Leveraging the Psychology of Great Design

Key to a Winning Product Launch

What makes a consumer select one product over its competitor, splurge on the latest technology, or invest in their dream car? It’s the emotional connection that comes with great design.

Great design can mean many different things depending on the application. Take a commodity product like a plastic knife, for instance. It might not scream excitement, but a well-designed one is sturdy, comes in colors to match your event décor, and is reasonably priced. Think about the frustration of a flimsy knife that can’t cut – now you see the emotional impact of great design!

Attractive styling absolutely has its time and place, whether it’s in the form of a 1966 Ford Mustang? or the KitchenAid? Artisan Series Stand Mixer. But the styling is just the cherry on top. When it comes to great design, product functionality always trumps aesthetics, and both need to align with the price your target consumer is willing to pay.

Successful products are designed with the needs, goals, motivations, and experiences of the target customers in mind – the source of the emotional connection. The psychology of great design involves the following key factors, which begin in the product development process and continue iteratively throughout the product lifecycle:

Get the Know the End User

Data, data, and more data! Market research can give a general idea into your consumer’s needs and motivations during the planning stages. Once you settle on the design concepts, product testing with potential users provides the much-needed feedback and validation. Great design and intuitive usability are crucial for customer satisfaction and product adoption.

Form + Function

Consumers demand quality, functionality, and ease of use at every price point – as they should! Where the visuals may cause an initial attraction with clean lines and attractive color schemes, the full package of form and function are the ultimate selling point. With proven functionality and user-centric design, a company can take a similar approach as the automotive industry to push up market, offering different price points and features based on consumer priorities, from economy to luxury, using the same components.

Usability is a Must

Ease of use is crucial for the success of a product launch. Products need to be ergonomically comfortable, natural, and intuitive to use. These aspects not only make a product enjoyable but prevent users from engaging with it inefficiently. A hands-free, automated appliance – such as a Roomba? – by design, should not require human interaction. During the design and development phases, industrial designers and engineers engage in product testing to ensure prototypes make the user’s life easier and don’t cause fatigue or strain. When designed with the target consumer in mind and the specific conditions of use, the result is a stress-free experience, giving users the confidence to complete their tasks effortlessly.

Be True to Your Brand

Branding plays a significant role in the psychology of great design. Those that develop a consistent product line gain the advantage of a strong reputation. Brand loyalist consumers will always choose their favorites without needing to compare options! New customers tend to go with brands they recognize or have heard good things about. A truly strong brand extends a product’s value well beyond its utility. End users take pride in owning a well-designed product and are willing to pay a premium for it.

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Great product design is anchored by the needs and experiences of customers throughout the product development process. Success is achieved from effective communication, mutual understanding, and constant learning. At Brooks Stevens, we take a holistic approach to every program, launching well-loved products that are both stylish and useful. Talk to us about your next program today!

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