Development: Product Design March 1 & 6, 2007

What Is Design? Has been defined as “the synthesis of technology and human needs into manufacturable products.” In practice, design can mean many things, ranging from styling to ergonomics to setting final product specifications. Design has been successfully used in a variety of ways to help achieve new product objectives. One thing it is not: “prettying up” a product that is about to manufactured!

Aesthetic Evaluations of Consumer Products Balance Movement Rhythm Contrast Emphasis Pattern Unity

Contributions of Design to the New Products Process

Range of Leading Design Applications Purpose of Design Aesthetics Ergonomics Function Manufacturability Servicing Disassembly Item Being Designed Goods Services Architecture Graphic arts Offices Packages

IDEO Questions Process Culture What makes the “Deep Dive” unique? What is the role of prototyping at IDEO? Culture What makes the culture at IDEO so different? How does their hiring strategy affect the company’s performance?

Assessment Factors for an Industrial Design

Factors Which Decrease Product Costs MAXIMIZE simplicity of design use of economical parts and materials standardization of parts and materials use of economical technologies use of simple, proven processes MINIMIZE number and variety of parts critical materials and processes procurement lead time work in process Eliminate Scrap and Rework

Consumer Response to Product Form (Adapted from Bloch 1995) Psychological Responses to Product Form Cognitive Evaluations Categorization Beliefs Aesthetic Behavioral

What is Product Form? Objective Physical Properties of a Product Form Structure Texture Color

The Personality-like Associations of Selected Colors Commands respect, authority America’s favored color IBM holds the title to blue Associated with club soda Men seek products packaged in blue Houses painted blue are avoided Low-calorie, skim milk Coffee in a blue can be perceived as “mild” Caution, novelty, temporary, warmth Eyes register it faster Coffee in yellow can be perceived as “weak” Stops traffic Sells a house Secure, natural, relaxed or easy going, living things Good work environment Associated with vegetables and chewing gum Canada Dry ginger ale sales increased when it changed sugar-free package from red to green and white BLUE YELLOW GREEN

Human, exciting, hot, passionate, strong Makes food “smell” better Coffee in a red can be perceived as “rich” Women have a preference for bluish red Men have a preference for yellowish red Coca-Cola “owns” red Powerful, affordable, informal Draws attention quickly Informal and relaxed, masculine, nature Coffee in a dark-brown can was “too strong” Men seek products packaged in brown Goodness, purity, chastity, cleanliness, delicacy, refinement, formality Suggests reduced calories Pure and wholesome food Clean, bath products, feminine Sophistication, power, authority, mystery Powerful clothing High-tech electronics Regal, wealthy, stately Suggests premium price RED ORANGE BROWN WHITE BLACK SILVER, GOLD

Psychological Responses to Consumer Products Context Category Membership Functionality What happens in the absence of context? Design communicates, but does it do so effectively? How does the design and its context influence: Consumers’ reactions to the new products Consumers’ communication strategies

What Does the Design Tell You?

What Does the Design Tell You?