Insights Archive

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Our Insight List is designed to keep us on our toes and you in the loop, on a regular basis. Our Quarterly Insights is sent to our clients and friends four times a year. Our Show Insights provide in-depth reports from the major International Auto Shows.

May 2015

What does comfort mean in the modern car?

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There’s a fantastic piece on Jalopnik from a couple of days ago about how a single Citroen C6 has found its way to America and is legally registered and used there.

It really ought to be Sam writing this piece, as he used to own a C6 so is better qualified to talk how it felt and what it was like to ride and drive in. Nonetheless, the critical point the Jalopnik piece makes is how far leftfield the C6 is from other, similar sized contemporary luxury sedans in its attitude and positioning.


Design is more about 'un-ugly' than beauty

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What is the primary objective when designing a product - to create a design that is handsome and attractive to the customer? This is an unarguable truth, but then perhaps because it is most designers don’t give it a second thought...

But if we were to give it a second thought then perhaps we might consider this primary objective relative to the fact that customers are all different people with different perspectives on what is handsome or attractive to them. 

So then, perhaps let us agree that the primary objective when designing a product might more accurately (or pedantically!) be described as “to make a design that is as handsome and attractive to as many customers as possible”?

This then leads us to a truism that all designers know, even if it is not something many much care for: that to design a product that can be as handsome and attractive to as many customers as possible is different to designing a product that is as handsome and attractive as possible to a few customers.  Just as in music, just as in literature, the peak creative achievement in design is not necessarily aligned with the peak commercial achievement.

But does this mean that design is about not creating something ugly?


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