Features and Performance

Perhaps more than any other sector the consumer products industry like to flaunt their functions and product performance, so much so that sometimes it’s difficult to keep track. Why is that? We know what we want right?

While closely associated the function of a product is not the same as its purpose. Only by means of its functions can a product even fulfil its purpose.

Splitting hairs you say? In an age of increasing performance, features and functions, it is important to keep these things apart. A BIC lighter works to light things just as well as it functions as a bottle opener, the latter being a misappropriation of its purpose.

To achieve a good design, product functions must be accurately defined. Again, it is worthwhile to ask yourself what features consumers might expect. The required functions defined by consumers (asking them usually helps!) must then be strictly adhered too.

Moreover advertising has traditionally promoted many redundant features that are associated with the product concept, all under the banner of “the more the better”. This type of thinking is outdated and more often than not now the question is what functions can be omitted in order to increase the intrinsic value of the product. “Less is more” is the new rule here.


-> Back to overview

-> More information on the methodology behind the 24 design factors

Image source: Shutterstock, WILDDESIGN

The WILDCARDS and 24 design factors are copyrighted (Author Markus Wild , copyright number 1539098).


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