How Designed Communication Supports New Product & Service Development


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.

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O. Gaus, B. Neutschel, M. G. Raith and S. Vajna, "How Designed Communication Supports New Product & Service Development," iBusiness, Vol. 5 No. 3B, 2013, pp. 10-17. doi: 10.4236/ib.2013.53B003.

Conflicts of Interest

The authors declare no conflicts of interest.


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