Why it occurs even with the most professional products that they don’t bring the expected sales numbers even they get an intense advertising campaign?
In the last 8 years of design praxis I experienced that most often those companies who needs design most for their business growth are the ones who don’t see the value in design.
The main reason behind is that the CEOs and Business Developement Managers of these companies usually can’t see what design can add to their business exactly and why it worth to invest in a serious product design development project.
This might be because most designers usually gives too abstract or too mystic answers to this question.
From an Entreprenurial Perspective the first key benefit that design gives:
Design can win the prospect’s Buying Decision precisely at the decision making moment! Why?
Humans are quasi-rational beings. This means that whatever product is it about whatever smart and conciuos consumers are we, at that very moment of buying decision making we allways have a little irrationality. Design is the one thing that is infulencing on that tiny irrational part of our mind like a mystical magnetic power.
If a company wants to survive in these days’ crazy and intense competition, it’s way not enough to develope a better solution than the competitors but the product also has to give the impression of being the Best on Earth. It has to be perceived as the most professional solution on the market. It has to be enough breathtaking for the prospects to make them talking about it.
This is also true in such industries where due to common belief only technical requirements and capacity matter – such as at industrial machinery and equipment or medical devices. However, at these products whoever is deciding about the acquisition, it will be a Human. A quasi-rational human… Continue reading
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