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Industrial designers know that developing a successful product means more than simply solving an engineering problem or specifying what materials to use. Imparting a character and personality to a product, one that reflects the values of the manufacturing company, is as important to the product's success as the actual functioning of the product itself. Strategically imparting these attributes in the design requires true artistic talents in addition to exceptional technical skills.
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 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.