Unit 6-D (deisgn for customers) Flashcards
Why do designers need to understand the needs and wants of the customer?
Users are more likely to choose products that meet their needs
What system is commonly used by designers to understand consumer needs and wants?
Maslow’s hierarchy of needs
What is important about the order of Maslow’s hierarchy of needs?
The most basic needs must be fulfilled before higher levels can be met satisfactorily
What is the first of the five needs?
Psychological needs e.g. Food, drink, shelter, sleep
What is the second of the five needs?
Safety needs e.g Personal protection, healthcare
These gives some guarantee of being able to satisfy our psychological needs in the long term
What is the third of the five needs?
Social needs (love and belonging) e.g. Friends, lovers, families, communities, relationships and a sense of belonging
What is the 4th of the 5 needs?
Esteem needs e.g. Social status, achievements, mastery, prestige
What is the fifth of the five needs?
Self actualized needs e.g. Peace, contentment, self growth, maximum experiences
What is the difference between a value, need and want?
Value: what the customer finds important or believes in
Need: a necessity or requirement
Want: a desire or wish, but not essential
What’s an example of a value, need and want at a psychological level?
Value- health and well-being
Need- clean drinking water
Want- premium bottled water
What’s an example of a value, need and want at a safety level?
Value- security
Need- safe living environment
Want- home security system
What’s an example of a value, need and want at a social level?
Value- connections with others
Need- companionship
Want- designer clothing to fit in with a social group
What’s an example of a value, need and want at an esteem level?
Value- achievement
Need-recognition for work or talents
Want- luxury car a symbol of success
What’s an example of a value, need and want at a self actualization level?
Value- personal growth
Need- opportunities for creativity
Want-travel experiences to explore new cultures
What is the hierarchy of needs in design terms?
Functionality – it must work at a basic level
Reliability – by working consistently it has more value to the user
Usability – simple to use and forgiving of user error
Proficiency – a design which does or achieves more fulfils needs more efficiently
Creativity – products which do all below and also are beautiful in form and function
What does consumer behaviour data help with in product design?
What types of product to make
What price consumers are willing to pay
Where to sell the products
How can understanding consumer behaviour allow more products to be sold?
Understand what motivates their consumption decisions
Anticipate consumption needs
What are the five factors which influence consumer behaviour?
Psychological
Social
Cultural
Economic
personal
What 4 parts make up the psychological factor influencing consumer behaviour?
Motivation
Perceptions
Learning
Attitudes and beliefs
What 2 parts make up the social factor influencing consumer behaviour?
Family
Reference group
What 3 parts make up the cultural factor influencing consumer behaviour?
Culture
Subculture
Social class
What 4 parts make up the economic factor influencing consumer behaviour?
Personal income
Family income
Income expectation
Savings
What 3 parts make up the personal factor influencing consumer behaviour?
Age
Occupation
Lifestyle
Why is branding important to corporate identity?
It reflects the companies image e.g.
Nike = fitness and trendy wear
Coke = happiness, nostalgia and recognisability
