Lesson Four: Design Counts (not Price) People do care about Design. Mr. Kawasaki believes that it is about the “skin” of the product and not the algorithm. He learned this at Apple. Put simply, looks matter. Apple product owners have a sense of emotional pride from being an Apple product owner. They believe in the value of beautiful products.
This sense of emotional pride also reminds me of the luxury market. Think Mercedes Benz, Louis Vuitton, Chanel, Burberry, etc….People buy luxury products because it provides a sense of status and equips them with emotional pride. Some would argue that a Toyota runs just as well as a Mercedes, or even better. Some would argue that a $100 handbag functions just as well as a $5000 handbag. So why do people make such purchases when the function is clearly met with a less expensive alternative? Emotional pride. People buy what they want, not what they need. Such high-end purchasers also believe that a luxury product delivers a superior quality compared to a non-luxury product. Price is not important to luxury consumers because they will pay for the Best, or the perception of the Best.
So off to a semi-tangent here…..Consider this photo below of a designer handbag I took from the December 2011 issue of Vogue. On a purely design level, some may consider it attractive, beautiful, cool, awesome, etc…..Others may consider it…..well, ugly. Why would I want a handbag with holes? Why would I want a handbag with these vulgar logos emblazoned all over it? But that’s not the point. These Brands such as Apple (for technology) and Louis V. (for luxury) have become the arbiters of good taste and the authorities for cool in their respective niches. So the irony is that consumers may initially be drawn to a universally accepted “beautiful product”, but the Brands evolve into tastemakers which tell the consumer what they need to buy. They also develop the power to declare what is desirable.
So back to Lesson Four. Design trumps Price. Looks matter. Beautiful products beget emotional pride. Emotion wins. Don’t forget what it means to be authentically human.