Elliot, C. (2010). “How to brand a disease—and sell a cure .” CNN. Retrieved on 11 October, 2010: http://www.cnn.com/2010/OPINION/10/11/elliott.branding.disease/index.html?hpt=C2 Carl Elliott in his article for CNN cites examples of how pharmaceutical companies sell a cure by disease branding. Drug companies today are embracing the ideology that Edward Bernays’, the father of PR proposed—The public relations business was less about selling things than about creating the conditions for things to sell themselves. Why disease branding works? As Carl Elliott states in his article, disease branding is particularly effective in two types of situations. Let us consider the first situation, a shameful condition that can be de-stigmatized through disease branding. If a condition, however shameful, is prevalent enough in the common population then a ready market exists for the cure. It is the rare shameful condition for which a market typically does not exist where disease branding will help ‘create’ a market. Individuals with this rare condition would need to overcome the stigma attached with such conditions and discuss them with their health care providers. By branding a disease and de-stigmatizing the condition, the pharmaceutical companies act as catalysts and enablers to the process of individuals coming forward and discussing the condition…
Product Design Strategy
Contributor, Interface Design, Perception, Product Design Strategy
Re “A New Name for High-Fructose Corn Syrup”
by patrickgary •
Parker-Pope, T., (2010). “A New Name for High-Fructose Corn Syrup.” New York Times Online. Visited on October 3, 2010: http://well.blogs.nytimes.com/2010/09/14/a-new-name-for-high-fructose-corn-syrup/ As this article describes, corn syrup producers in the United States have begun to push for a re-naming of their products. While it may sound innocuous, this is in fact a major change in the way that High-Fructose Corn Syrup (HFCS) is marketed to the public. Due to a combination of structural factors such as the widespread success of processed foods, corn production subsidies, and the natural human inclination towards sweet foods, HCFS is present in an astonishing array of food products. Recently, however, there have been indications of a backlash against the prevalence of HFCS in the American diet. Some health professionals and consumer groups have even advocated for its removal from many processed foods. This recent trend in the public perception has left HFCS producers in a bind. They have an economic interest in continuing to produce HCFS at low cost and having it utilized in as many products as possible, but they are not able to change any fundamental features of their product. As a simple mixture of glucose and fructose refined from corn, there is nothing to add to or remove from HFCS to improve it in the public’s eyes. The main lobbying…
Cognitive Blindness, Conceptual Design, Group Decision Errors, Interface Design, Mirroring Errors, Pipsqueak Articles, Product Design Strategy, Scaffolding
Working with Clients
by Olga Werby •
We once had a client who made his secretary drive to our studio with a piece of a carpet from his office to be used as a color swatch for his company’s new logo. And while the final logo looked okay (very logo-like), it did little to represent the company’s brand. The company is no longer around today. Having a client who opines on the color of the background, choice of typeface, thickness of line, or layout mars the design process. It’s easy to get lost in details and personal preferences—who is to say that green is better than orange? A good designer has to be able to manage the client, keep the conversation focused on business goals and user needs. But before we can delve into the design process, we have establish trust. Clients need to feel like they’ve been listened to, they have to know and understand that design is hard work, and they have to buy into our expertise. The First Date The initial group meeting between the design firm and their client tends to feel like a first date: this is a chance for everyone to declare their expertise and expectations of each other. And like a…
Conceptual Design, Contributor, Interaction Design, Interface Design, Product Design Strategy
Why companies watch your every Facebook, YouTube, Twitter move
by Van Nga •
Weber, T. (2010). “Why Companies Watch Your Every Facebook, YouTube, Twitter Move.” BBC News. Visited on October 4, 2010: http://www.bbc.co.uk/news/business-11450923 This article focuses on how effective everyday social networking can impact their product name, reputation and sales. By using social networking consumers get a chance to voice their opinions and experience by using social media tools such as Facebook, Tweeter, and YouTube. Conceptual Design What does the product do? In this article the product is the social media tools such as Facebook, Tweeter and YouTube. A couple of scenarios were examples that identified how people use social networking to convey a message on a brand or product. A Canadian singer, Dave Carroll complained about his bad experience with United Airlines baggage handlers for damaging his guitar. He then made a music video complaining about his experience and posted it on YouTube. The conceptual design was that he used a social media tool to post his video in order to have his voice heard about United Airlines. The interaction design part was that Dave used a powerful media tool that the general public had access to viewing and commenting on. People started viewing the video, interacting and commented about his frustration.…
Background Knowledge, Conceptual Design, Contributor, Cultural Bias, Cultural Differences, Flow, Interaction Design, Interface Design, Product Design Strategy
Using Computers to Teach Children Without Teachers
by Sheetal Elangovan •
Johnathan, F . (2010). “Using computers to teach children with no teachers” BBC News. Retrieved on 21 July, 2010: http://www.bbc.co.uk/news/technology-10663353?print=true Summary of the article: The article summarizes studies conducted by Prof Mitra on the learning curve of children using computers for education with teachers. Results of the study prove that the teaching methods employed have been quite successful based on the fact that: Children who are not exposed to computers are highly motivated to teach themselves skills they want to learn Children have had a steep learning curve in picking up complex tasks with minimum supervision Learning by discussion and in groups ensures that content is retained and not skimmed through by children. Motivation levels of students are kept high with a grandmother figure in the picture. The best results of the study have been combined to create Self Learning Environments where children in groups of 4 share a computer to assimilate information. Virtually present volunteer grandmothers keep the student motivated and support the learning process. On Environment: The need for self-organized learning essentially arises in developing nations and the ones who do not have access to education. Children living in such conditions have a natural survival instinct, which keeps…
Conceptual Design, Contributor, Flow, Interaction Design, Interface Design, Product Design Strategy
On “For digital artists, apps provide new palette”
by mabelev •
Harmanci, R. (2010). “For digital artists, apps provide new palette.” New York Times Online. Retrieved on October 4, 2010: http://www.nytimes.com/2010/08/20/us/20bciart.html To illustrate the impact of mobile/handheld-device technology on the arts, this article describes the work of several individual artists who have used iPhone/iPad applications as an artistic format. In my overview, I focus on the work by Scott Snibbe and pose the following question: what is it about handheld apps that sets them apart and makes them a more successful environment for interactive art than any other? Scott Snibbe is an artist for whom interactivity, i.e. the opportunity for audience participation, is a central theme. His installations are often designed to capture human bodily actions and respond to them. The audience thus has the experience of bringing an art piece’s content into existence. For example, in Falling Girl (2008) and Make Like a Tree (2006), people’s movements are replicated, with some time lag, by silhouettes projected onto screens, while in Blow-Up (2005) people’s breath triggers fans that reproduce its spatio-temporal contour. Snibbe’s very popular mobile apps are closely based on an earlier Dynamic Systems interactive series that involved manual action, except that their original version used more traditional cursor-based interface. …
Conceptual Design, Contributor, Interaction Design, Interface Design, Product Design Strategy, Users
On “3-D Printing Spurs a Manufacturing Revolution” by Vance
by Ketil E. Jensen •
Vance, A., (2010). “3-D Printing Spurs a Manufacturing Revolution.“ New York Times Online. Retrieved on October 6, 2010: http://www.nytimes.com/2010/09/14/technology/14print.html Summary: Vance highlights the remarkable impact and wide application 3-D printing has on a wide range of traditional and non-traditional manufacturing industries. While traditional printers print on one dimensional paper, 3-D printers create a 3-dimensional physical object, usually from plastic or metal, by stacking layers one on top of another. The application of 3-D printers spans a wide variety of applications: from custom made prosthetic casings to building houses, and literally anything in-between. It may very well hold the promise of a game-changing technology for the US manufacturing industry in that the cheap labor may no longer be the “be-all” important factor it is today. User Groups While the application of technology in design and manufacturing hardly is a new phenomenon, the scale, ease of use and its wide application do provide something of a paradigm shift in a cross-section of manufacturing industries. In tomorrow’s 3-D printing world, yesteryears chasm between conceptual design and manufacturing is a non-existing obstacle. In this new 3-D printing world the virtual product concept conceived by the product creator and the material manifestation of her/his creation…