Designer conjures up images of a maverick yet highly

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designer conjures up images of a maverick yet highly creative artist who in his fits of imagination comes up with a hitherto not seen product. What is design without creativity in it? Indeed, designs are ‘creative’ in nature and they should be so.
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55 However, in an organisational context, the design should serve the organizational objectives while being creative. Since an organisation has a purpose, the product design should help to serve that larger purpose. Design starts with conceptualisation which has to have a basis. Providing value to the customer, the return on investment to the company and the competitiveness of the company should form the basis of the product design effort. What separates a product designer from a freelance artist is the former’s orientation towards these organisational objectives. A product’s design has tremendours impact on what materials and components would be used, which suppliers will be included, what machines or what type of processes will be used to manufacture it, where it will be stored, how it will be transported. Since a customer does not necessarily imply an already tied-up customer, but also a potential one, what and how will the general yet target customer community be informed depends upon what the design of the product is. For instance, a simple advertised, promoted and priced differently. Thus, marketing is also impacted by product de sign. A product design reflects a company’s overall strategy. Product development and design is primarily governed by management decisions with respect to quality and pricing policy. A development programme and a market survey can provide information as to market potentialities as well as functional, operational, dependability, and durability requirements and possibilities. Selection of the functional scope and application of standardization, simplification, and specialization principles are closely related to plant efficiency and to its net profit and must therefore be an integral part of management policy. The economics of a proposed new product or new model have to be analyzed in order to establish the market size that would justify production. Aesthetic considerations come normally at an advanced stage, but may sometimes be a dominant factor in design, especially with consumer goods. Finally, product development and design must be carried out with close liaison with the production departments, in order to ensure that the right materials and processes are utilized and that their implications are considered at a fairly early stage. 5.3.2 THE PRODUCT CHARACTERISTICS 5.3.2.1 Functional Aspect When the marketing possibilities have been explored, the functional scope of the product has to be carefully analyzed and properly defined. The definition of the objective itself rarely tells us very much about the functional scope envisaged. A washing machine, for example, has a clearly defined objective: to wash clothing.
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