%0 Journal Article %T How Designed Communication Supports New Product & Service Development %A Olaf Gaus %A Bernd Neutschel %A Matthias G. Raith %A S¨¢ndor Vajna %J iBusiness %P 10-17 %@ 2150-4083 %D 2013 %I Scientific Research Publishing %R 10.4236/ib.2013.53B003 %X

Design is communication. In a traditional sense of design theory this idea is based on a product related perspective, stating that good design must speak a language that is understood by the recipient. The aesthetics of the design catches his interest and opens his mind as a prerequisite for his willingness to enter into a dialogue. From symbols and images an argument is derived, rationally understandable, convincing and finally condensed in a message. This process is triggered by the product design. It communicates a value proposition for the recipient combined with a demand to buy the product it refers to. At the moment of the purchase decision a transformation takes place and the value proposition turns into a benefit, the design into the product utility and the recipient into a customer. It will be argued that this process retains its validity even if communication itself is considered as a product.

%K New Product & %K Service Development %K Designed Communication %K Value Added Support %U http://www.scirp.org/journal/PaperInformation.aspx?PaperID=39211