From the specification a Design mix function aesthetics

From the specification a) Design mix: function aesthetics cost b) Changes in the elements of the design mix to reflect social trends: concern over resource depletion: designing for waste minimisation, re-use and recycling ethical sourcing

Guidance from Edexcel

Lesson Objectives • To be able to discuss the elements of the design mix • To be able to identify and assess the changes in elements of the design mix to reflect social trends. • To be able to answer exam questions based on the topic area (taken from 2 A legacy papers as there were no suitable samples available at time of writing)

Starter • Tell me what you know about this chap…

Answer to starter: • The adverts feature Aleksandr Orlov, a CGI fictional anthropomorphic Russian meerkat and his family and friends. Orlov is portrayed as being of aristocratic stock and the founder of comparethemeerkat. com: the campaign centres on his frustration over the confusion between his website and comparethemarket. com, playing on the similarity between the words market and meerkat. Orlov's catchphrase is "Simples". • The campaign, launched in 5 January 2009, was created by Darren Walsh at Passion Pictures, who designed the characters and directs the adverts. The adverts proved popular and became a commercial success for comparethemarket. com, which became the fourth most visited insurance website in the UK as a result. A book featuring Orlov was published in 2010, and other merchandise has been created in tandem with the ongoing campaign.

Definition of Design Mix • product design is meeting the design mix/identified market needs e. g. function / aesthetics / economic manufacture • Aesthetics • Function • Cost

Function • Will the product or service be fit for purpose? • What does the product do? In a Dyson vacuum cleaner it cleans without needing a bag inside which lost suction when it got full… • How well does it perform? In a car this may be its mpg or its top speed or its 0 -60 • Ergonomics, usability, safety, reliability, functionality. .

How important is it that these products have function in mind when designed? (rate 1 Not so much and 10 very) Function

Aesthetics Consumers are asked through marketing research about their feelings towards products. This is the aesthetic, how it looks, tastes, feels. How the senses respond to the product. More stylish and beautiful products tend to sell better and can have a premium price charged. What emotional attachment consumers have with the product (watch the Budweiser puppy advert)

Do products look more appealing with clever design?

Cost ££££££ • Questions the design team might ask the production department… • What is the minimum cost that we can make this product for whilst retaining quality? • Can this product be made using productive capacity? Can it be made efficiently? • Can it be produced for a lower cost than the competitors?

Competitive advantage If a business gets this design mix right – a balanced product that looks good, works well and is a great price – then they should get competitive advantage over their competitors… Aesthetics Function Cost The Design Mix

Changes in the elements of the design mix to reflect social trends • concern over resource depletion: designing for waste minimisation, re-use and recycling • Watch a video that shows clear plastic bottles being made into fabric for clothes • Do aesthetics have to be sacrificed when re-using?

What do you think this is? This is a stool made from bottle caps:

What do you think this is? This is a bed made from old piano parts

What do you think this is? This is a chair made from old spray cans

Ethical sourcing • Starbucks Ethical sourcing, take a look at the website here • Watch the short video: • Ethical sourcing also means 'ensuring that the products being sourced are created in safe facilities by workers who are treated well and paid fair wages to work legal hours', and it also implies 'that the supplier is respecting the environment during the production and manufacture of the products. '

Example of an old product given a new twist • Fries get fancy! London's latest hipster restaurant serves nothing but CHIPS. . . with exotic toppings including curry, smoky bacon and Marmite • Come Fry With Me is London's first restaurant to serve only chips • Customers can enhance their fries with exotic flavours and toppings • Latest single item eatery after cafes serving cereal, porridge and toasties • Read full article here

Standard design vs Bespoke Dyson website Hoar Cross Hall bespoke weddings see website here

Read the article here New Product Development interactive here

Revision Video 10 futuristic products available now

Glossary • Function; what the item is used for • Aesthetics; what the item looks like • Resource depletion; reduction in the earth’s natural resources such as precious metals • Waste minimisation; business way of making sure that there is no waste in the production process, for example making other goods from offcuts • Reuse; when a product is reused for example a bag for life • Recycled; when a product is turned into something else, a tin can becomes an airplane part • Ethical sourcing; buying from sustainable sources, for example trees from forest suppliers who replant