iBusiness
Volume 5, Issue 3 (September 2013)
ISSN Print: 2150-4075 ISSN Online: 2150-4083
Google-based Impact Factor: 0.61 Citations
How Designed Communication Supports New Product & Service Development ()
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ABSTRACT
Design is communication. In a traditional sense of design theory this idea is based on a product related perspective, stating that good design must speak a language that is understood by the recipient. The aesthetics of the design catches his interest and opens his mind as a prerequisite for his willingness to enter into a dialogue. From symbols and images an argument is derived, rationally understandable, convincing and finally condensed in a message. This process is triggered by the product design. It communicates a value proposition for the recipient combined with a demand to buy the product it refers to. At the moment of the purchase decision a transformation takes place and the value proposition turns into a benefit, the design into the product utility and the recipient into a customer. It will be argued that this process retains its validity even if communication itself is considered as a product.
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