Product design is about much more than style. Design goes right to the heart of a product. Good design contributes to a products usefulness as well as its look.

The traditional product design mix emphasises three elements:

• Function
• Economic manufacture
• Aesthetics

What do we mean by these three elements?

Function

• The way a product works.
• Does it do what it needs to do?
• Is the product reliable?

Aesthetics

• How the product appeals to the customer in terms of how it looks, feels etc.
• Based on the subjective judgement of customer
• A popular way to differentiate a product

Economic Manufacture

• Does the design allow the product to be made and sold profitably?
• How much value is added during the production process?

Common Features of Products that Successfully Emphasise Function in the Design Mix

• More predictable and stable demand
• Longer product life cycles
• Lower promotional costs
• Build reputation for quality based on reliability
• Economic manufacture through economies of scale

Common Features of Products that Successfully Emphasise Aesthetics in the Design Mix

• High added value
• Demand fuelled by customer aspiration
• Potentially shorter product life cycle
• Attracts imitation = need for design protection
• Need for greater promotional support