by Donald A. Norman
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by Donald Norman
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Product Description
Product Description
This book describes a marketing and design approach called "total design,"which is about not only making but marketing and promoting a good or service both successfully and profitably. It offers an integrated, holistic approach to the whole process. It′s integrative because the design,marketing, and branding must give a clear and consistent story about the product. It′s holistic becuase "total design" engages consumers on all levels.
From the Inside Flap
Designers and marketers should know that every product or service engages their user on three levels: functionality, emotion, and aspiration. Functionality means that the object should work; the car should get you from A to B. Emotion is the feeling bound up in the object – if the car is a sports car it should feel exciting. Aspiration is what does having this object say about you – I am an exciting, trendy person, or I am very rich!
This book describes a marketing and design approach called "total design,"which is about not only making but marketing and promoting a good or service both successfully and profitably. It offers an integrated, holistic approach to the whole process. It′s integrative because the design,marketing, and branding must give a clear and consistent story about the product. It′s holistic becuase "total design" engages consumers on all levels.
From the Inside Flap
Designers and marketers should know that every product or service engages their user on three levels: functionality, emotion, and aspiration. Functionality means that the object should work; the car should get you from A to B. Emotion is the feeling bound up in the object – if the car is a sports car it should feel exciting. Aspiration is what does having this object say about you – I am an exciting, trendy person, or I am very rich!
The book will also integrate the eight lifestyle trends identified in recent lifestyle research – happening; statistics; demographics; philosophy; politics and popular culture – and discuss how these relate to product and service design and marketing.
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Inside This Book
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First Sentence
As its title suggests, this book is about how to make brilliant stuff that people love and make big money out of it. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Back Cover
As its title suggests, this book is about how to make brilliant stuff that people love and make big money out of it. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Back Cover
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