Above and below the line

Question 1

What does ‘above the line’ mean?

Answer 1

• visible attributes of the product (what the use sees)
• can be shapes, colour, finish, texture, interface
• important features as they are the first thing a consumer would see to attract them to the product

Question 2

What does ‘below the line’ mean?

Answer 2

• features the consumer needs no knowledge of to use the product effectively
• can be how circuitry works, types of material used, manufacture method

Question 3

Give examples for above and below the line for bluetooth headphones

Answer 3

Above: wirelessly connects to phone
Below: how the sound transfers to the headphones

Above: sleek, white, ergonomic exterior
Below: magnetic charging system