Design Thinking

Chapter 21Drivers of Diversity in Consumers' Aesthetic Response to Product Design

Adèle Gruen

Introduction

When asking around what people think the main difference between art and product design is, one answer that you will often come across is that design is an activity with a purpose, and the purpose of a product is to be used. This basic idea has paved the way to the movement of user centered design, which invites product developers to reflect on who will be using their creation, how will they use it, for what purpose, when, and with whom. Designers are expected to think of how to create positive experiences between the user and the product, not just how to create beautiful products. User knowledge has thus become central in the process of product development. In the field of marketing research, academics have been studying consumers (i.e., product users) for more than a century. Looking at research developments in this discipline is interesting for product developers, as they will find theories, tools, and examples on the understanding of consumer behavior. Looking in the direction of marketing academic research can benefit not only designers, but also design managers, product developers, product managers, or anyone who wants to develop a product for a targeted consumer!

Design thinking theorists encourage new product developers to be concerned about and to focus on user experience. A great part of that experience depends on the aesthetics of the product. Aesthetic considerations ...