TITLE:
How Designed Communication Supports New Product & Service Development
AUTHORS:
Olaf Gaus, Bernd Neutschel, Matthias G. Raith, Sándor Vajna
KEYWORDS:
New Product & Service Development; Designed Communication; Value Added Support
JOURNAL NAME:
iBusiness,
Vol.5 No.3B,
November
7,
2013
ABSTRACT: Design is communication. In a
traditional sense of design theory this idea is based on a product related
perspective, stating that good design must speak a language that is understood
by the recipient. The aesthetics of the design catches his interest and opens
his mind as a prerequisite for his willingness to enter into a dialogue. From
symbols and images an argument is derived, rationally understandable,
convincing and finally condensed in a message. This process is triggered by the
product design. It communicates a value proposition for the recipient combined
with a demand to buy the product it refers to. At the moment of the purchase
decision a transformation takes place and the value proposition turns into a
benefit, the design into the product utility and the recipient into a customer.
It will be argued that this process retains its validity even if communication
itself is considered as a product.