Posts Tagged ‘Consumers’
November 13, 2013 – Digit #11
A funny thing happened on the way to “the democratization of design” – good design actually has become an everyday differentiator in how we live and buy. Or, at least, it has for more than half of the population – and more intensely among leading segments of American consumers.
In our just-in SCAN findings, 51% of Americans strongly agreed that “offers exceptional product design” is extremely important when choosing a brand. Lurking in the general numbers are leading indicators that tell us that design as differentiator is here to stay and growing. The youngest segment – Gen Z (now 18-25 years of age) – shows a higher commitment to design at 57%. Upscale targets also lead the way as design becomes a greater factor in everyday decisions.
“Offers exceptional product design” is essential when choosing a brand
Gen Z (18- 25): 57%
And in a sign from the culture that design isn’t just bi-coastal or upscale-only, there’s the city of Chattanooga raising money on Kickstarter to design and establish its own font for all things Chattanooga… the first city in the country to do so.
The project was funded and the font was adopted citywide – all in recognition that the modern, clean city Chattanooga has become wasn’t reflected in the design “face” it was presenting to the world.
As the American eye and sensibility evolve, watch for the rise of the element of “look and feel” in decisions large and small.
Business Implications: More and more consumers are seeing almost every product as an experience. “Look and feel” – the experience of design – is a new and growing opportunity to introduce “tie-breakers” into your potential consumer’s decision process.