Design doesn’t add value. Part 2: Two types of value
Design doesn’t add value—a rule that helps avoid unnecessary effects and embellishment.
According to the rule, design builds on a product and makes the product values clear. So, if a design technique helps to explain product values, it is useful. If the technique isn’t related to the product and exists solely because it looks cool, it will distract from the product.
Design doesn’t add value. Part 1
Part 2 introduces two types of product values: direct benefit and product feeling.
Direct benefit of a product
Direct benefit—is what task the product solves.
For example, the direct benefit of a computer is its function. In other words, it is how the computer helps its users and how well it does so.
Apple describes a new MacBook on its website.
The new MacBook turns on quickly, in a few seconds. To show it, the box lights up, as if it was a laptop turning on. It looks pretty and explains the value: you don’t have to wait until the laptop wakes:
The MacBook’s screen shows colours precisely. To show it, the picture with colourful flowers slowly appears, as if these flowers were blooming:
Apple shows that their screens have high resolution—the screen pixels are invisible:
Feeling from product
The feeling from a product—is how a user feels when using this product.
Feelings can be very different. A client might like how the product feels on the touch, enjoy simply looking at it, or they like the feeling when showing it to their friends. A product can inspire a person, or relax them instead.
MacBook is finely made. It is nice to the touch, and it shimmers in the light. To highlight this, Apple made the letters aluminum, like the laptop:
The main feature of the new MacBook is its fast processor.
To help explain how quick it is, Apple draws graphs and compares parameters with other laptops. The processor speed is a direct benefit.
To convey the feeling of the speed and power of the processor, Apple shows how electricity runs through it:
When Apple talks about graphics, it uses a video of a racing video game in the background. Working on the MacBook feels like driving this quick kart:
MacBook is fast at editing photos. That’s why in a photo-editing app there is a running athlete:
Another example: Car photo shoot
Direct benefit of Tesla. Tesla is an IT company. Its cars are like computers on wheels.
Tesla explains the direct benefit of its car Model S. The car has a 3D volume system:
The car can charge phones:
You can watch movies in the car. There are two screens: one in the front and one in the back:
The product feeling of Mercedes. Mercedes makes high-status good-quality cars.
To convey the feeling of Maybach’s rough power, it is photographed in the wild. The angle highlights the weighty rectangular car hood:
The car interior photo shows the texture of the wheel and seats. It helps you imagine how it is to the touch makes you feel how comfortable the car is:
Direct benefit and product feeling are already in the product
In the examples above, value is already in the product. Design techniques show that value. If the techniques weren’t related to the product, they wouldn’t be that effective.
Let’s say HP decided to make a website for a cheap laptop model. The website copies the MacBook webpage. Headers are “aluminum”, though the laptop itself is made of plastic. Pictures appear gradually, like the flower field that shows the screen capacities of new Macs.
The Apple effect wouldn’t appear. On the contrary—the techniques would distract from the product and look inappropriate.
Do you agree that design shouldn’t add value? What are your thoughts on these examples? Let me know in the comments!
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See you next week
Part 3. Design doesn’t add value: When design is a part of a product →
