.

• 1.The Semantics of Design.- 2.The Motorcycle and its Aesthetics.- 3.The Kansei Engineering Framework.- 4. The Challenges for Product Planners.- 5. The Challenges for Styling Designers.- 6. The Science of Emotions.- 7. Deconstructing Emotions.- 8. The Context of Emotion.- 9. The Shape of an Automobile.- 10. Colour, Gloss and Texture.- 11. The Interplay of Unity and Dynamism.- 12. Graphics: To Be or Not To Be.- 13. From Deconstruction to Synthesis: The Role of Cultures.- 14. Motorcycles: A Case Study.- 15. Conclusions: Limitations and Challenges.