Industrial DesignEngineering
Product Design
Applications for rotational molding are being discovered everyday as molders, end users and designers creatively apply the benefits of the process to ever more challenging markets. The trend for these new applications is moving toward more demanding load bearing structures which are subjected to a wide range of environmental conditions. These more complex applications require careful considerations of load distribution and stress concentrations based on overall structural integrity. Consideration of environmental factors such as temperature, ultraviolet radiation and chemical exposure are critical to assure long term product performance in outdoor applications. Combinations of stress, temperature, and material degradation over extended periods of time present designers with an extremely challenging set of factors to analyze when designing rotationally molded products for the long term.
When engineers and rotational molders refer to design they are typically thinking about how the part will be molded or how it will perform after it is manufactured. Their concerns are typically focused on part geometry, material properties and other technical parameters.
Designers are always challenged by the limited physical properties of polyethylene resins when designing rotationally molded parts. The chemical structure of polyethylene is one of the reasons it behaves the way it does. Polyethylene’s structure is comprised of long linear chains of repeating carbon and hydrogen atoms that resemble strings of pearls.
Rotational molders are familiar with engineers and product designers, however many are unfamiliar with a segment of the design community referred to as industrial designers. Although the term industrial design may be unfamiliar to the majority of the population, the creative output from this group of professionals has a major impact on everyone’s daily lives and the world economy. Virtually every mass produced product ranging from automobiles to passenger jets to I-pods have been designed by an industrial designer. Industrial designers are responsible for adding value to products by creatively integrating technology with aesthetic and ergonomic considerations. Industrial designers bridge engineering considerations such as function, structural requirements and manufacturing with marketing requirements based on user needs.
I never overestimate what I know about rotational molding or underestimate its subtleties and their affects on product design. Although the process of rotational molding is appears simple conceptually, it is far from simple in practice. Optimization of numerous processing parameters, tool design and proper material selection present endless challenges to anyone attempting to mold quality parts. Although a designer isn’t required to understand the details of rotationally molding quality parts, I believe it is extremely beneficial to gain a clear understanding of the process. I urge designers to observe parts they have designed being molded for the first time. There is much to learn and you will gain a greater appreciation for the interrelationships between part design, tooling and the process.
I thought it would be appropriate to discuss how design can aid the rotational molding industry in attracting more OEMs to the benefits of this versatile manufacturing process. Typically the majority of molders and tool makers are introduced to OEMs after a design has been completed. Although this type of business growth is successfully attained with an aggressive sales and advertising campaign, it is reactive as opposed to proactive. In other words, growth is dependent upon the limited number of companies familiar with rotational molding and the designs they develop. However a proactive marketing strategy offers much more growth potential with significantly higher profits. This is because the potential customer base includes virtually any manufacturer and much less competition. The remainder of this editorial will discuss how design based marketing strategies can enable businesses such as yours to tap into this huge market potential.
Is good design important to your bottom line? Can it really increase sales and profitability or is just a luxury that is limited to large corporations? All of you already know the answers to these questions. You are living testaments to the simple truth that good design is inseparable with growth, sales and profitability. Every time any of us shops, we make decisions based on our individual perceptions of quality, aesthetics, function and value. A product’s design can be thought of as a symbol for a company and its values. In today’s impersonal internet based economy where billions of dollars are exchanged each day based on images and descriptions, perception is everything. There is no salesman to pitch a product. The product must speak to the buyer through its appearance by stimulating an emotional desire to be purchased. This magical connection can only be achieved with good design and marketing. There are countless products and companies who manufacture them, which have seamlessly integrated highly sophisticated marketing programs with design to maximize sales. Most of these companies have become household names as a result of their efforts. We know them as General Motors, Nabisco, Coca Cola, Shell, Rolex, Tiffany and Apple Computer. They have all benefited from industrial designers who understand the market and how the product should be designed for the targeted customer.
Beauty is in the eye of the beholder. We’ve all heard this age old adage from our earliest childhood memories. Beauty and taste govern most of our personal daily decisions in everything from choice of foods to selection of clothes, cars and furniture. Yet most of us never think of how these things were created, they were all designed! Imagine, every manmade item has been designed by someone. Each product has undergone a series of developmental iterations before finally reaching the marketplace. The final product represents someone’s idea of what is best for their customer. A few products become a major success while hundreds of others disappear shortly after they are introduced. Although purchasing decisions are made based on a number of factors, appearance influences one’s choice in virtually every situation.
Times are tough now and based on current forecasts, there doesn’t seem to be much improvement in the near future. The US federal stimulus package has done little to improve the economy and future spending plans combined with increased taxes will probably continue to dampen any quick economic rebound. So, what do you do when the US economy is in a slump and is being reengineered for socialism? You can stop working and live off the government or you can seek new business opportunities through innovation. Innovation leads to new products, new markets and increased sales.
If a survey were conducted amongst engineers and rotational molders requesting them to list the most important qualifications for a good designer, most would limit the list to technical knowledge. Few would include artistic skills, graphics, styling and marketing knowledge. Yet, when we become consumers looking for a TV, car, piece of furniture or any other personal item, how do we make our selection if price and performance are comparable? That’s right, by how the product looks! We look for a product that reflects our personal tastes and represents who we are. Products are designed with character, whether it is intentional or not. If a product looks cheap, it probably is. If a product is expensive, it is usually expensive for a reason.
Industrial Design