This book describes a marketing and design approach called ‘total design, ‘which is about not only making but marketing and promoting a good or service both successfully and profitably. It offers an integrated, holistic approach to the whole process. It’s integrative because the design, marketing, and branding must give a clear and consistent story about the product. It’s holistic becuase ‘total design’ engages consumers on all levels.
Mục lục
Acknowledgements.
1 How to Make Brilliant Stuff that People Love and Make Big Money
out of It .
Introduction.
Three steps to success.
In search of pleasure.
Pleasure.
The four pleasures: a framework for considering pleasure with
products.
Need pleasures and pleasures of appreciation.
2 Understanding People.
Understand people holistically.
Case study part 1 –
Leigh Francis.
3 Understand What People Want.
Product benefits.
Physio-pleasure.
Socio-pleasure.
Psycho-pleasure.
Ideo-pleasure.
Case study part 2 – product benefits.
4 Delivering What People Want.
Properties of products and services .
Case study part 3 – delivering product benefits .
5 Getting It Right .
The three steps.
Design for the persona.
Think big.
Pitfall 1: cost-benefit approaches.
Pitfall 2: art design.
Pitfall 3: commercial Darwinism.
Pitfall 4: fragmentation of the decision process.
Research the persona,
Check you assumptions.
Make professional judgements.
Skill and tactics.
Go for it!
Bibliography
Giới thiệu về tác giả
DR. PATRICK W. JORDAN is an international design and marketing consultant, author and professional speaker. His theories and methodologies have influenced the design of many of the products that we find in our homes, cities and workplaces. Pat is CEO of the Contemporary Trends Institute (CTI), an international consulting firm specializing in trends and branding.
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