We chose what we were given to choose. We believed what people told us to be true. Commercials promote to us with things we should have to lead a better life. Suppliers provide so many options that give us the illusion that we have plenty of choices to obtain what we want, not knowing that those options are just old wine in a new bottle.
Consuming is never just an action of buying necessities but a complex mental activities and behavior such as careful analysis, struggle between longings and requirements or even intuitional impulse. Products are not just things people use but a symbol of social and economic status, attitudes toward life, personal value and etc. Therefore, businessman subtly implanted wants and needs into people’s subconscious by demonstrating a desirable way of life that people look forward to. The design gives the product additional meaning, which makes the consumers agree with the design concept and the lifestyle it represents. Creating fantasies, the design lures and hooks consumers to purchase.
To a certain extent, this reveals the irrationality of consumer behavior. However, consumer-oriented design is not just about controlling consumers with unnecessary redesign. Reflecting consumerism and modern social and economic structure, design and marketing faithfully present the pursuit and expectation of material of this generation.
Consumers do not want to be manipulated by commercial tricks, and designers are also aware of the responsibilities and conscience they should take up on. However, when the boundary between false and true becomes blurred, we can no longer be certain that we can interpret and distinguish what is actually needed and what are wants in disguises.
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