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THE PRODUCT VALUE ( DESIGN FACTOR 2/24)

USP, Positioning, Usage, Price

This second design factor is extremely subjective. How to make it more objective, and thus more manageable in the design process?

The easiest way to approach a product’s value is by asking yourself: What would I pay for this? What would it be worth to me? The reality is that the definition of an objective price is heavily influenced by subjective factors. This is the primary reason why pricing is such a difficult subject.

The USP (Unique Selling Point) is the overarching attempt to distinguish clearly an outstanding product feature from other competitors and thus to make the value of that product irresistible. Many of these strategies, but also a few little tricks are in the repertoire of the designer and can be used to control the product value.

However, it is not always advisable drive for the highest product value. The cost-benefit or cost - performance ratio is the right approach in finding the right balance. Fundamentally the simple act of considering the value of the product is the most important step in creating and influencing it.

 

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-> 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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