We are much more emotionally attached to products for which we feel some involvement. So true personalization and customization makes a real difference. Once we have some commitment and involvement, it is ours forever. But, as I point out in the epilogue, just changing the color or other minor details will not be sufficient. The person has to make a real investment – they have to “own” the changes.
We have a much greater emotional attachment to products that we carry with us at all times than to massive, complex things that sit on our desk. Actually, we do have an emotional attachment to those big desktop computers, except the attachment for many people is negative – frustration, and irritation.
It is much easier to give rules for the design of usable products than for the design of pleasurable products. Designing pleasurable, enjoyable products is hard. That’s why it is a wonderful challenge – and so much fun.
ROI and other economic measures are essential for the designer to understand. If a product is unsuccessful, or if the economics are so bad that no company will make it, then it doesn’t matter how well it is designed – nobody will ever use it. Artists can ignore the business side of their work. Product designers cannot – a successful product must have successful business model. So, in my design courses, I teach net present value (NPV), ROI, and the essence of a good cost model (including labor, overhead, profit margins, shipping, advertising, returns, and distribution channels – and their markups.). The designer who ignores this aspect of the business will fail.
Charlotte
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