Years ago, whilst studying to be a designer I was asked what I wanted to be. I thought this was a strange question. Surely, as I was studying Industrial Design, I wanted to be a designer!
After much frustration and gesturing, I finally understood the question and so here I am asking you, “What do you want to be?”
But to save you the trouble of working out what it all means, I’ll explain it here.
Firstly, there are three types of innovation:
Sensual- concerning the senses, including how a product looks, sounds, feels or even tastes and smells.
Functional – How the user interacts with the product. This might include how easy it is to install or operate, or it might do something for the user that was not previously possible.
Technological – We are more familiar with this as it relates to the technology behind the product. If it is truly innovative then you will be able to protect it with a patent.
Every manufacturer will have their own strengths, and every brand will have their own associations. For example, Pepsi Cola is marketed on it’s flavour. It is very strong in the sensual arena. To have the most credibility in the market, Pepsi would be best to keep all future products in the same sensual area. Moving over to a functional product such as a bio yoghurt would be a very difficult and risky move, even if it is a growth market.
Technology does not sell! I appreciate that this statement might go slightly against the grain, but remember that you can not sell technological products purely for their technical brilliance. Technology must always be converted into an aesthetic or functional benefit for the user. For example, a Dyson vacuum cleaner has Dual Cyclone technology … Read More