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Mercedes-Benz’s Sensual Purity Design Philosophy Explained

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The 2016 Mercedes-Benz B-Class Electric drive comes with LED brake lights

The Mercedes-Benz Sensual Purity design philosophy may sound as though it was inspired by a bad erotica novel, but there’s a lot more to it than meets the eye—metaphorically speaking, that is, since eyes are literally what design languages speak to, after all.

For automakers, it’s important to develop a unique yet consistent design that can be applied across a car lineup in a way that always remains new and fresh but without ever losing the “essence” of what makes the car part of its brand. For Mercedes-Benz, that’s Sensual Purity.

Mercedes-Benz’s Sensual Purity Design Philosophy Explained

As with all design philosophies, there are a lot of buzz words surrounding this one, but also a few key elements we can pick out. Specifically, there are six key guidelines that Mercedes-Benz follows when designing a car with Sensual Purity in mind:

  • Unexpected Moments. These are the parts of the design that surprise in a pleasant way and create new emotional experiences. Oftentimes these are created by bold and eye-catching elements in the grille and wheels.
  • Stimulating Contrast. Mercedes-Benz says it is a “bipolar” brand because it mixes emotion and intelligence. Stimulating contrast is achieved by creative use of materials, color, and form that you might not expect, especially in the cabin.
  • Stunning Proportions. Every designer aims to impress, and the best way to do that is through proportions. Mercedes-Benz is constantly seeking new ways to use proportions to create a sense of energy and harmony.
  • Freeform & Geometry. These are two concepts that seem to be at odds with each other, but Mercedes-Benz makes them work by using them in different areas. The core of the car uses “clear, comprehensible shapes” (geometry) while the styling embraces “sensual, sculpted surfaces” (freeform).
  • Significant Graphics. This almost exclusively refers to headlights, which the automaker is constantly refining and tailoring to create a high-tech, precise, and sculpted feel. The more sophisticated a headlight’s graphics, the more distinctive the car appears.
  • Natural Attraction. When you can build a car that looks as though it could have been designed by nature (at least to an extent), you get natural attraction. Mercedes-Benz uses haptic materials, colors, and moods to achieve this, as well as muscular forms reminiscent of animals. When you like a car’s style because it looks like a predator rearing its haunches, that’s natural attraction at work.

Sources: Mercedes-Benz, Form TrendsNext-Article-Button

  • Behzad

    Sensual purity? Tasteless and weird? I know media is full of lies but please we arent blind, these new mercedes benz cars are ugly and ridiculously over rated.

  • Behzad

    Sensual purity? Or Tasteless and weird? I know media is full of lies but please we arent blind, these new mercedes benz cars are ugly and ridiculously over rated.