Glen Walter, Co-Founder and Managing Member, (ELEVEN)
This is a wake-up call for designers who are so focused on the user experience that they forget that no matter how many times the message to consumers is presented, changed, and changed again, the object in question remains the same. A co-founder and managing member of Boston's (ELEVEN) product-development studio, Glen Walter points out, ""Not only are commercials easier to make than products, they're easier for consumers to take in. That's because a person need only watch them to see the product presented in a hyper-context and in hyper-emotional terms. In contrast, the actual object, due to its minimal visual presentation and the uninspiring context of a store shelf, requires conscious participation from the consumer, who must appreciate the experience of using it. What's missed is the subtle way a well-designed object can transform how we perform and feel about a task.""
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Product Design, Industrial Design, Design Value