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The shape of the humble egg can indulge Product Key Design
By: Geoff Ficke
I've often written about the enormous importance of design success in differentiating and branded products . We all know examples of well-designed products that become standards. Ferrari sports car, Rolex watch, the Barbie doll, a Krups toaster or PEZ candy dispenser are obvious examples of packaging, or product design increasingly common to consumers around the world. When the rare Ferrari Testarossa roars down the highway, we know immediately that the "yellow Prancing Horse" badge sits proudly and desirable in the world most exotic car style.
One of the most famous industrial designers of the 20th century was Raymond Loewy. Born in France, Mr. Loewy became the designer of choice for manufacturers of consumables and non-consumable consumer products, industrial transport and logo enterprise as a result of simple design cues often built around their products. Visitors to the store often Loewy noted that there was a plate of eggs a priority in his office. The eggs were real support for all creative partners Loewy. They were not on hand to be devilish and eaten.
Raymond Loewy believes that the egg is a perfect way of nature. The egg is oval, circular, rectangular, smooth, white, and a unique combination of strong and fragile. There is no way is so convincing. When you see that is nice, when you hold it is comforting. He did everything possible to use the inherent characteristics of the egg splendid design industrial design work. The simplicity of form became identifiable in the "Loewy product design."
A list of famous products, packages and company logo of Loewy developed during his long career is an incredible farewell to their creativity and scope. The following is a list of some of the works Raymond Loewy:
- Gestetner mimeograph The road and rail locomotives Pennsylvania
- IBM Punch Schick Electric Razor of key
- Coca Cola bottle and logo Logo Lucky Strike Cigarettes
- Homes Leisurama New York City Transit train cars R40
- Laboratory NASA's Sky Exxon Interior Logo
- Logo Shell Gas & Auto Commander Studebaker Avanti
- Frigidaire Home Panama Cruise Line
- Wahl Eversharp Pen International Harvester Logo
- Dorsett Catalina pleasure craft Zippo Lighter
- Refrigerator Sears cold spot Auto Huppmobile
- Filber 1947 Greyhound Bus Scenicruiser Jukebox
This is an impressive list and many of these products are considered timeless and forefront today. Motor Trend and Car & Driver Magazine list of the Studebaker Commander and among the most beautifully designed cars of the 1950s. Loewy designed locomotives of the 1940s are treated as classical art lovers train. In almost every one of these designs taken styling cues from the egg are visible to the eye, even the most unskilled. Industrial design students study Loewy processed products and the art of Rembrandt and students study Picasso.
Companies and entrepreneurs who worship and diligent work for highly stylized designs are much more likely to succeed in both the short and long term. Consider Polo Ralph Lauren line of clothing. The attention to detail, design, manic quality and maintenance of the brand as a lifestyle product has established itself as a classic Polo decade after decade. Calvin Klein clothing enjoys a similar status based on brand positioning as edgy, urban style. The Benetton brand, however, had great success in the 1980s. However, Company did not maintain its creativity in design and has been largely in decline.
Of course today, the automotive industry was roiled on issues of production overcapacity, a global credit crisis and high fuel prices. Nowhere is as important as the design in the automobile business. And yet, it is almost impossible to differentiate one car from another in the modern roads. The success of the BMW Mini, the new Volkswagen Beetle, the Cadillac CTS, the Mazda Miata and The Buick Enclave is due almost entirely to his unique style, elegant body. They are far cheaper vehicles in their categories. They just scream "cool, buy me "why do so not many other car manufacturers to take note of the importance of differentiating, compelling design features when is in the form of cash, indifferent, cookie cutter trip transportation totally absent in the special personality.
Every aspect of a design product and the presentation is crucial to create a strong identity, lasting mark on the minds of target consumers. The logo should reflect the characteristics, benefits and positioning that is unique to that product. The packaging must meet competition and support the brand message is transmitted. The logo of the products, iconography, colors, print and copy the package source must be married to the container and the contents of the product itself. Well designed products seem natural, seamless. They draw the eye. They do not attack the senses.
Raymond Loewy use egg as a favor creative property is a smart device that can easily be copied. The egg apparently as a staple, it offers much to industrial designers through providing inspiration. However, Loewy had a good eye for simple, elegant style and saw the unique properties of art in the shape of the egg. These were used in its entirety and has created its own unique design style. The potential Replication of this use of natural or man is omnipresent design features. The successful new product will incorporate the best creative devices taken from wherever they can be harvested.
About the Author
Geoff Ficke has been a serial entrepreneur for almost 50 years. As a small boy, earning his spending money doing odd jobs in the neighborhood, he learned the value of selling himself, offering service and value for money.
After putting himself through the University of Kentucky (B.A. Broadcast Journalism, 1969) and serving in the United States Marine Corp, Mr. Ficke commenced a career in the cosmetic industry. After rising to National Sales Manager for Vidal Sassoon Hair Care at age 28, he then launched a number of ventures, including Rubigo Cosmetics, Parfums Pierre Wulff Paris, Le Bain Couture and Fashion Fragrance.
Geoff Ficke and his consulting firm, Duquesa Marketing, Inc. (www.duquesamarketing.com) has assisted businesses large and small, domestic and international, entrepreneurs, inventors and students in new product development, capital formation, licensing, marketing, sales and business plans and successful implementation of his customized strategies. He is a Senior Fellow at the Page Center for Entrepreneurial Studies, Business School, Miami University, Oxford, Ohio.
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