1. Development: Product Design
March 1 & 6, 2007

2. 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!

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

4. Contributions of Design to the New Products Process

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

6. 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?

7. Assessment Factors for an Industrial Design

8. 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

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

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

11. 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

12. 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

13. 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

14. What Does the Design Tell You?

15. What Does the Design Tell You?