Form follows function; emotions follow feelings

Customers buy products to solve a problem. These problems can generally be described as either functional or emotional. Functional problems revolve around what the product actually does. Emotional problems revolve around how the consumer feels relative to the purchase (i.e. ego, esteem, security). There are both functional and emotional motivations involved in every purchase decision, whether the customer is aware of them or not.

Take for example of the new 250 Series Magnetic Torpedo from Irwin tools.  On the functional side, it is a magnetic torpedo, but with some added features that solve functional problems not addressed by competitors (a.k.a. product differentiation). It includes a yellow button that that pops out to instantly provide a reading for quarter-inch-per-foot drainage inclines, and a built in valve key to allow users to open acetylene tank valves.

Design considerations also have to address the emotional experience. People familiar with tradesmen will tell you that contractors want products they can trust, that are durable, and promote sense professionalism. Design should reach out to these emotional needs.  For example, specifying cast aluminum for the torpedo level frame as opposed to plastic. The feel of aluminum is different from the feel of plastic. That feel can communicate a lot about the product, and your brand. 

5 Ways to Integrate Design & Business Into Your Product Planning and Development Design

By Brian Matt

Design plus business for innovation equals success, right? It is no secret that business strategists have discovered design as a powerful process to deliver innovative solutions to business problems. Just walk into an airport bookstore and you will not miss the treatises on the subject of how business and design need to harmonize in order to solve today’s complex challenges. A word of caution: “business-types” and “design-types” are wildly different personalities and cooperation is not easy.

Want To Create A Great Product? First, Forget “User Friendliness”

by Robert Hoekman, Jr.

User-friendliness is the inevitable result of a smart design approach, not the starting point. Here are three criteria to help you develop a useful design brief that will ultimately yield a great product.

Malco Design and Deliver welcomes mechanical design engineer, Tony Rea

Malco Design and Deliver is pleased to introduce our newest Mechanical Design Engineer, Tony Rea.

In his new role, Tony supports product development at Malco Design and Deliver Group by creating solid plastic and metal models using CAD software, analyzing mechanics of assemblies and components for strength and motion capabilities, and estimating and reducing the cost of components and assemblies.

Tony’s experience includes product development and cost analysis for a variety of well-renowned organizations including 3M, IBM and the United States Airforce.

A self-proclaimed “motorhead”, Tony’s interests outside of work include working on his race car (front engine dragster), motocrosss racing, and trail riding.

Please join us in welcoming Tony to the Malco Design and Deliver Group team.

Tool trends: What to expect in 2012

2011 has been a year of economic recovery for tool manufacturers and retailers. Here’s what a couple of well known companies are saying about the market.

According to the NPD Group’s Consumer Tracking Service, online home improvement sales increased 16 percent over 2010. This recovery may be attributed to the fact that, consumers consider tools to be a necessary expense. In fact, many saved money to make home improvement purchases in 2011 ─ most paying with cash or check. Finally, Baby Boomers are spending more money on home improvement products. In 2011, 31 percent of do-it-yourself (DIY) dollars were spent by consumers 55 years of age and older, compared to 25 percent just two years ago.

According to a press release by Craftsman, home improvement-related sales will continue to grow in 2012.