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Rotational Molding in Structures

Wed, 30 Jun 2010 21:48:38 -0700

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.

Unfortunately data for commodity materials like polyethylene which is the primary material of choice for rotational molding, is severely limited. Commercially available data pertaining to the affects of UV on impact strength or tensile strength is non-existent for polyethylene. Material degradation caused by extended exposure to common harsh chemicals is also not commercially available. Most importantly, there is little to no data available for the affects of temperature on tensile strength or modulus. Some material suppliers like Exxon have taken steps to develop more useful engineering data for their polyethylene resins. During this year’s SPE ANTEC conference I was recently informed by an Exxon marketing manager that they have recently generated more comprehensive stress-strain data for some of their resins. Although this is a step in the right direction, they have limited the distribution of this information to their molder customers because they believe the information is too valuable to hand out to the general public. I was very surprised and amused by this short sighted thinking since most molders don’t care about stress strain curves and wouldn’t know what to do with them anyway. Engineers and designers specify resins. These are the individuals who will indirectly benefit resin manufacturers willing to invest time and money generating such data.

Generating material data is expensive, time consuming and potentially risky for material suppliers. However, such information is readily available to the general public for so called engineering resins like polycarbonate, acetal, nylons, PBT and dozens of others. These resins command premium prices and generate higher profits for the suppliers. They are specified by engineers specifically because they can be verified to comply with performance requirements stipulated in product specifications based on available published performance data.

Virtually every rotational molding application could either be improved or optimized by matching material properties to specific performance expectations. The challenges for designers and engineers are to identify the critical environmental factors affecting product performance. This information must then be properly analyzed based on a specific design and material, then verified to comply product specifications. Today’s CAD and computer technology provide designers with the tools to perform sophisticated structural analyses that could only be simulated by university PHD’s a few years ago. However, the age old adage “garbage in, garbage out” still applies. The results are only as good as the information and assumptions.

If the rotational molding industry is to make any significant improvements within established markets like tanks, pallets, or kayaks, or penetrate new markets in transportation, underground water structures etc, everyone in the industry must elevate the standards to higher levels. Designers must continually improve their skills and expand their knowledge base to deliver more sophisticated products. Material suppliers must provide more a more diverse resin portfolio with reliable and meaningful data which will ultimately expand their markets and sales. Manufacturers should improve their quality productivity and services to help the industry continue to expand into new untapped markets.

Color and Graphic Design

Sat, 26 Jun 2010 00:48:04 -0700

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.

However most consumers and managers are usually influenced by how the product looks. The subtle engineering and complex performance issues usually go unnoticed and have little affect on customer satisfaction or their influence on purchasing. Color and graphics does have a major affect product identity, customer reaction and overall general impression.

Color selection, surface finish and graphics can be as important to a product’s design as its performance. Bright primary colors such as red, yellow or blue for example will impart boldness, youthfulness and playfulness to a product. Subtle colors such as off whites, shades of grey, pastels and beige on the other hand will impart a more serious overtone to a product. Use of different colors within the same product will add still another dimension to the overall design and product identity. Eye catching product designs often make use of bright color highlights applied to key product areas. These sections are often defined by different parts that are distinguished by an interesting separating curve or sculpted form.

Creating these color breaks requires a good sense of proportion and artistic skill. The proportion of the highlight color to overall main color must be carefully balanced so as to create a visual tension. Complementary colors will create more contrast and a more emphatic statement than harmonious colors. Interesting color combinations are also achieved when bright highlight colors are placed adjacent to somewhat neutral grays, blacks and off-whites. Examples of such color combinations are attained when a predominantly black product is highlighted with a small bright eye popping red part or section. A large cool light gray surface can be made interesting when a small section of a complimentary orange yellow or warm green is added to a minor detail.

Color choices are often defined by four parameters:

Contrast of hue – is the defined by the undiluted color such as red, blue or yellow etc.
Light-dark contrast- is defined by the color’s shade toward the white or black end of the grey scale.
Cold-warm contrast – cold and warm tonal values are dependent upon the amount of blue or red added to a base pigment.
Complimentary contrast – Complimentary colors are red and green, blue and orange and yellow and purple.

Fortunately color specification has been standardized and made universal to a great extent by referring to PMS colors published by Pantone. Although the Pantone color chart does not represent all the possible colors, it does simplify color specifications and mixtures by offering a color chart designated by numbers and letters.

Additional interest is attained when graphics is applied to surfaces to enhance a shape, convey an impression or simply display important information. Great advancements in applying graphics to rotationally molded products have been made in the last twenty years by companies such as Mold in Graphics and others which offer a broad line of graphic materials. Product branding has become a very important part of many rotationally molded products as a result of these vast improvements in graphic technologies.

This brief discussion of colors and graphics was shared with you as part of my ongoing effort to share the many factors associated with product design. Color and graphics should be thought of an integral part of product design. In addition to marketing benefits, color selection will affect molding, tolerances, safety and long term out door performance. Next time you select a color, remember its affect on the user and your product image.

Accounting for long term Structural Integrity in Rotationally Molded Parts

Fri, 25 Jun 2010 12:22:58 -0700

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.

These long molecular strings tend to slip over each other with relative ease when compared to other engineering resins which have bulkier chemical structures. This stringy composition of molecules accounts for the resin’s relatively low heat distortion temperature, tensile strength and tensile modulus. When these properties are examined together over an extended period of time the resulting change is referred to as creep. Creep is the physical distortion and change in tensile modulus over time. The rate of change is exponential, occurring extremely fast at the beginning and gradually decreasing with time. The long time required to measure creep is the reason polyethylene resin manufacturers don’t offer it in their properties data sheets. Testing is expensive and time consuming. Despite the lack of published data, creep cannot be ignored during the design process.

By now you may be asking yourself, “How does creep affect product design?”. Let’s cite a few examples where creep can have a major affect on a product performance resulting in long term failure. The first example is fastening two parts together with a bolt. When a bolt is tightened to a specific torque, a compressive load is transferred to the plastic under the head. The plastic is thus subjected to stresses at a specific temperature for an indefinite period of time. Now let’s assume the part was assembled at room temperature (20 degrees C, 68 degrees F) and later subjected to a continuous operating temperature of 45 degrees C ( 113 degrees F). The modulus at the elevated temperature will be lower and the plastic will tend to cold flow until it reaches a point of equilibrium. As the material flows, the force under the bolt head will decrease, lowering torque and causing the assembly to loosen. If the application is critical, parts could eventually disassemble and fail. Unfortunately these problems are not encountered until many units are sold.

Let’s now consider a pallet which must stack one upon another under a static load in a warehouse. If each pallet is fully loaded, and stacked 8 high, the bottom pallet will experience the total load of all the pallets above it. If the phenomenon of creep is ignored, the bottom pallet could permanently distort over an extended period of time causing premature failure. Factors of temperature and stress within the pallet under these conditions must be accounted for. Again these problems will not be observed immediately and are typically realized after hundreds or thousands of units are sold.

How does one predict the long term behavior of a rotationally molded part if the data does not exist? The first method is to perform a finite element analysis on the part based on the loads and flexural modulus at the operating temperature. The second is to conduct long term testing. Obviously the former method is less costly, faster and more risky. Typically a combination of both methods would provide the most cost affective and lowest risk method of verification.

In closing, creep is a complex phenomenon which is difficult to predict and often ignored. However, as technological advances in computer modeling and analysis improve; long term performance can be estimated with greater certainty. There is no substitute for good testing however. Every product should be adequately tested under simulated operating conditions to verify long term performance.

Industrial Design & Rotational Molding

Wed, 23 Jun 2010 22:55:34 -0700

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.

Most products can benefit from industrial designers, since the design methodology is quite different from that of an engineer or product designer. Classic design engineering problem solving methods are based on a series of logically progressive development steps exclusively based on functional requirements. Designs are often evolved from the inside to the outside. The end result is often a product that works but may not be appealing to the end user because of its poor appearance, lack of comfort, safety, or size. Industrial designers on the other hand are not as focused on the functional requirements as engineers. Their focus is the user and purpose of the product within its intended application. This approach to design includes a much broader set of criteria and most often a very different order of priors for design specifications, resulting in vastly different design solutions. Successful industrial design solutions typically integrate functional requirements with the bigger picture of how the product will be perceived and used by the end user.

This delicate balance of design criteria can be quite difficult and is often over simplified by most manufacturers. All too frequently critical design considerations are omitted or improperly prioritized resulting in serious problems after the product has been sold. It is essential to include every factor that may influence a product’s design at the beginning of its development process to maximize its chances of market success. Well trained industrial designers can provide a development team with insight as well as creative solutions. Frequently creative design solutions will eliminate complex problems at the source by replacing the root cause of the problem with a much better alternative.

Successful products are often associated with attractive appearance and quality. I don’t know anyone who shows off a cheap plastic watch or a flimsy piece of low cost furniture. This innate sense of value is shared by everyone and is a basic part of the human psyche. Whether you’re purchasing a car for yourself or 5000 kayaks for your company, your purchasing decisions will be based on one thing, value. Value is your perception of cost versus benefits and is directly associated with profit. Because value is based on perception, it can be manipulated with good design and marketing. Quality design can actually increase a product’s value by changing one’s desire for a product. Although the actual production cost may not be any greater than another product, a more desirable product will command a higher price. This is known as product branding and is strategic to such companies as Nike, Sony, Rolex, BMW, and thousands of other companies who are extremely aware of image.

Next time you are involved in developing a new product try to remember a few of these facts and contact an industrial designer for some input. You may discover that the dynamics of your entire product development process may take a totally different path, concluding with some surprising results. You may find yourself expanding into new markets, increasing your profits or selling much more product. Remember that products sell because of their value which is based on a balance of need, quality and price. As you increase value, you will increase your profits and sales. Value is directly influenced by design.

Understanding the interrelationships between Design and Rotational Molding

Tue, 22 Jun 2010 14:25:48 -0700

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.

Recently I had the opportunity to see a product I designed being trail molded at a reputable molder. Although I’ve visited many rotational molders, I’ve never seen a facility like this one. It was very large, well organized and impressively laid out. During the molding trial I carefully observed how the mold was being handled and how inserts were installed. I witnessed the process of removing the part from the mold and how my provisions for draft aided in part removal. Examination of the physical mold with its steel frame, clamps and removable inserts improved my understanding of part design and its affect on tooling. During the molding process I was trying to distinguish the boundaries between part design, tool construction and processing in regards to overall part quality. It became very apparent that processing and resin selection play a major role in final part quality. It is therefore extremely important to provide molders with a well designed part to maximize their chances of consistently molding quality parts.

My numerous experiences during mold trials continually remind me of how important our roles as designers are to the successful production of a finished product. Although most of us are not at the press molding the parts we designed, our choice of resin, overall product shape and more importantly part details have a major impact on production. If we keep an open mind to design improvements and are curious about the subtitles of the rotational molding process, our designs will only improve. I find myself continually asking questions to shop floor workers, plant managers, as well as the owners of molding operations about how they perform specific tasks. All this knowledge aids me in designing the next product. I urge all designers to look at other products and ask those involved in their development to explain the product to you. This is how you will learn to improve yourself and the next product you design.

Remember product design is an endless journey throughout which we are seeking a better way to design an existing product or introduce a totally new product. These achievements can only be successfully attained by applying our imaginations to a vast knowledge base which has been amassed by asking questions, observing and most importantly being curious. So next time you have an opportunity to see your product being molded, seize it!

OEM’s

Sun, 20 Jun 2010 17:15:37 -0700

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.

The concept for a proactive marketing strategy is quite simple. It is based on a few fundamental requirements listed below:

Assess the advantages of your companies strengths and benefits of the rotational molding process
Identify existing or emerging markets which have traditionally been based on other manufacturing processes.
Understand the market, products, regulatory requirements and companies
Develop designs based on rotational molding that can cost effectively replace those processes with a better alternative.
Prepare convincing presentations which offer viable design alternatives and realistic cost/benefits comparisons based on rotational molding.
Don’t limit designs exclusively to rotational molding. Offer other materials and processes to complex assemblies if they are more suitable to the application.

Although some molders have successfully implemented such strategies based on these principles, most have not. Most molders are not properly staffed to assemble a convincing presentation. Programs such as this require careful long term planning and a commitment to market penetration. Even when molders have in-house designers, it is difficult for them to maintain an impartial overview of their sales pitch. Frequently molders tend to ignore true costs and advantages of combined alternative manufacturing methods, which lead to embarrassing surprises during a presentation.

If molders can partner with outside reliable design resources, it will afford them an opportunity to formulate a cost effective well balanced presentation. Most independent design firms have extensive experience in numerous markets and manufacturing processes. This broad knowledge base enables them to develop rotationally molded design concepts which are advantageous to existing processes. In addition, independent design firms also understand the product and application. Molders tend to limit their thinking to molded parts as opposed to the product and its intended use. This critical distinction between product designers and molders is essential in developing a convincing presentation which would cause an OEM to change to rotational molding.

A good design firm will also include staff which can develop attractive concept renditions and professional graphics for a slick presentation. Convincing cost data for tooling and parts in addition to attractive overall exploded views are essential for most complicated multipart products. Other factors that are typically of interest to most OEMs include regulatory requirements, color, load bearing capabilities and quality.

When selecting markets, molders should look into those applications where the benefits of rotational molding are most significant. Those advantages typically include production of large complex parts with low cost tooling. These distinctive characteristics are most attractive when applications include large complex assemblies with high labor content. If rotationally molded design concepts illustrate aesthetically improved alternatives at much lower total cost and with better performance, the presentation will be very convincing.

Next time your company conducts a long term sales planning meeting, think of partnering with a good independent design firm to implement a presentation such as the one suggested in this editorial. All of the progressive and highly successful molders in the industry are already familiar with these concepts. Their growth and success is based on these principles which should be more widely recognized by the rest of the molding community.

Industrial Design & Marketing Synergy

Fri, 11 Jun 2010 10:41:53 -0700

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.

The success of a company’s product launch is highly dependent upon the interrelationship between industrial design and market strategy. Market planning defines product features, selling price, appearance, forecasted sales, introduction date and many other factors affecting those magical qualities that will entice a potential buyer. These abstract parameters must be creatively interpreted into a physical product that can be easily manufactured by a design team. World class product design requires exceptional imagination, extensive technical knowledge and extraordinary artistry to intelligently weave these desires into a functional product. This is typically initiated by industrial designers.

Marketing and industrial design are inseparably integrated at the genesis of a product development project. Industrial designers are the craftsmen who create the initial design concepts for a new product. They must add that magical quality to a product’s appearance and architecture which attracts buyers. This attraction is difficult to describe, but it is present in all products which have become icons throughout the world. The image must be socially relevant to the society and market for which it is intended. That image must be reinforced with the advertising, photography and personalities promoting the product. This is how marketing and design can synergistically propel a product launch to stratospheric heights. Good design must properly express a product with an appropriate character for its intended user. For example, a power tool should project an image of ruggedness, masculinity, quality and versatility. Simple geometric forms, primary colors, tight seams and bold proportions will project these images to a customer. Conversely, organic shapes with flowing surfaces, pastel colors, smooth surfaces and softer materials will project a more feminine quality to a product. Imagine how well a pale pink, soft shaped circular power saw would sell at Home Depot!

So the next time you’re thinking of introducing a new product think of how you can integrate design into your marketing strategy to attain that synergy for success. Define your objectives, focus on your customers needs and consider retaining the services of an industrial design firm to translate these product requirements into your next success story.

Good Looks

Thu, 10 Jun 2010 15:03:35 -0700

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.

Good looks are vital for attracting customers to your product, especially if the market is saturated with many alternative choices. The question is what makes a product look good and what is be best design for a particular product to maximize sales? Although books have been written on this subject, I would like to answer this question with some basic guidelines. Although there are many factors that influence appearance, they can be summarized in the list below:

Major Factors:

Overall form
Proportion
Color
Composition

Secondary Factors

Graphics
Feature details
Texture
Materials

The major factors of form and proportion provide a product with its character and general impression to a perspective customer. If the overall form is not clearly defined, the product will look overlay complicated, sloppy, and incomprehensible. Products such as these are often referred to as mechanical, functional or practical. If the form is well defined and the proportions of its major features are poorly allocated, the product will look silly, cheap, or unsafe. Proportion and form must be artfully applied to a specific product based on the application. For example farm equipment must project an image of durability, safety, easy maintenance, long life, and quality. These characteristics are typically expressed with masculine bold geometric forms versus softer organic forms. Features within the product should be balanced to visually segment the overall shape into smaller elements which are properly proportioned. A good analogy would be the comparison of a 6’ 4” body builder to a 350 lb. 5’3” man. Choice of colors can also reinforce or diminish the desired image. For example specifying a pastel pink for the main color of the farm equipment just described would project an image of irony versus agricultural use.

Secondary factors such as graphics, details, textures and materials also have a major affect on the overall product appearance. Application of well designed graphics can impart a powerful image to an otherwise generic shape. This point can be effectively made by referring to water tanks which are all basically cylindrical in shape. Application of well designed graphics will reinforce product branding and contribute to product differentiation. Choice of textures could have a major effect on smaller products which are frequently touched and handled. Creative application of textures could alter the perception of a product. Glossy surfaces juxtaposed with heavy stippled areas could provide an interesting pattern on an otherwise bland surface.

These design highlights have been discussed to communicate the powerful influence aesthetics can have on a product and more importantly its perception to the consumer. Good design is essential for all products. Next time you make a purchase take a moment and think about why you made that selection.

Design

Mon, 31 May 2010 08:39:40 -0700

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.

Innovation starts with an idea which is developed through design into product. Good design is essential for any innovative idea to be successfully introduced into the market place. Now is the time for rotational molders and individuals in the industry to apply their creativity, marketing knowhow and technical expertise to expand into new markets. During an economic downturn, opportunities for cost reduction, parts consolidation, improving product performance and improving product value are foremost in most people’s minds.

For the past fifteen years I have been writing and speaking about the importance of good design. The return on investment for a well designed product cannot be underestimated. The best state of the art molding equipment, excellent resins, highest quality molds and a top notch staff of employees cannot yield a good product without a good design. During times like these, molders, inventors, entrepreneurs and business men should assess market opportunities that could benefit from rotational molding. Businessmen should collaborate with creative designers to brainstorm new product ideas ideally suited to rotational molding. Despite the current slump, people are still buying furniture, trucks, and recreational products, etc. and trying to save money. Opportunities for innovative products that provide value to the customer exist in all these market areas as well as many others.

Well designed products provide a balance of low cost, functionality, attractive appearance, quality and satisfaction to the buyer. Good designers that understand the market requirements, manufacturing process and functional requirements for a product can readily provide successful design solutions for any viable application. Application of aesthetic considerations such as form, proportion, color and graphics will impart consumer desirability to the product. When these factors are creatively integrated with functional considerations such as structural and mechanical requirements, the product is manufactured with market appeal.

Good product design should be appreciated and valued as much as any other investment. Unfortunately the majority of OEM’s and molders investing in rotationally molded products continually undervalue the importance of good design. The exceptions to this prevalent thinking have benefited with higher profits, higher growth and improved stability in economic downturns. Good design must be fully integrated with manufacturing, marketing and corporate culture. It should always be included as part of the overall investment in any product and amortized over its sales during a given period of time. One should never forget that design does affect sales, quality, productivity and profits. These factors can be easily quantified to determine a reasonable investment for any given application. If you want to be a market leader and improve your profits, talk to a good designer before you attempt to manufacture your next product.

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Marketing & Design

Tue, 18 May 2010 11:39:00 -0700

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.

Consumers are attracted to products based on appearance and frequently make their purchasing decisions accordingly. How many of you have purchased a power hand tool and made your decision based on how rugged the tool looked? When you purchase a car, do you care about the finite element analysis results of the dashboard? Do you care about the density of the seat cushion? Do you care about the alloy composition of the chassis? The answer is no. You can’t possibly comprehend all the information, even if it were available. What you care about is the appearance, cost, ride, reliability and other factors which are dictated by design.

Unfortunately most rotational molders haven’t learned how to include design as an effective marketing tool when they interact with their customers. They often focus their attention on the practical aspects of their business which includes cost, production and delivery. Molders fail to realize that better designed products typically demand higher prices, greater sales and improved profits. These benefits are typically transferred to the molders who can sell their products at a higher price and profit. Some progressive molders are beginning to understand this symbiotic relationship and have included designers in their strategy of building long lasting relationships with key clients. These molders are forging partnerships with their customers by sharing in the development of key products, making it virtually impossible for their competitors to effectively compete.

Specifically how does design influence product marketing? Product design typically accounts for marketing considerations such as appearance, color, graphics, user interface, quality, reliability and safety, as well as the overall embodiment (concept) of the product itself. The last factor is often underestimated or overlooked by most people. It pertains to the overall architecture of the product and how it is presented to the consumer. A good example is a vacuum cleaner, which comes in all sizes, orientations and shapes. Vacuum cleaners are classified as uprights and canisters. Within each classification, there are dozens of styles, shapes and levels of quality. These varieties have emerged based on a combination of innovation, customer need and technological advances. The Dyson vacuum cleaner is an excellent example of how an innovative design concept made it’s inventor a billionaire by literally turning an otherwise mundane industry on its head. Other examples include products like roller blades which evolved from roller skates, rotationally molded kayaks which evolved from traditional construction methods and playground equipment which was traditionally constructed from wood or steel.

The product concept is critical to the market to which it is targeted. If the basic concept is ill conceived, the product is destined for failure, no matter what price it has. Good design requires a careful examination of marketing considerations. Designers who typically specialize bridging marketing and engineering disciplines are called industrial designers. They are taught to think in a multidisciplinary manner and provide solutions by creatively interpreting a wide range of factors that will affect the overall outcome of a design. Typically industrial designers think of the end user and those factors which will influence that person’s purchasing decisions. These considerations must be consistent with marketing requirements as well as engineering and manufacturing concerns. Marketing requirements can be subtle or obvious. They can be practical or frivolous. The important fact is that the product’s design is consistent with the marketing strategy. If the two are not properly integrated, the product will not sell. Examples of such issues other then appearance include cost, quality, number of parts, shipping, ease of assembly, performance, color, branding etc.

Next time you are involved in the development of a product as an OEM or as a molder, consider partnering with an industrial designer. A qualified individual or firm will provide you with design solutions that include marketing as well as engineering parameters. The results should provide you with the competitive advantage you need to successfully grow you business.

Looking Good- It’s All About Form and Proportions

Mon, 10 May 2010 01:00:00 -0700

Have you ever wondered why some things strike you as beautiful and others look really bad? Next time you go shopping for a car, furniture, jewelry, a vacuum cleaner or whatever new gadget you must own, ask yourself this question and take a close look at your new purchase. Look at their overall shape and notice proportions of various features within the product. Although all humans share a common fundamental sense of what is proportionally correct, the precise balance between what is visually appealing or unappealing will vary according to a number of factors. The Greeks tried to define beauty based on the ratio of 1 : 1.618 established by the mathematician Euclid of Alexandria in 300 BC. This ratio influenced all Greek architecture including the Parthenon as well as classical paintings, furniture and sculptures for more than two millennium. Even today contemporary buildings, graphic layouts and products are still based on this ratio.

The majority of modern architecture, product design and graphic design have evolved beyond rigidly defined formulaic principles. Today proportions are more varied and applied to designs with a freer, more experimental approach. Regardless of the designer’s principles, proportions must be considered and controlled in the design development. If proportions are ignored a product could unintentionally look childish, too fragile, too massive or simply unstable. To clarify this point let’s examine a product that is easily visualized by all of us, the chair. If a chair is designed with a paper thin seat, massive conical legs and a very tall back support, it might look very unique but appear ridiculous or even hideous. A floor shop vacuum cleaner could be designed with four basketball sized casters and a coffee can sized canister. These proportions would not only make it look ridiculous but also impractical to use.

These examples are obviously extreme application of inappropriate proportions. More often, designers who have a limited understanding of aesthetics tend to approach these extremes by applying massive radii to every edge of a product or including an oversized curve to a surface which begins to make their design look more like a child’s toy than a quality durable product. Skillful control of proportions and overall form can convey a character and intended use within a product. For example, a rotationally molded transport case with large rounded external corners and well proportioned ribs along exterior surfaces will project a more rugged look than a case with sharp external edges and no ribbing. Conversely a rotationally molded medical cart would look much more elegant with restrained curved surfaces and small external radii versus a rectangular shape with large edge radii and ribs like those of the transport case.

Proportions should not only affect molded features but also use of colors, textures, labels, graphics and hardware. Some products may warrant proportionally large bold molded in graphics to create excitement or make a statement such as a sporting good. On the other hand, a food cart would be more suitably branded with a subtle recessed embossed logo or small brightly colored label bearing the company name. Application of various colors to a product will often add visual appeal to the overall design. However if yellow and grey are applied to a rotationally molded floor cleaner in equal proportions, the product could begin to resemble a giant bumblebee. Conversely a predominantly light grey floor cleaner with a few bright yellow details would be more visually appealing and less aggressive.

I hope this brief introduction to proportion will inspire you to take a more critical look at the things around you with the intent to understand how it was applied to create the image you have reacted to. Good designs are skillfully created with specific intent by designers who understand human emotions as well as the products they will ultimately use.

Design-Invention

Sat, 01 May 2010 11:23:00 -0700

Now we will see how man has conceived designs to perform a certain function or fulfill a specific need based on a completely original idea. These designs are called inventions.

I thought it would be important to discuss design and invention since our lives are completely affected these creations.

Although all designs are not inventions, all inventions must be designed to evolve into functional products.

Early Inventions - Weapons

Our ancestors invented products tens of thousands of years before recorded history.

Early inventions were primarily created for one purpose………. Killing and hunting.

Invention - Leonardo

Even one of histories most famous inventors, Leonardo da Vinci’s primary interest was in weapons and military machinery.

He invented everything from tanks, to machineguns, to giant crossbows.

Invention

However the majority of military and non military inventions have improved society and our standard of living. The helicopter for example has saved countless lives . Television has transformed our society with entertainment, news and education. Even novel inventions ranging from bras to bird cages have contributed to commerce and business.

On the other hand some inventions that fill the patent office may never see the light of day for some odd reason.

All these products were conceived or designed by someone.

Best Design — Nature

Tue, 20 Apr 2010 06:26:00 -0700

The best example of this is nature itself.

Since the dawn of man, nature has provided the inspiration and plans for design. Natural selection by its very fundamentals is the arbiter of good design. Well designed species survive and the obsolete ones die out. Man learns from nature through observation and imitation. Let’s take a brief look at some examples:

Our first example is the nautilus. Upon our first observation our initial perception might be this is a shelled creature with some octopus like creature stuffed inside. It looks interesting and not much more is noticed.

However, if we section the shell and look within, we see a beautifully proportioned series of chambers which appear to follow a definite pattern. This pattern happens to be found throughout nature, it is described by a mathematical formula defined by its creator, Leonardo Fibonacci in 1202.

It is a deceptively simple formula based on a series numbers which are expanded by adding two numbers within the series to get the next and repeating sequence for every number which follows.

For example

2+4=6, 4+6=10, 6+10=16, 10+16=26 etc.

A mathematical series such as this establishes a rhythm, proportion and harmony which is inherent in human nature.

Beauty-Proportion, Form, Design

If the same shell is sliced again, it attains another level of beauty and elegance. The overall shape, proportions and design will rival any manmade object.

Contemporary Mosaic

When the proportion is applied to an object such as this tile mosaic, patterns emerge which are consistent with our senses of what is attractive. This pattern happens to express a dynamic flowing form intersected by a similar but complimentary angular form. The proportions of each follow the same rhythm defined by the Fibonacci series which was derived by observing nature.

Architecture

The influence of nature on design is not limited to simple 2 dimensional decorative designs, they it can also be applied to large scale complex 3 dimensional projects such as these architectural examples.

Close Observation, Sunflower

Another example of design in nature is the sunflower seed. Here again, we see an example of the patterns, rhythms and proportion found in nature which is imitated in design.

Artistic Patterns, Ancient Roman Tiles/Contemporary Art

The mosaic on the left was designed more than 2000 years ago and the one on the right is a recently generated computer graphic.

Analysis, Bone Structure

Bones are a great example of outstanding structural composite design. The high density solid hard outer shell is filled with an inner lower density core. The inner core is oriented to maximize strength in the areas of highest stress.

Giant Stadiums (Miller Park)

Similar concepts of maximizing strength and minimizing weight have been imitated by structural engineers in colossal architectural construction projects like this giant Miller Stadium dome. The arced free spanning roof was designed with minimum weight and maximum strength by hollowing beams with trusses.

Cross Section of Bone

Upon close examination of inner bone tissue, one might not be able to distinguish it from its synthetic imitator, structural foam. The principles and benefits of the structural foam engineering plastics are based on the same ones found in natural bone morphology.

Simply Design

Tue, 06 Apr 2010 07:51:00 -0700

Design is very special to me and is central to my life. I will attempt to share many aspects of design with you which include

Design in Nature
Invention Design
Decorative Design
Fashion Design
Technical & Engineering Design

I would also like to discuss the design process by highlighting the steps required to develop a successful product. I thought I would also be appropriate to address some of the possible reasons for a general apathy for good design within the rotational molding industry. My objectives are to enlighten you about good design and its benefits to industry, profits and society.

Let’s begin with the meaning of the word DESIGN

What does it mean?
According to Webster’s dictionary, the word means – to create, fashion, or construct according to plan Or to conceive and plan out in the mind / to devise for a specific function. The key words in these definitions are create, plan and function.

Each one of these words is essential to the design process. Without any one of them design ideas cannot be conceived, communicated or have any utility.
All designers possess these skills to varying degrees and it’s these talents which distinguish average designers from great ones. It’s also these traits that attract designers toward the decorative or functional ends of the design profession.

Where it Begins

Let’s talk about the design process from the beginning. Although the process is initiated many different ways, it always originates from the spark of an idea which is synthesized in the mind. Your mind.

Everyone thinks the design process begins with a blank piece of paper. This is not really true. Actually a blank piece of paper is the best place to start designing something. Everyone has some preconception and it’s this preconception which must be removed to begin the design process with fresh insight. This is the first step in the creative process which is the most fascinating and mysterious part of design. Preconceptions introduce assumptions which can ultimately truncate potentially innovative design solutions.
Throughout the ages thousands of books have been written about the subject of creativity. Countless numbers of authors have attempted to understand how it works and how it can be improved. A matter of fact, today there are many so called experts who make a living extolling their unique method for maximizing the creative process.

Imagination

My opinion is that some of us are blessed with an exceptionally creative mind which can be nurtured to be inventive and highly productive. The majority simply follows in the creative wake initiated by the few. Although creativity can be improved, developed and enhanced, I don’t think it can be taught.

Creativity is a mysterious and usually unpredictably spontaneous process which requires stimulation.

That stimulation usually comes from one’s surroundings.

It also requires careful observation and the ability to make associations between apparently unrelated objects or events.

The Plan

After a concept has been created, it must developed and refined. During this process the abstract idea within the mind is transformed into a physical object by developing a plan. Planning requires organizational skills and knowledge. Creativity alone will not necessarily yield good designs. Plans are required to develop and evolve an idea into a viable and useful product. Plans can range from an informal sketch or simple model to very complex detailed drawings.

End Result — Information

Most laymen associate design with CAD drawings or the blueprints. These only represent a small fraction of the total picture. Design is primarily planning and thinking. Planning includes consideration of material properties, user needs, the environment of use, the application and hundreds of other factors. These considerations will have a profound effect on the performance and success of the final product.

Today, design professionals prepare these documents using computers with the aid of 3D modeling software. The end product or final design solution is physically nonexistent. It is only digital information which can instantly be transferred electronically anywhere in the world.

Design without Function

The third requirement for design is function. Design without function is referred to as art. All designs must serve some purpose and satisfy some utilitarian need. The functional part of design is dependent upon the designer’s awareness of the application, materials, environment and conditions of use. Oversight or inadequate research can result in catastrophic failure. It should be noted that appearance does not have to be sacrificed for function. To the contrary, good designs balance form and function based on a number of requirements.

The Need for Good Design

Thu, 18 Feb 2010 14:42:00 -0800

All of us are experiencing the worst economic downturn since the Great Depression of the 1930's. Times are tough 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.

Innovation starts with an idea which is developed into a successful product by applying good design. Good design is essential for any innovative idea to be accepted into a market. Now is the time for progressive companies , inventors, entrepreneurs and tomorrows business leaders to apply their creativity, marketing knowhow and technical expertise by introducing new products. During an economic downturn, opportunities for new products are always in demand. Especially if these products offer better performance, lower cost, fewer parts, attractive appearance or improved value. During times like these reputable design firms such as Integrated Design Systems offer innovators the best investment. Final design solutions are always optimized for the specific market and price point.

The return on investment for a well designed product cannot be underestimated. The best state of the art technology, an unlimited marketing budget, ISO 9000 quality standards and a top notch staff of employees cannot yield a good product without a good design. It's during times like these that inventors, entrepreneurs and business men should cease market opportunities with designs that sell. Businessmen should collaborate with creative designers to brainstorm new product ideas ideally suited to their particular market. Despite the current slump, there is a continued demand for thousands of products in all market sectors including transportation, medical, industrial and consumer products. Company's and purchasers are seeking products that offer value, quality and a better life.

Good product design should be appreciated and valued as much as any other investment. Unfortunately there are surprisingly thousands of companies that still undervalue the importance of good design. Conversely, companies that do invest in quality design and product branding have benefited with higher profits, higher growth and improved stability in economic downturns. Good design must be fully integrated with manufacturing, marketing and corporate culture. It should always be included as part of the overall investment in any product and amortized over its sales during a given period of time. One should never forget that design does affect sales, quality, productivity and profits. These factors can be easily quantified to determine a reasonable investment for any given application. If you want to be a market leader and improve your profits, talk to a world class design firm like Integrated Design Systems before you attempt to manufacture your next product.