PRO-TECT YOUR DESIGN!

But it was its design that made it a commercial success. As its creator explains, this is the magic of design: “It acts like an irresistible attraction that is generated by a shape, by perfect proportions, by colors, materials, reflections and highly evocative lines“.

Design has a direct impact on brand awareness and desirability, because “aesthetics is what you see first. […] I believe that the discovery of a product goes through three stages: attraction, discovery and physical contact with the object.“

The new consumer hysteria of the last holidays is in fact… an isothermal gourd, the Stanley Quencher H2.0, whose sales have increased 10-fold in just a few years.

Invented in 1913 by the American William Stanley Jr., the timeless Stanley water bottles had a completely different appearance (hammered metal), and were best known to campers, war pilots and health professionals for their innovative technology, enabling them to keep drinks, sensitive medicines and transplant organs at temperature…

CROCS were a big hit in the past, and continue to be the subject of prestigious collaborations with celebrities and artists. These plastic clogs, originally designed for beach and boat use, were invented by Quebec chemical engineers Marie-Claude DE BILLY and Andrew REDDYHOFF. Andrew wanted to test his new composite (ethylene-vinyl acetate foam), then entrusted commercial development of the product in 2002 to CROCS INC. Thanks to marketing, CROCS have become a symbol of carefree dressing, and a cutting-edge choice of clothing.

The design of these two products makes the consumer melt, which is what every trend pro is looking for: “if it’s moderately useful, but if it’s beautiful, it’s good“.

This MPV, manufactured by Fiat from 1998 to 2010, sold over 350,000 units, a very respectable figure considering all the jeers and criticism that greeted its surprising design, particularly the hump on the hood.

Because it had just as many fans (who in 2019 even organized a MULTIPLA Festival) seduced by this almost outrageous design, and the technical innovation of this concept car (3 seats at the front thanks to the relocation of the gearshift, a modular and unlimited trunk / interior space…).

NB: when FIAT modified the Multipla’s design in 2004, diluting its strong personality, it was a commercial failure.