INDUSTRIAL DESIGN: you don't have to use every good idea

Designers love novelty. Give us a new project and we start questioning everything about it.

What if the grip felt different? What if the material changed too? Pretty soon every part of the product has been rethought.

The problem is that people understand new things through what they already know. An unfamiliar form works if the interaction still makes sense. A strange material works if everything around it still tells them what kind of object it is.

Change everything at once and you've taken away their reference points. What felt original in your imagination can feel weird to everyone else, which is why some of your best ideas shouldn't make it into production.

Pick the place where novelty actually changes the experience. Let the rest stay familiar. Don't worry about the ideas you cut.

There will always be more ideas.

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Crafted by works with companies on product strategy & research, industrial design, engineering, UX/UI, branding, packaging, and manufacturing.
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