There are some who divide the properties of a product into two categories – performance features and visual features. The thing about this, however, is that it’s not always a clear-cut. After all, sometimes, the visual feature is all that matters (fashion industry) while sometimes, it affects the functional properties of the product (handling and aerodynamics). Either way, working on the design of the product can sometimes make a massive change in the structure of your own business.
It’s pivotal for your marketing
The first thing you need to understand is the importance of the product design for your marketing as a whole. When it comes to product placement, you’ll have to advertise features but you’ll also depend on the images of the product. These will be displayed on your website, your e-store and, nowadays, it’s even customary to include a 360-degree image of the product, so that your audience can check it out for themselves. This is where the design of the product acts as a persuasion tool.
It’s crucial for your brand recognition
The next thing you need to understand is that people will know your brand by your product and there are many such examples in the business world. For instance, while Dr. Pepper, Sprite, Fanta and Powerade all belong to the Coca-Cola company, it goes without saying that Coca-Cola Classic still tends to be its most iconic product. A similar thing happens with Apple Inc. since its iPhone surpasses all other devices in popularity. When it comes to McDonald’s, on the other hand, it seems as if the entire menu is iconic, even though some meals like Big Mac tend to be more recognizable.
It needs to be practical
When it comes to the design itself, you need to ask what it does to your overall manufacturing. It’s best if it’s frugal, practical, can be made quickly and you have the control of manufacturing. This doesn’t mean that you need to do it in-house. For instance, if you’re in the fashion industry and you want to offer your customers a wide range of items, you can focus on the manufacturing and find an agency specialized in heat transfer paper printing in order to facilitate the process.
People make assumptions about the product based on its design
Another thing you need to understand is the fact that the visual features often affect one’s expectation of the product itself. For instance, you can always tell a sports car by its looks. Second, think of a custom-made computer. Is there really a reason for the person making it to spend money on a customized case? Not really but it helps enhance the overall impression. As far as your product is concerned, it will also help set the expectations of your audience. Is your product luxurious or frugal? Is it made for industry-veterans or beginner users? Make sure that it also looks the part.
The last thing worth mentioning is the fact that the design dictates the packaging options that you have available. That unnecessary ornamental shape at the front of the device might require you to spend considerably more money on packaging and by eliminating it you may be able to save a fortune. You can look at this the other way around as well: a unique shape can give you unique packaging options. On the other hand, there are some product types where the shape of the product dictates the functionality, as well.
The last thing you need to understand is the fact that functionality always comes first. Also, just because you like something, it doesn’t make it good. After all, chances are that you’re not your own target demographic, which makes your personal preferences a lot less meaningful in the overall decision-making process. Still, dismissing the impact of design on the way in which your product performs on the open market would be simply ludicrous. You need all the competitive edge that you can acquire.