Wednesday to Sunday!
31 Jan – 4 Feb 2018
Once the scribble and concept phases are concluded and depending on the material used, various approaches may apply when it comes to product development:
But when it comes to products featuring plastic or metal parts, it is a different story. In a first step a three-dimensional mock-up is created whereby the design and construction go hand in hand and mutually condition each other.
After validating the construction and dimensions with prototypes, taking into consideration safety-related restrictions (this process often runs through repeat cycles during which the product is continuously optimized and adapted), the outcome is supplied to the toolshop.
In parallel with this it makes sense to develop a market positioning and market launch that is conducive to the product and the brand:
All of this is naturally always based on a comparison of the customer’s relevant set in terms of price as well as brand spectrum within the product category.
However, not every well-designed product is rewarded with the customer audience that it deserves. There are multiple reasons for this: in addition to the price, brand awareness and availability, the cause for this tends to lie in the design of the packaging and brand presentation as well as the positioning - at least for the traditional retail trade.
Here, the packaging and possibly the displays form the actual first-contact elements for customers. This is why the packaging must project the quality, statement, emotionality and the value of its content as well as of the brand to the outside.
New brands and categories should opt for a surprising placement in the shop, such as an island or the combination with items whose design or function complement the product, instead of placing it on confusing mural or rack solutions.
Customers like to be surprised and guided through the shop. They enjoy discovering things and being fascinated by correlations which they previously were oblivious to. Brands that are displayed out of their customary context stand out and are more easily remembered by customers. And if on top of all of this the price lies within the customer’s relevant set, there is no reason for the customer not to buy.
In the case of our touch toys and toys for babies and infants in the mid- to high-end price segment, the following values should be communicated:
The last part of the series deals with product safety and a product’s actual brand image. Be sure to look out for the finale!