Appearance input of 1 dollar can bring 1500 U.S. dollars in revenue
According to the Industrial Design Association of the United States calculations, the appearance of industrial products, each invested in 1 U.S. dollar, can bring 1500 U.S. dollars in revenue. Hitachi, Japan, every 100 billion yen in sales revenue, industrial design plays a role in the proportion of 51%, while the proportion of equipment transformation for 12%. Good industrial design can reduce costs, increase the probability of user acceptance, increase the added value of the product, and by promoting the continuous growth of the product, the company will also obtain a higher strategic value.
In the second half of 2004, a new survey of teens by U.S. research firm BancorpPiperJaffray showed that 75 percent of teens who planned to buy a digital media player hoped to get Apple's iPod player. In its year-end statement at the end of 2004, Nasdaq-listed Apple Inc. had sold 10 million iPods worldwide and ranked No. 1 in the overall MP3 market with a share of more than 60 percent. Apple's iTunes music pay site, which provides downloads for iPods, has also sold 1.25 billion songs, and is also No. 1 in its category with a 70 percent share of the market. In the space of a year, Apple's total assets have climbed from $6 billion to more than $8 billion, and the industry has extended from electronics to supplying content in digital areas such as animation, music and pictures.
The Five Elements of Industrial Design
It is well known that for Apple, one of the core values is design. So the iPod does not have a stunning design in terms of appearance alone, so where does the value of design come into play for a company such as Apple that has successfully utilized industrial design? Where is the real secret of the relationship between industrial design and product sales? The product itself carries the 5 elements and industrial design has a close connection.
A Structure
In the production of a hardware product, all the parts of the product are manufactured into a material form according to the structure, which is the kernel of the product: the material base. It exists before the customer ever goes to the store to buy it. The main value of industrial design in this regard lies in the rationalization of product production, the rational choice of materials, and the control of processing and manufacturing costs.
B Effect
The effect of a product brings the consumer a variety of sensory feelings: beautiful form? Ugly? Bright color? Simple? Texture noble, easy? How about the sense of value? For consumers, a good product image can make them willing to pay more premium to buy the product. At present, most Chinese companies still keep the concept of industrial design at this level, i.e., a single product appearance effect to attract consumers to buy.
C Function
After the customer buys the product home, the purpose of the product, i.e., the function of the product, becomes the closest part of the product to the consumer. A good industrial design should make the consumer use the product efficiently, comfortably, and conveniently and bring the value of the product to the consumer, and make it easy for the consumer to maintain and recycle the product.
Some products' functions are indispensable to people, so some products' functions are more important than others in life.
For technologically mature products, such as automobiles, furniture, and daily necessities, the problems of structure, material, process, use, and effect have been well solved, so the importance, symbolism, culture, and other elements of such products become the main design factors of industrial design. This is also the stage that has the most direct relationship with product marketing.
D Symbolism
Enterprises through the industrial design of the unified planning of the image of the product will produce a strong visual impact and sense of unity in the market, the difference between the product design and competitors can bring the advantage of the sales market, and make the product to produce symbolic meaning. Good product image is differentiated from other similar products cognitive symbols, good product image and corporate image combined will produce a strong synergy, through industrial design to create products and reflect the important commercial distinction.
Products Identity abbreviated as PI is the product in the design, development, development, circulation, the use of the formation of a unified image of the quality of the product's internal image and the product's external visual image of the formation of the unity of the results. Product image design is to realize the overall image of the enterprise's goal of refinement. It is a systematic image design with product design as the core, which carries out a series of unified planning and design for product design, development and research concepts, principles, functions, structures, structures, technologies, materials, shapes, colors, processing techniques, production equipment, packaging, decorations, transportation, display, marketing methods, advertising strategies, etc. to form a unified sensory image and a unified social image, and to be able to Play a role in enhancing, shaping and spreading the corporate image. Show the personality of the enterprise, strengthen the overall quality of the enterprise, creating a brand effect.
E Culture
For classic products, its cultural meaning has been greater than its function, but also greater than its brand impact. Design is not only the focal point of the entire product, but also implies a special way of life, if your design represents a lifestyle consistent with the needs of society, people will support you and buy your products, can become a culture must represent its time, that is, the industry leader.
When music was combined with the Web and the digital music era dawned, the iPod has become a new cultural icon -- much like the Sony Walkman, which influenced the world for two decades. Consumers see the design of Apple products as representing a stylish, offbeat lifestyle. Bright backgrounds, dynamic silhouettes, the world's popular rock and roll, U2, the fashionable colors of bright green and purple, and the ubiquitous white iPod that is always at the center of the screen's vision. Apple clearly identifies itself with the characteristics of the era in which we live, the social values of the younger generation, and their lifestyles, and based on this, it adapts to and refines the needs of the consumers and expresses itself in a globally unified fashion symbol. On this basis, the company responds to and refines consumers' needs and expresses itself with globally unified fashion symbols to design the iPod. Therefore, changing the effect of product appearance is only a part of the design work, and it is only by grasping the ever-changing consumer needs of the times and combining with the design concepts of extraordinary charisma that we can cause dramatic fluctuations in the value of products.
Industrial design is a strategic investment
Different industries, different stages of development of enterprises faced with different product design focus, but the value of industrial design has always been through the impact of the product itself carries the five elements. Therefore, industrial design has a significant impact on corporate marketing and branding, and companies should really take industrial design as a strategic investment.
In developed countries in Europe and the United States, the capital investment in industrial design generally accounted for 5% to 15% of the total output value, the high can account for 30% of the current year's output value, while the vast majority of Chinese home appliance enterprises industrial design capital investment is generally less than 1% of the total output value. Samsung spent hundreds of millions of dollars to improve the refrigerator, washing machine, cell phone and all the products of the appearance, touch and function, in the consumer clear what they need before the product, investigate what kind of products may sell. The effort has paid off: Samsung has grown from a maker of knockoffs in electronics and appliances to one of the world's top brands, thanks in large part to the company's focus on design.
Recently, Lenovo, which has a huge design center of its own, spent a lot of money on a forward-looking product design project with the US-based Ziba Industrial Design after its acquisition of IBM PCs, which also shows that some Chinese companies are getting rid of the old view that industrial design is only about the appearance of the product, and are starting to align themselves with the international community in terms of their strategic understanding of industrial design.