Smart moves

In technology-based products, the initial focus is firmly on the technology itself rather than its packaging and ancillary components.

Aesthetic design is important, but on the whole those keen to explore the latest technology are far more interested in what it can do rather than how it looks.

However, when a new technology begins to standardise and the threat from low-cost competition intensifies, aesthetics takes on a fresh significance for those looking to position their product into profitable markets and differentiate from competition.

Addressing the aesthetics is an ideal solution for manufacturers looking to launch next-generation products, or to move existing ones from the commercial to the consumer market. Making them look smarter will differentiate them — both from their own previous version and from competitive products.

At this stage, industrial design embraces aesthetics to meet the expectations of the marketplace. access components can help OEMs improve the look and feel of their products, yet the specification of latch, handle, fasteners or any user interface hardware often features very low down on the design process list and is almost treated as an afterthought. However, these 'touch point' applications — as US fastenings major Southco describes them — are the first things customers puts their hands on. They are the initial points of interaction — both physical and emotional — that any product owner experiences.