Wednesday, November 24, 2004
Posted by Roberto
1:30 PM
0 comments
DESIGN THAT SPEAKS TO CONSUMERS
Today, Lenovo of China and BenQ make products that approach the quality of long-standing industry giants such as Sony, Panasonic, or Philips Electronics.
What does it take then to become a world leading brand? A Design Culture.
Samsung is definitely a good example. This year, Samsung won five awards in the Industrial Design Excellence Awards (IDEA), making it the first Asian company to win more awards than any European or American rival. Samsung has grown from a me-too producer of electronics and appliances into one of the world's leading brands. Samsung's designers these days no longer have to find a way to put their boxes around the devices that engineers create. Instead, they often give concepts to engineers, who must then build the machine inside the box dreamed up by the designers.
"We want to be the Mercedes of home electronics," says Yun Jong Yong, Samsung's chief executive.
It is clear that Design goes well beyond the look and feel. To create stand-out products companies have to improve the way people use and control gadgets. For instance, sound is an integral part in the design of the user interface of a phone. A specific suite of bells and buzzes improves usability and promotes brand awareness.
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