Combining product design and market positioning

For design, there are two important points: First, the invention. The second is innovation or improvement. First of all, the "invention" is from scratch, according to people's real needs, to create one or more of the real functions. If it only changes the appearance, form, and personality of the product, it is just "innovation" based on the invention. 

So this involves the relationship between science and technology. For example, a material used in the late 19th and early 20th centuries - plastic, appeared as early as the 19th century (BBC in 1825). It can be said that there are many inventions where science is ahead and technology is behind it. Another example: Some 2,000 years ago, an emperor of ancient Rome led troops to conquer Turkey. His soldiers found there was a kind of stone that could be used to burn and heat. This is "oil." In Latin, it means "stone." Two thousand years later, oil has become one of our main sources of energy.  So, is science prior to technology or technology prior to science? I think that in the historical development of mankind, science is sometimes the first step, after research, discovery, and invention, then the use of science becomes technology. Sometimes, in human life, there is a demand, a technology, and finally it is transformed into science by scientists. If there is no engine, petroleum will not be used as widely as it is today. This shows that the use of material resources depends on the development of machinery, and in turn, it also plays a catalytic role in the development of machinery. This is a dialectical relationship. This shows that a process of production (materials, energy processes), and a good material leads to a good relationship between products, should be a good material, a good process, a good product for each other. At the same time, good products depend on good structure and good functions. 

This also involves the issue of industrial production. It refers to the earliest, orderly, organized, and efficient method of production organization and a structured industry. For example, the pyramids of ancient Egypt were shaped with the same standards and scales. This type of work was designed by the masters. The production methods created by artisans had already begun in ancient Egypt. Another example is the modern "Ford", the first automated automobile production line in the United States. There is a saying that the production line is mainly to increase efficiency. In fact, this is only one aspect. Another problem is that the workers on the assembly line come from completely different Countries, using different languages, how to make them work on the same production line? From an organizational point of view, production assembly lines are more appropriate. Therefore, the Ford assembly line is not only a requirement of technology, but also a requirement for the organization of people and various relationships with different cultural backgrounds. 

Designers call "products" "products," and entrepreneurs may refer to products as "products" or "facilities," and economists call them "goods." This means that a product has different functions and uses differently. By. There is a diversity of products, and this multifaceted and diversified identification is based on people's different needs. For example, the appearance of the car was due to the invention of the engine and later developed into a "car society." At that time, people did not realize the impact of the invention of the car. Now it looks like a parasitic "bacteria" that is extended by the car. A new road, date maintenance factory, date maintenance workers, and high-speed roads are all related to automobiles. 

The above shows how to evaluate the importance of inventions, and how to measure the importance of inventions. Everything is in the system, and the system is most important to human life. For example, from the invention of the car to its finalization, it was from 1885 to 1980. In this process, we saw that all aspects related to cars and related developments and future developments are related to increasing the capacity of cars and breaking People's restrictions are related. People want unlimited travel life and unlimited development. But these are changing. For example, the "alienation" of cars makes people restricted by cars. The car may no longer use gasoline in the future. With hydrogen and other energy sources, it becomes a new system and the car turns to serve it. Cars had the largest sales before the 1980s, but today it is no longer possible and will be replaced by new sales. How can products be used more easily by people? The more standardized and more complex the technology is, the more difficult it is to control, and the greater the opposition to society. The current system is very good, very comfortable, and the more difficult it is to control, the more dangerous it is.  Regarding the service life of a product, the existence, disappearance, and replacement of a product all have their reasons. A product may have vitality at a certain stage and be replaced at another stage, but it does not die. Use it elsewhere. Silk and nylon, for a long time in the West, silk was very popular, but it was replaced by nylon. Today, silk has become a popular high-grade fabric. The demise of “old” products is not necessarily complete. The demise may be redeveloped and used in other areas. There is such a continuity and diversity in human life. 

There are two means of design:

1 Make standard changes to existing products. If the first batch of cars comes out, it can be better seen and better used. However, in the third and fourth generations later, this change will become increasingly difficult.

2 Break the existing standards and use original methods to form new standards and accept them. Such as the problem of the car: there is an inevitable link between the structure of a product and the user's needs. For example, when the car was invented, there was no light. At that time, the law stipulated that when a car is running, it needs to be followed by a lamp at the front and back. This requires that lights be installed on the car and that power must be available, but the engine is too small. Later, using electricity to start, it solved the problem of starting the engine. Changes in conditions give designers new possibilities. The appearance of the car body is not entirely for the sake of good looking but is determined by the aerodynamic requirements. As in the past, the body was manually built by the forging workers, and the sheet metal was used to support the car shell. With the use of automatic control, the car shell is completely supported by its own structure, thus providing at least two more choices for the design of the car body. The design of the car body was influenced by hydrodynamics, and later it was also influenced by the formation of new technologies and new processes. For example, stamping and stretch forming have created conditions for the diversification of the car body and brought about many changes. As a result, the cost is reduced. 2, no waste. 3, the diversity of forms. The lack of oil around 1975, which reduced the size of the car body, explained the impact of changing conditions on the design. 

In the design there is a more important word "Complexity" can be translated as "Context" or "Implication", if there is a thing, they will have a relationship. Such as: This relationship can be expressed using Gauss's law: n (n-1) / 2 = R (where N is the number of things, R is the relationship). Every thing is an expression of "textuality." This "context" can be a structure, a symbol, or a religion. The more "textual" things, the richer and more systematically expressed things, between things. The clearer the relationship. We can see that the success of the previous product is due to the "textual" nature of the product. Such as: "Volkswagen" cars, 20-30 slogan for the people's design. Later, it was used by the Nazis. After World War II, it was adopted by another method. In the 1960s, there was also a kind of mythology. The "Beetle" now appears again. This appearance and repetition indicate the "text" that it has. Sex or "liability". 

The importance of the United States is one of the directions. How to express it mainly considers the users' reactions, needs and potential requirements. For example, if a novelist wants to succeed, he must understand how many readers receive the response to the “text” in the novel. Through these readers, we will find newer "stealth" or "contextual" things. This kind of thing can be a symbol. Such as "Coca Cola" it has this "text", it symbolizes the "young generation", a symbol of a new consumer class and groups. 

Then what is the most important thing for designers and people? Then is the relative understanding of the entire society and people that the form of beauty is more important, or that humanity is more important. These are two different answers. In front of modern designers there is a keyboard with aesthetic, human, and production processes.... How designers mobilize these elements to serve their design, which makes design a very systematic job. This involves designers' understanding of the "market."

"Market" has two concepts

1, refers to the market for sales.

2. It is not only the products to be produced but also the products themselves that are to be exchanged as carriers. Exchange objects, exchange ideas, it has a kind of exchange function. Both designers need to know. The real "market" is not only the market for sales, but also a "market" with internal functions that can be exchanged and used.