Design and marketing talk

"Good design is the most important way to distinguish us from our competitors." The CEO of Samsung Electronics Yoon Jong-gyun expressed his understanding of industrial design. In fact, not only that, Yin Zhonglong means: Design is also productivity. With the deepening of economic globalization and fierce competition in the international market, industrial design has become one of the core drivers of manufacturing competition. Sony, Toshiba, South Korea’s Samsung and LG all regard industrial design as their “second core technology” and are considered by many manufacturers as an important means to get rid of homogenous competition and implement differentiated brand competition strategies. It has the most direct impact on the appearance and performance of products, the play of materials, manufacturing technology, and brand building.

According to the calculations of the Industrial Design Association of the United States, every dollar invested in the appearance of an industrial product can bring in $1,500 in revenue. For Hitachi, Japan's sales revenue increased by 100 billion yen, industrial design played a role in 51%, and equipment reform accounted for 12%. Good industrial design can reduce costs, increase users' acceptance probability, and increase product added value. And by promoting the continuous growth of products, companies will also obtain higher strategic value.

In the second half of 2004, a recent survey by Bancorp Piper Jaffray of the United States for teenagers revealed that 75% of teenagers who plan to purchase digital media players want to get Apple’s iPod player. In the year-end report at the end of 2004, Apple, which is listed on the Nasdaq in the United States, has sold 10 million iPods globally, and ranked first in the entire MP3 market with a share of more than 60%. The iTunes music website, which is owned by Apple Inc. and provides downloads for the iPod, has also sold 1.25 billion songs. It is also ranked first in the same market with 70% of the market. In a one-year period, Apple's total assets have climbed from 6 billion U.S. dollars to more than 8 billion U.S. dollars, and the industry has also extended its product range from electronic products to digital content in animation, music, and photography.

It is well known that for Apple, one of the core values ​​is design. Well, the iPod has only a design that has not been affected by its appearance. For example, is Apple's successful use of industrial design companies reflected on its design value? What is the real secret of the relationship between industrial design and product sales? Let us understand the influence of the five major elements and industrial design that the product itself carries. (The five parts of all physical products bear the connotation as shown below:)



1, the structure. In the production process of hardware products, all parts of the product are manufactured in the form of matter according to the structure. This is the core of the product: the material basis. The customer already exists before he can go to the store to buy it. The main value of industrial design in this regard lies in the rationalization of product production, the rational selection of materials, and the control of manufacturing and manufacturing costs.

2, the effect. When a customer sees a product in a sales terminal or in an advertisement, the consumer first interacts with the product, and a structured material product becomes a product. The effect of the product brings consumers a variety of sensory feelings: beautiful shape? ugly? Bright colors? concise? Texture noble, easy? How is the sense of value? For consumers, a good product image can make them willing to pay more premium to purchase the product; at present, most Chinese companies still hold the concept of industrial design at this level, and the single product appearance effect attracts consumers. Buy on.

3, function. After a customer buys a product home, the use of the product serves both the function and the most intimate part of the consumer. A good industrial design should enable the consumer to use it effectively, comfortably, and conveniently, bring value for use, and be easy to maintain and recycle.

4. The functions of some products are indispensable to people. Therefore, the functions of some products are more important in life than other products. For example, the time function of watches allows us to make appointments on time. Today, mobile phones have become an important product in the new era. He enables people to Keep communicating at all times on the move.

For mature products, the structure, materials, processes, uses, and effects have all been well solved. Therefore, the importance, symbolic significance, and culture of these products have become an industrial design. The main design factors. This is also the most direct relationship with product marketing. We will focus on this part below

5. Symbolic meaning. Enterprises' unified planning of product image through industrial design will have a strong visual impact and unity on the market. The difference between product design and competitors can bring advantages to the sales market and make the products symbolic and improve. Corporate brand identity. Therefore, the company's brand building is not simply a sign of a company. Advertising issues and the product image that is in close contact with consumers are the core of the brand. A good product image is a cognitive symbol that is different from other similar products. The combination of a good product image and a corporate image will produce a strong synergy, creating products through industrial design and reflecting important commercial differences.

Product Identity (PI) is the product's image quality in the design, development, development, circulation, and use. It is the result of the unity of the internal quality image and the product's external visual image. The image design of the product is to refine the overall image of the company. It is based on product design as the core of the system image design, product design, development, research concepts, principles, functions, structure, construction, technology, materials, modeling, color, processing technology, production equipment, packaging, equipment璜, transportation, display, marketing methods, advertising strategies, etc. conduct a series of unified planning and unified design to form a unified sensory image and a unified social image, which can play a role in enhancing, shaping and disseminating corporate image. Display the company's personality, strengthen the company's overall quality, create a brand effect, profitable in the fierce market competition. Therefore, the symbolic significance of the products brought by industrial design will become the core of the brand construction of Chinese companies in the future.

6, culture. For the classic product, its cultural meaning has been greater than its function. Also larger than his brand influence, design is not only the focus of the entire product, but also implies a special way of life. If your design represents a lifestyle that is consistent with social needs, people will support you and buy your product. Being able to become a culture must be representative of his time, not only an industry leader. When music and the Internet are combined and the era of digital music is approaching, the iPod has become a new cultural symbol - just like the Sony Walkman that has affected the world for twenty years. Consumers see the design of Apple products as representing a fashionable, refined lifestyle. Bright background, dynamic silhouette, the world is in the popular rock, U2, or bright green or charm purple fashion colors, and the ubiquitous white iPod will always become the visual center of the screen. Apple clearly recognized the characteristics of the times we are now and the social values ​​and lifestyles of the younger generation. Based on this, it conforms to and refines the needs of consumers, and uses the globally unified fashion symbol to express itself and design the iPod. Changing the appearance of a product is only part of the design process. Grasping the ever-changing consumer demand of the times and combining charismatic design ideas can cause dramatic fluctuations in product value.

Different industries and companies in different stages of development face different priorities in product design, but the value of industrial design always runs through the five major elements that affect the product itself. Therefore, industrial design has a significant impact on corporate marketing and branding. Enterprises should truly regard industrial design as a strategic investment of the company. In developed countries in Europe and America, the capital investment for industrial design generally accounts for 5% to 15% of the total output value, while the high one can account for 30% of the current year's output value. However, the investment of industrial design for most Chinese home appliance companies is generally less than the total output value. 1%. Chinese enterprises, especially small and medium-sized enterprises, must have the concept of this aspect and should give financial input to industrial design. Samsung spent hundreds of millions of dollars to improve the look, feel, and functionality of all refrigerators, washing machines, and mobile phones. Before consumers knew what they needed, it was possible to investigate what products might sell well. This effort has paid off: Samsung has grown from a maker of counterfeits in electronics and home appliances to one of the top brands in the world, thanks in large part to the company’s emphasis on design.

Recently, Lenovo, which owns a large design center, spent a great deal of money in collaboration with Ziba Industrial Design Corporation of the United States on a forward-looking product design project after the acquisition of IBM PC. This also shows that some Chinese companies have only solved the industrial design. The old-fashioned view of the appearance of the product has begun to be in line with international standards in the strategic understanding of industrial design. Industrial design as an important means of research and development and corporate product planning, product branding, marketing, close integration will have amazing value.

Author: Chi Wei Source: China Business News

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