Essence of Product Design

Product design is a process applied intensively in projects aimed at product development. It includes a set of product properties, consisting of the characteristics of its main product structure, product functions, engineering requirements, production specifics, product identity, marketing strategy, economic parameters, etc., purposefully adapted, emphasizing and highlighting its purpose, value and benefits for the end customer. A process starting with the generation of ideas, their phased creation and development, leading to a potentially new product that a business seeks to offer in a specific market segment and aimed at a specific target group of customers. Product design is a combination of analysis, research, design and development, with the aim of directing and organizing a smooth transition to the product development process. It is also connected to other subsequent processes and phases of the product, of which it is an integral part, and as much as it depends on them, they depend on it – adaptation for production, implementation in production, commercialization, offering, etc. A process that identifies and solves problems, defines and develops ideas, creating potential and opportunities for product validation by the market and the customer. When it comes to creating products, this becomes an unavoidable process that distinguishes companies and brands – it gives them value and real advantages over competitors in the market. In order to understand the essence of product development, it is essential to first understand the process of product design, which will lead to an adequate product creation. There is no generally accepted definition, with full consensus, for product design that sufficiently reflects the breadth of the topic, but there are two dependencies that cover a large part of the basic meaning of this phenomenon. The first definition categorically defines product design as a noun referring to the physical aspects of the product. Following this logic, it is possible that it includes a combination of a set of physical properties and features of the product, consisting of discrete characteristics of function, ergonomics and “styling” (visual characteristics) of the form. The so-called purposeful and adequate aesthetics of the physical product, united with the other characteristics and fully integrated into the product, emphasizing and bringing to the fore its functionality and purpose. Of course, at the foundation of product design are rooted unavoidable rules, the original source of which is industrial design, the main one being: “Form follows function.” The second definition, which is decisive for product design and its relationship with the specific product, refers to a more detailed look at its process and its key role, realizing the meaning of the sequence that is generated by its main stages and their substages. This is a real prerequisite for the project to approach the basic characteristics of development and the potential to reach a possible product that can be offered to the market and customers. Product design gradually grows into product development, successively climbing each next step of the product’s creation and development, grading the processes with the following hierarchical sequence: “industrial design – product design – product development”. Thus, it becomes a cornerstone and starting point of product development, but at the same time a transition between it and industrial design – a process for designing products, with the corresponding skills, methodology and approach in building the main product structure.

“Most people make the mistake of thinking design is what it looks like. People think it’s this veneer – that the designers are handed this box and told, “Make it look good!” That’s not what we think design is. It’s not just what it looks like and feels like. Design is how it works. 

“Design” is a funny word. Some people think design means how it looks. But of course, if you dig deeper, it’s really how it works. The design of the Mac wasn’t what it looked like, although that was part of it. Primarily, it was how it worked. To design something really well, you have to get it. You have to really grok what it’s all about. It takes a passionate commitment to really thoroughly understand something, chew it up, not just quickly swallow it. Most people don’t take the time to do that.” – Steve Jobs

The article is part of a larger topic – “Product Design – The World of Physical Products”, which you can read HERE.