Wisdom Without Waiting: Designing for the Senses -- Part II
© John L. Mariotti
Great designs have two essential ingredients: they meet perceived or realized needs/wants of customers, and they appeal to both the senses and intellect of the ultimate buyer. Much has already been written about understanding customer wants and needs, so I will concentrate here on how designs can appeal to the senses. Visually appealing products have an advantage against less attractive competition. The evidence is all around us. Consider the following examples:
- Sight--the Apple iMac offers little new technologically but the aesthetic appeal of the "total visual package" is compelling.
- Sound--the Bose Wave Radio offers superior sound quality in a small, pleasing design, at a large price (and profit).
- Taste--Altoids mints have a distinctive, strong taste--a value-added design and promotion element
- Touch--Tactile is in-- Oral B toothbrushes, Gillette Mach 3 shavers, and ballpoint pens with rubberized grips--all start their life cycle at premium price-value positions.
- Smell--Walk into a Bath & Body works or think about aroma therapy and this appeal is obvious. (The aroma of fresh baked bread actually helps realtors sell homes).
Combining all of these appeals into a product is the art of great design, which is embodied in many respects by the modern automobile.
- The retro styling of the new VW Beetle or the sumptuous interior wood trim of a Lexus please the mind's eye of the buyers.
- Auto CD sound systems make cars the ultimate listening rooms
- The ubiquitous cup holders signal the importance of satisfying the driver's sense of taste--but in this case, for a beverage.
- Leather wrapped steering wheels and soft leather seats reward both the senses of touch and "new car" smell each time the driver enters.
It is little wonder that Americans have a love affair with the automobile.
