{"id":91,"date":"2020-06-04T19:20:29","date_gmt":"2020-06-04T19:20:29","guid":{"rendered":"https:\/\/libraryresources.nse.org.ng\/me270baughman\/chapter\/function-tree-morph-chart\/"},"modified":"2026-03-16T13:57:55","modified_gmt":"2026-03-16T13:57:55","slug":"function-tree-morph-chart","status":"publish","type":"chapter","link":"https:\/\/libraryresources.nse.org.ng\/me270baughman\/chapter\/function-tree-morph-chart\/","title":{"raw":"Chapter 1: Introduction to Form (Morphology) in Engineering Concept Generation","rendered":"Chapter 1: Introduction to Form (Morphology) in Engineering Concept Generation"},"content":{"raw":"<strong><span style=\"color: #1b3b80;\">In Engineering, function takes the stage before form! It may look \"cool\" but if it doesn't function, customers will reject it!<\/span><\/strong>\n<h2>Oakley Thump, Oakley (2005)<\/h2>\n[caption id=\"\" align=\"aligncenter\" width=\"431\"]<img class=\"\" title=\"Oakley Thump, Oakley (2005)\" src=\"https:\/\/cbi-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2016\/07\/Oakley-Thump.jpg\" alt=\"Sunglasses with thick plastic earpieces and connected earbuds.\" width=\"431\" height=\"151\"> Sunglasses with a built-in mp3 player (Oakley Thump, 2005). Too expensive ($495 in 2005 dollars), cheap-feeling, weak sound, and terribly unfashionable.[\/caption]\n<h2><span style=\"color: #1b3b80;\">Form or Function?<\/span><\/h2>\n<ul>\n \t<li>What if the product form<span style=\"text-align: initial; font-size: 1em;\"> is appealing, yet the form does not function?<\/span><\/li>\n \t<li>Who would buy them or be impressed by them?<\/li>\n \t<li>Would you buy them?<\/li>\n \t<li>They look good, but do they perform the way you expect them to?<\/li>\n<\/ul>\n<h3><span style=\"color: #1b3b80;\">Form Follows Function in Product Design<\/span><\/h3>\nIn generating product concepts, the design team MUST keep functionality at the forefront!\n\nIf a product looks great but doesn't work, will consumers choose to re-purchase the product after potentially experiencing buyer's remorse?\n\nWould you re-purchase a product that doesn't work, even if given a refund? How would that change your mind about the product and the company?\n<h3><em>First<\/em>, what do we want the product to do? <em>Then,<\/em> how do we want it to look?<\/h3>\n<p style=\"text-align: left;\">What if the weight of a hotdog model on this vehicle had a dramatic\u00a0 impact on fuel economy?<\/p>\n\n\n[caption id=\"attachment_90\" align=\"aligncenter\" width=\"396\"]<img class=\"wp-image-2625\" src=\"https:\/\/libraryresources.nse.org.ng\/wp-content\/uploads\/sites\/11\/2022\/01\/Oscar-Mayer-Weinermobile.jpeg\" alt=\"A photo of the iconic Oscar Mayer Weinermobile, a car shaped like a giant hotdog.\" width=\"396\" height=\"264\"> Oscar Mayer Weinermobile (Image Source: (c) <a href=\"https:\/\/news.airbnb.com\/oscar-mayer-lists-the-wienermobile-on-airbnb-for-national-hot-dog-day\/\">AirBnb<\/a>)[\/caption]\n<p style=\"text-align: left;\">What if your team's concept design never makes it to the market?<\/p>\n\n\n[caption id=\"attachment_90\" align=\"aligncenter\" width=\"395\"]<img class=\"wp-image-89\" src=\"https:\/\/libraryresources.nse.org.ng\/wp-content\/uploads\/sites\/11\/2026\/03\/Mazda-Furai-2008.png\" alt=\"A photo of a sleek futuristic looking car on a show stage.\" width=\"395\" height=\"237\"> Mazda Furai Concept Car, 2008 (Image Source: <a href=\"https:\/\/commons.wikimedia.org\/wiki\/File:Mazda_Furai_Detroit_2008.JPG\">Wikimedia Commons<\/a>)[\/caption]\n<p style=\"text-align: left;\"><span style=\"text-align: initial; font-size: 1em;\">What if your design team's concept is listed as one of the most beautiful cars by Car and Driver?<\/span><\/p>\n\n\n[caption id=\"attachment_90\" align=\"aligncenter\" width=\"395\"]<img class=\"wp-image-90 \" style=\"font-size: 1em; background-color: #ff99cc;\" src=\"https:\/\/libraryresources.nse.org.ng\/wp-content\/uploads\/sites\/11\/2026\/03\/2020-mazda-3-hatchback-1569347781.jpg\" alt=\"A photo of a large car with simple design.\" width=\"395\" height=\"242\"> 2020 Mazda 3 Hatch\u00a0 (Image Source: (c) <a href=\"https:\/\/www.caranddriver.com\/features\/g15383134\/most-beautiful-cars\/\">Car and Driver<\/a>)[\/caption]\n<h2><strong><span style=\"color: #1b3b80;\">Conceptual Design<\/span><\/strong><\/h2>\nYour design team has worked on understanding the design problem to solve this semester. Your design team:\n<ul>\n \t<li>Utilized customer input, engineering specifications &amp; benchmarking, along with marketing analysis\/information to establish the basis for generating concepts leading to the selection of final design.<\/li>\n \t<li>Needs to clearly understand functionality before designing a product's form.<\/li>\n<\/ul>\n<h3><span style=\"color: #1b3b80;\"><strong>Concept<\/strong><\/span><\/h3>\n<strong>A<\/strong>\u00a0<strong>concept<\/strong> is an idea that is sufficiently developed to evaluate the physical principles governing the design's behavior. It is necessary to confirm that the concept works and functions per customer needs.\n\nIn order to abstract what might someday be a product launched into the marketplace, concepts can be represented using the following methods:\n<ul>\n \t<li>Rough sketches or flow diagrams<\/li>\n \t<li>A proof-of-concept prototype<\/li>\n \t<li>A set of calculations or notes<\/li>\n<\/ul>\nIn all cases, functionality\u00a0<strong>MUST<\/strong>\u00a0be ensured.\n\n[embed]https:\/\/youtu.be\/_FOjwiY7Zfc[\/embed]\n<a href=\"http:\/\/Boat Hulls Designed for Speed_Video Script\">Boat Hulls Designed for Speed_Video Script [DOC]<\/a>\n<div class=\"textbox textbox--examples\"><header class=\"textbox__header\">Practice Exercise<\/header>\n<div class=\"textbox__content\">The original version of this chapter contained H5P content. You may want to remove or replace this element.<\/div>\n<\/div>\n&nbsp;\n<h2><span style=\"color: #1b3b80;\">Conceptual design for a toothbrush<\/span><\/h2>\n<img class=\"resizable aligncenter\" src=\"https:\/\/www.softchalkcloud.com\/lesson\/files\/F6TlHr3fhg7pnu\/Picture2.png\" alt=\"Functional design for a an electric powered tooth brush. The brush has a simple, intuitive on\/of switch, a flexible shaft, soft body, and easy to read user interface showing its charge.\" width=\"445\" height=\"319\" longdesc=\"https:\/\/www.softchalkcloud.com\/lesson\/files\/F6TlHr3fhg7pnu\/ada_files\/ada_image2.html\">\n<div class=\"textbox textbox--examples\"><header class=\"textbox__header\">Practice Exercise<\/header>\n<div class=\"textbox__content\">\n\n<strong>Concept Development: Watch the interactive video below and answer the questions that appear.\n<\/strong>\n\nThe original version of this chapter contained H5P content. You may want to remove or replace this element.\n\n<\/div>\n<\/div>","rendered":"<p><strong><span style=\"color: #1b3b80;\">In Engineering, function takes the stage before form! It may look &#8220;cool&#8221; but if it doesn&#8217;t function, customers will reject it!<\/span><\/strong><\/p>\n<h2>Oakley Thump, Oakley (2005)<\/h2>\n<figure style=\"width: 431px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"\" title=\"Oakley Thump, Oakley (2005)\" src=\"https:\/\/cbi-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2016\/07\/Oakley-Thump.jpg\" alt=\"Sunglasses with thick plastic earpieces and connected earbuds.\" width=\"431\" height=\"151\" \/><figcaption class=\"wp-caption-text\">Sunglasses with a built-in mp3 player (Oakley Thump, 2005). Too expensive ($495 in 2005 dollars), cheap-feeling, weak sound, and terribly unfashionable.<\/figcaption><\/figure>\n<h2><span style=\"color: #1b3b80;\">Form or Function?<\/span><\/h2>\n<ul>\n<li>What if the product form<span style=\"text-align: initial; font-size: 1em;\"> is appealing, yet the form does not function?<\/span><\/li>\n<li>Who would buy them or be impressed by them?<\/li>\n<li>Would you buy them?<\/li>\n<li>They look good, but do they perform the way you expect them to?<\/li>\n<\/ul>\n<h3><span style=\"color: #1b3b80;\">Form Follows Function in Product Design<\/span><\/h3>\n<p>In generating product concepts, the design team MUST keep functionality at the forefront!<\/p>\n<p>If a product looks great but doesn&#8217;t work, will consumers choose to re-purchase the product after potentially experiencing buyer&#8217;s remorse?<\/p>\n<p>Would you re-purchase a product that doesn&#8217;t work, even if given a refund? How would that change your mind about the product and the company?<\/p>\n<h3><em>First<\/em>, what do we want the product to do? <em>Then,<\/em> how do we want it to look?<\/h3>\n<p style=\"text-align: left;\">What if the weight of a hotdog model on this vehicle had a dramatic\u00a0 impact on fuel economy?<\/p>\n<figure id=\"attachment_90\" aria-describedby=\"caption-attachment-90\" style=\"width: 396px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-2625\" src=\"https:\/\/libraryresources.nse.org.ng\/wp-content\/uploads\/sites\/11\/2022\/01\/Oscar-Mayer-Weinermobile.jpeg\" alt=\"A photo of the iconic Oscar Mayer Weinermobile, a car shaped like a giant hotdog.\" width=\"396\" height=\"264\" \/><figcaption id=\"caption-attachment-90\" class=\"wp-caption-text\">Oscar Mayer Weinermobile (Image Source: (c) <a href=\"https:\/\/news.airbnb.com\/oscar-mayer-lists-the-wienermobile-on-airbnb-for-national-hot-dog-day\/\">AirBnb<\/a>)<\/figcaption><\/figure>\n<p style=\"text-align: left;\">What if your team&#8217;s concept design never makes it to the market?<\/p>\n<figure id=\"attachment_90\" aria-describedby=\"caption-attachment-90\" style=\"width: 395px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-89\" src=\"https:\/\/libraryresources.nse.org.ng\/wp-content\/uploads\/sites\/11\/2026\/03\/Mazda-Furai-2008.png\" alt=\"A photo of a sleek futuristic looking car on a show stage.\" width=\"395\" height=\"237\" srcset=\"https:\/\/libraryresources.nse.org.ng\/me270baughman\/wp-content\/uploads\/sites\/11\/2026\/03\/Mazda-Furai-2008.png 1024w, https:\/\/libraryresources.nse.org.ng\/me270baughman\/wp-content\/uploads\/sites\/11\/2026\/03\/Mazda-Furai-2008-300x180.png 300w, https:\/\/libraryresources.nse.org.ng\/me270baughman\/wp-content\/uploads\/sites\/11\/2026\/03\/Mazda-Furai-2008-768x462.png 768w, https:\/\/libraryresources.nse.org.ng\/me270baughman\/wp-content\/uploads\/sites\/11\/2026\/03\/Mazda-Furai-2008-65x39.png 65w, https:\/\/libraryresources.nse.org.ng\/me270baughman\/wp-content\/uploads\/sites\/11\/2026\/03\/Mazda-Furai-2008-225x135.png 225w, https:\/\/libraryresources.nse.org.ng\/me270baughman\/wp-content\/uploads\/sites\/11\/2026\/03\/Mazda-Furai-2008-350x211.png 350w\" sizes=\"(max-width: 395px) 100vw, 395px\" \/><figcaption id=\"caption-attachment-90\" class=\"wp-caption-text\">Mazda Furai Concept Car, 2008 (Image Source: <a href=\"https:\/\/commons.wikimedia.org\/wiki\/File:Mazda_Furai_Detroit_2008.JPG\">Wikimedia Commons<\/a>)<\/figcaption><\/figure>\n<p style=\"text-align: left;\"><span style=\"text-align: initial; font-size: 1em;\">What if your design team&#8217;s concept is listed as one of the most beautiful cars by Car and Driver?<\/span><\/p>\n<figure id=\"attachment_90\" aria-describedby=\"caption-attachment-90\" style=\"width: 395px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-90\" style=\"font-size: 1em; background-color: #ff99cc;\" src=\"https:\/\/libraryresources.nse.org.ng\/wp-content\/uploads\/sites\/11\/2026\/03\/2020-mazda-3-hatchback-1569347781.jpg\" alt=\"A photo of a large car with simple design.\" width=\"395\" height=\"242\" srcset=\"https:\/\/libraryresources.nse.org.ng\/me270baughman\/wp-content\/uploads\/sites\/11\/2026\/03\/2020-mazda-3-hatchback-1569347781.jpg 980w, https:\/\/libraryresources.nse.org.ng\/me270baughman\/wp-content\/uploads\/sites\/11\/2026\/03\/2020-mazda-3-hatchback-1569347781-300x183.jpg 300w, https:\/\/libraryresources.nse.org.ng\/me270baughman\/wp-content\/uploads\/sites\/11\/2026\/03\/2020-mazda-3-hatchback-1569347781-768x469.jpg 768w, https:\/\/libraryresources.nse.org.ng\/me270baughman\/wp-content\/uploads\/sites\/11\/2026\/03\/2020-mazda-3-hatchback-1569347781-700x430.jpg 700w, https:\/\/libraryresources.nse.org.ng\/me270baughman\/wp-content\/uploads\/sites\/11\/2026\/03\/2020-mazda-3-hatchback-1569347781-65x40.jpg 65w, https:\/\/libraryresources.nse.org.ng\/me270baughman\/wp-content\/uploads\/sites\/11\/2026\/03\/2020-mazda-3-hatchback-1569347781-225x138.jpg 225w, https:\/\/libraryresources.nse.org.ng\/me270baughman\/wp-content\/uploads\/sites\/11\/2026\/03\/2020-mazda-3-hatchback-1569347781-350x214.jpg 350w\" sizes=\"(max-width: 395px) 100vw, 395px\" \/><figcaption id=\"caption-attachment-90\" class=\"wp-caption-text\">2020 Mazda 3 Hatch\u00a0 (Image Source: (c) <a href=\"https:\/\/www.caranddriver.com\/features\/g15383134\/most-beautiful-cars\/\">Car and Driver<\/a>)<\/figcaption><\/figure>\n<h2><strong><span style=\"color: #1b3b80;\">Conceptual Design<\/span><\/strong><\/h2>\n<p>Your design team has worked on understanding the design problem to solve this semester. Your design team:<\/p>\n<ul>\n<li>Utilized customer input, engineering specifications &amp; benchmarking, along with marketing analysis\/information to establish the basis for generating concepts leading to the selection of final design.<\/li>\n<li>Needs to clearly understand functionality before designing a product&#8217;s form.<\/li>\n<\/ul>\n<h3><span style=\"color: #1b3b80;\"><strong>Concept<\/strong><\/span><\/h3>\n<p><strong>A<\/strong>\u00a0<strong>concept<\/strong> is an idea that is sufficiently developed to evaluate the physical principles governing the design&#8217;s behavior. It is necessary to confirm that the concept works and functions per customer needs.<\/p>\n<p>In order to abstract what might someday be a product launched into the marketplace, concepts can be represented using the following methods:<\/p>\n<ul>\n<li>Rough sketches or flow diagrams<\/li>\n<li>A proof-of-concept prototype<\/li>\n<li>A set of calculations or notes<\/li>\n<\/ul>\n<p>In all cases, functionality\u00a0<strong>MUST<\/strong>\u00a0be ensured.<\/p>\n<p><iframe loading=\"lazy\" id=\"oembed-1\" title=\"Boat Hulls Designed for Speed\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/_FOjwiY7Zfc?feature=oembed&#38;rel=0\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><br \/>\n<a href=\"http:\/\/Boat Hulls Designed for Speed_Video Script\">Boat Hulls Designed for Speed_Video Script [DOC]<\/a><\/p>\n<div class=\"textbox textbox--examples\">\n<header class=\"textbox__header\">Practice Exercise<\/header>\n<div class=\"textbox__content\">The original version of this chapter contained H5P content. You may want to remove or replace this element.<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<h2><span style=\"color: #1b3b80;\">Conceptual design for a toothbrush<\/span><\/h2>\n<p><img decoding=\"async\" class=\"resizable aligncenter\" src=\"https:\/\/www.softchalkcloud.com\/lesson\/files\/F6TlHr3fhg7pnu\/Picture2.png\" alt=\"Functional design for a an electric powered tooth brush. The brush has a simple, intuitive on\/of switch, a flexible shaft, soft body, and easy to read user interface showing its charge.\" width=\"445\" height=\"319\" longdesc=\"https:\/\/www.softchalkcloud.com\/lesson\/files\/F6TlHr3fhg7pnu\/ada_files\/ada_image2.html\" \/><\/p>\n<div class=\"textbox textbox--examples\">\n<header class=\"textbox__header\">Practice Exercise<\/header>\n<div class=\"textbox__content\">\n<p><strong>Concept Development: Watch the interactive video below and answer the questions that appear.<br \/>\n<\/strong><\/p>\n<p>The original version of this chapter contained H5P content. You may want to remove or replace this element.<\/p>\n<\/div>\n<\/div>\n","protected":false},"author":1,"menu_order":3,"template":"","meta":{"pb_show_title":"","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-91","chapter","type-chapter","status-publish","hentry"],"part":83,"_links":{"self":[{"href":"https:\/\/libraryresources.nse.org.ng\/me270baughman\/wp-json\/pressbooks\/v2\/chapters\/91","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/libraryresources.nse.org.ng\/me270baughman\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/libraryresources.nse.org.ng\/me270baughman\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/libraryresources.nse.org.ng\/me270baughman\/wp-json\/wp\/v2\/users\/1"}],"version-history":[{"count":1,"href":"https:\/\/libraryresources.nse.org.ng\/me270baughman\/wp-json\/pressbooks\/v2\/chapters\/91\/revisions"}],"predecessor-version":[{"id":92,"href":"https:\/\/libraryresources.nse.org.ng\/me270baughman\/wp-json\/pressbooks\/v2\/chapters\/91\/revisions\/92"}],"part":[{"href":"https:\/\/libraryresources.nse.org.ng\/me270baughman\/wp-json\/pressbooks\/v2\/parts\/83"}],"metadata":[{"href":"https:\/\/libraryresources.nse.org.ng\/me270baughman\/wp-json\/pressbooks\/v2\/chapters\/91\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/libraryresources.nse.org.ng\/me270baughman\/wp-json\/wp\/v2\/media?parent=91"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/libraryresources.nse.org.ng\/me270baughman\/wp-json\/pressbooks\/v2\/chapter-type?post=91"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/libraryresources.nse.org.ng\/me270baughman\/wp-json\/wp\/v2\/contributor?post=91"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/libraryresources.nse.org.ng\/me270baughman\/wp-json\/wp\/v2\/license?post=91"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}