[ Design leadership ]

Creating a unique visual impression.

The aesthetically pleasing design of a product is a major factor influencing customers’ purchase decisions. A striking design is memorable and – like good quality – creates the impression of high value. That is why more and more companies are paying considerable attention to the design of their goods as they attempt to set themselves apart from the competition in visual respects as well.

Product design becomes particularly important whenever the customer can no longer grasp the quality of the inner technical workings of an article, or when the technical standard of many competing products has become very similar.

An elegant product design comes at a price, however. The cost of draft designs, samples and prototypes is often greater than that of the purely technical development. In view of these costs, it is important for a company to have legal safeguards for its leadership over competitors with regard to “taste”. That is why registered designs exist.