development: product design march 1 & 6, 2007. what is design? has been defined as “the...
Post on 20-Dec-2015
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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!
Range of Leading Design Applications
Purpose of Design
AestheticsErgonomicsFunctionManufacturabilityServicingDisassembly
Item Being Designed
GoodsServicesArchitectureGraphic artsOfficesPackages
IDEO Questions
Process 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?
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)
Product Form
PsychologicalResponses
to Product Form
CognitiveEvaluations
• Categorization• Beliefs
AestheticEvaluations
BehavioralResponses
The Personality-like Associations of Selected ColorsThe 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
BLUEBLUE
YELLOWYELLOW
GREENGREEN
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
REDRED
ORANGEORANGE
BROWNBROWN
WHITEWHITE
BLACKBLACK
SILVERSILVER, , GOLDGOLD
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