5 symptoms to understand you are in need of a designer
In the last article we explained to you what a designer does and why you probably need it. Today we want to help you recognize the signs of the lack of a good professional in your business processes. Let’s go straight to the point
[TEST] How to recognize a lack of good design
Let yourself be guided in this simple guided exam to see if you have to rely or not on a professional product design. Read the symptoms carefully, ask yourself if you recognize them in your company and then go to the test results.
1) Your booth at the fair is always empty
Loneliness is a bad thing, especially when you’re at your booth 5 days in a row for 12 hours a day. If your location when you go to trade shows is less crowded than an ice cream shop in Iceland, if the only information they ask you are those to go to the bathroom, if at the last fair you went to you beat the new record of Candy Crush, well, you need a product designer. Obviously we are exaggerating, but the presence at the booth, interest and the number of contacts collected in a fair is a hint of how much your stand and your products are really relevant in the market: would you enter a restaurant where there is never anyone inside?
2) You are the first one who does not like your products
You stop to look at your products and you would like to be somewhere else: you recognize the aesthetic defects, functional limits and just don’t understand how such a product came to exist. Calm down, you’re not the only one. We found ourselves many times having to deal with customers who had denied their products and we must admit that projects full of ambitious challenges and great satisfactions always came to light: understanding (and criticizing) the original product is always an excellent start to develop effective concepts.
3) The best seller of your brand is still the same since 1976
This is a critical point. We do not want to convince you to say goodbye to you best seller: if it still sells well today it is probably a really good product. But if the top product looks like the day of its launch you should probably ask yourself a question or two: who rests on their laurels, in the fast-paced and cannibal market of today is bound to fail quickly. “Eternal” products are welcome, but all of them, even the best ones, can always be improved. Consumption, contexts, people’s behavior, materials and technologies are evolving: why shouldn’t your product evolve too?
4) Your competitors are stepping on your toes
Thank God there are competitors: they are the telltale presence of the limits of a brand or of a product, an inexhaustible mine of information and inspiration, the most immediate feedback to evaluate and adjust your strategies. Of course, when consumers start to favor other brands’ products that is where the problems begin: if the sales data of your brand have a negative sign and those of competitors have a nice “+” sign, stop and think about the need to review the design of your products. Copying and imitating is of no use, so we advise you to rely on a professional.
5) Your product range is a flea market
If your products seem to belong to companies and eras completely different between one another and the term “Design Language” has never entered your company dictionary, there is no doubt about it: you need a product designer. Looking for and applying a family feeling which is coherent and common to the various products of a range or a brand is a very important element for the success in the market. The strength of solid and recognizable brands also lies in their visual identity: a correct design language consolidates and gives consistency to the brand.
[RESULTS] Do you need a product designer?
We hope to have succeeded in making you reflect on the importance of integrating processes of product design into your business strategies.
Whatever your answers might be, we are sure that you too need to a good product designer. Product design is not an accessory to make more beautiful products, but a fundamental tool for creating competitive, distinctive and recognizable products and brands on the market.
We close the chapter with a gift: the ten principles of a good design, inspired by the lines guide by Dieter Rams, one of the most respected product designers in the world.
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