What is good industrial design?

At the 8th China (Shenzhen) International Industrial Design Week Forum held recently, Mr. Wolfgang Obermeie, the founder of German Tai Chi Fish Creative Design Agency, Mr. Michael Eagleton, the core expert of American Innovation Professional Association, Mr. Mr. Yang Mingjie, a well-known designer and founder of YANG DESIGN Yang Design Strategy Consultant, gave a wonderful speech. The following is an excerpt of their views:

Wolfgang Obermeier: Good design alone is not enough, our product innovation must be in line with cross-cultural brands combine.

OEM suppliers have no access to retail channels, they are out of touch with the market, and they don't know how the market is developing. All products are completely owned by these brands, and it is the owners of these brands who really contact us.

For designers, it is important to dig out what consumers think, so that consumers can really decide whether they will pay for your creativity. Faced with such a competitive environment, how do we have a different idea, this is the key.

The added value beyond the function is visual enjoyment, convenience, etc., which enables us to lead in this market and stand out in the market competition. This is whether we can The key to winning the market competition.

In modern times, people need to be more simplified, more streamlined, and at the same time more cute. People prefer cute products and are closer to consumers. So whether your design is cute enough, this is what we consider factor.

Michael Eagleton: Advantages of Design Innovation: First, Relative Advantage. What is relative advantage? Can it be perceived by customers and adopted by customers? And compared with past products, is its advantage obvious enough? In this regard, we need to evaluate whether our existing products have more value than existing products, and whether they have more functions and more usefulness.

There is also complexity. Why do we see credit | cards as a channel for big money today? It turns out that consumers are reluctant to use credit | cards, because if you want to borrow credit | cards, we must swipe a card machine, we must learn how to use a credit card machine, and we are worried about safety and security, and there are transfers in the middle, consumers do not Don't necessarily like this design, especially if there are many retailers in the world who don't use them very much, of course they won't accept the credit card issued by your bank.

Be practical. As for our design, we don't mind sharing our ideas with everyone. If we give the apple to the people around us, we will have none. There is only one apple, but if I share my ideas with the people around me, it will become I have two, not one. At this time, everyone has ideas. If our ideas collide, there will be more ideas and more apples. So let's not be afraid to try, how do you know what it will look like if you don't try? So as designers, we must be careful and dare to share this idea with everyone, because we don't know what the result will be after such hard work.

The most important thing is what people like, how can we respond to this change, and do what the market needs tomorrow, so that we can grasp the reality, open our imagination, and see what allows us to occupy the most The best advantage, the best position, attracting the best people at the best time, that's what Joe does, and that's why Apple is so successful.

Yang Mingjie: I think if scientists and engineers solve a relationship between things and things, then I think designers and architects should solve a relationship between people and things, and a relationship with the environment relation. That is to say, I think the essence of design should be to make the living environment or living environment of human beings more reasonable.

I'll share something around the 5-level standard.

First, from the observer level, the so-called observer level means that when I see this product, what characteristics should it have to be considered a good product? There are many fine principles here, such as aesthetic principles, that is, we often say whether the product looks beautiful, and then it can bring excitement and pleasure to the visual. The second point is innovation, for example, the visual language is unique, differentiated, and there is no similarity or plagiarism. The third point is persistence, and the fourth point is guidance. Guidance is very important, that is, we are seeing a When it comes to the product, it should let people know how to use the product very clearly, and there is unity, that is, the overall appearance and details, the shape of the product, the interactive interface, and the UI and GOI to maintain a unified style and style. quality. The sixth point is in line with the environment.

The user level just mentioned, in fact, we can understand it from two levels, one is a single person, in fact, there will be a series of physiological feelings, this is hot, that is hot, this is It's square, and that one looks round. Another case, in fact, tells that we are facing people of different ethnic groups, different eras, the development of different technologies, and the aesthetics and lifestyles of ethnic groups have been changing.

The next thing you can see is the producer level. How to understand a product, after its design is completed, we must produce it, so it will require us to consider whether the product has reasonable materials and craftsmanship. Then I think an excellent product should be able to give full play to a feature and advantage of a certain material or process. The second point is standardization. Standardization is very important, but many domestic enterprises may not reflect this design principle in the development of this product. The third point is cost. The fourth point is innovation. In fact, innovation will be reflected in any link, whether it is the innovation of materials, the innovation of appearance, or the innovation of structure.

Next we come to the owner level. The owner is actually different from the user. For example, we are both bags and backpacks. We take a MUJI bag and take a Hermes bag is actually different. That is to say, as a bag, we can hold things, but if the bag has a brand, it will give consumers a sense of belonging or identity of the owner. Many times I actually think that pure designers hate this. Many designers hate luxury, and one of the strongest attributes of luxury is at the level of the owner. The same car, Porsche and Volkswagen, we can both drive from Shenzhen to Guangzhou. In terms of usage, there is no essential difference between them, but for two different people who own this car, who own a Volkswagen or who own a Porsche, their Identity and belonging are actually different. We hate it, but we have to admit it.

So for the owner, this product will play a big role in his identity and his sense of belonging. The product itself can reflect the owner's pursuit of self, which is in line with the user's It means that the product and the user have a spiritual exchange. That is to say, we must consider the brand identity of this product. For the same brand, for a mature brand, its brand identity should have an obvious sense of family and a unified design style, which may be a brand expectation. Value, if this product can meet or exceed the user's expectations for the current development stage of the product brand, it is very possible for the user.

The last dimension is the social dimension. There are two very important social aspects. The first is sustainable development. A good product should be friendly and environmentally friendly to human beings and society. The manufacturing, use and scrapping of products are conducive to energy conservation and environmental protection. resources, in line with the principles of sustainable development. The second point is that it has positive social enlightenment significance, and it can spread and enlighten innovative and meaningful life concepts and ways.