Irresistible at First Glance

The

IRRESISTIBLE AT FIRST GLANCE Performing on form

Book

Product Design

FORM is key to your performance You want your products to hit target.

Every time. So you address human and business needs in a process of user-driven innovation. So far, so good.

But imagine that crucial moment when your product finally stands on the shelf before the consumer. You have secured the right market position and usability. But does your product also ooze instant appeal? And fresh, irresistible magic?

At Designit, we regard form and expression as an integral part of strategic design. No matter how awless your value proposition, your product will stay on the shelf unless it instantly appeals to your target segment. First impressions count. Really.

This book shows how we perform on form during those first, crucial seconds. Every product aims to captivate. Entice. And deliver instant, emotional impact. Having mastered this moment, we allow the products to reveal their true value.

Every time.

p.4

In every product lies

USER-DRIVEN INNOVATION Don’t be fooled. Although this book focuses on form, user-driven innovation lies behind each of our product designs.

Users want meaningful value propositions that anticipate their unique needs. They want to fall in love with a product time and time again as they discover and rediscover its intuitive value. Users want a valueadded experience – more than instant appeal.

At Designit, we create value in multi-disciplinary teams, bringing together designers, engineers, psychologists and human factors experts in a holistic approach. We involve users at key stages to confirm assumptions and hit target.

How do you perform on value? You identify explicit and latent needs and understand user context and behaviour. Then you transform new insight into products that provide powerful, intuitive solutions to meet user needs.

With this approach, we create value for users before business and generate far greater market impact. By performing on form and value, our product design doesn’t just look great, but also delivers real value to real people. Every time.

CON TENTS

CON SUMER ELEC TRONICS

Cube

AKG

AKG

Homeware concept – the stylish cube holds different devices, such as an alarm clock or radio.

Demonstrating superiority in performance and style – introducing a new line of AKG headphones.

Full range of headphones designed to satisfy a craving audience from professional musicians and gamers to hi-fi aficionados.

p.14

p.18

p.20

Cello

Becker

TypeShare

Retro

Libratone

TV concept – bringing the elegance of a string quartet straight to your living room.

Intelligent design and sophisticated technology combined to bring you reliably and quickly to your destination.

Keyboard concept – meeting your individual needs through customisation.

Internet radio concept – combining nostalgic style with contemporary technology.

Beat wireless speaker – amplify your freedom in style.

p.88

p.92

p.94

p.100

p.102

novero

Jabra

Grundig

TheFirstOne product packaging and brand identity – design excellence on a pedestal.

A wireless office headset offering freedom and functionality.

Mobile phone concepts – new designs for new territories.

p.76

p.82

p.86

Porcupine

Slights OnePiece glasses

Fiskars

Monolit

Ardor

Nexus, Verve and Avanti – expressive tableware to style your everyday.

Washbasin concept that integrates mixer in bowl in an aesthetic and hygienic solution.

A style conscious stove guaranteed to keep you warm. To be used with wood by the modern minimalist.

p.70

p.78

p.98

Inspired by nature, created for design lovers. Far more than a storage solution.

p.56

A titanium revolution – outstanding flexibility without hinges or screws.

p.62

HEALTH CARE

TELE COM

Bang & Olufsen Medicom Asmair® inhaler – offering emotional appeal and optimum usability to people with asthma.

p.10

Novo Nordisk Next Generation FlexPen® – the latest version of the world’s best-selling insulin delivery device.

p.52

LIGHTING

People of Lava Sweden

Huawei

Tablet concept

DALI

Alien

Hum

Freecom

AKG

Loewe

Motif – loudspeakers that deliver high-quality sound and contemporary design.

Remote control with wireless headphones – conceptual design that allows you to enjoy watching TV without disturbing others.

Wireless loudspeakers – simply plug in to listen.

Concept design that speaks volumes.

MusicPal internet radio – combining convenience and quality.

Futuristic range of gaming headsets and music headphones – bold statements for fastmoving home entertainment.

Connect – TV concept that moves home entertainment in new directions.

Flexible wireless USB adapter and USB cable and stick modem – making it easier to go online anywhere, anytime.

Social media meets family life in the new backbone of family communication and home management.

p.30

p.34

p.36

p.42

p.48

p.64

p.72

p.74

p.80

novero

Wave

novero

Bang & Olufsen

Polycom

Grundig

Mobile concept

novero

KIRK

TheFirstOne hands-free mobile phone headset – fit for the street and the catwalk.

Mobile phone concept – designed to appeal to the high-end consumer.

Lexington Bluetooth headset – super sound wrapped in superior materials.

Style at work.

Style at play.

KIRK 5020 – an elegant and robust business phone for the busy office worker.

Mobile phone concepts – connecting products with personalities.

TheTalkyOne – fast and stylish Bluethooth speakerphone for superior sound on the road.

Designed for a demanding audience.

Meet a modern classic – KIRK Fd2 phone brings beauty to your home.

p.8

p.12

p.26

p.40

p.44

p.58

p.60

p.66

p.68

Georg Jensen

Basic

Panther

Stelton

DryOff

Clean

Wrist watch concept – in reaction to today’s multifunctionalism, this watch only tells the time.

Microwave concept – minimalist look with maximal functionality.

Guaranteeing design consistency across product ranges.

Body drier concept – no more towels, just warm, clean air.

Shaver – fresh and friendly concept design that invigorates your bathroom experience.

p.22

p.24

p.32

p.46

p.54

Scandinavian high-end TV set based on the Android platform.

Designed to transform the way we watch television.

Microsound Microsound Pilot – a discreet, digital alternative to traditional hearing aids.

LIFE STYLE

p.96 Pier

BeoCom 3 – a style icon for business or pleasure.

Vertica homeware range – for the design conscious consumer who aims high.

p.16 Louis Poulsen

Chaplin

Outdoor street light – luminary conceptual design positioning brands in the spotlight.

LP Knap – outdoor lighting that illuminates the urban landscape.

Lamp concept – no screws, no mess. Just polymer fibre felt, 100% recycled from used water bottles.

p.28

p.38

p.50

Thorn Lighting Graffiti – sleek indoor lighting that hits market needs spot on.

p.84

URBAN

The future of mobile communication. Access the right information at the right time – anywhere.

AFA JCDecaux Urban trash can – designed for the modern metropolis.

p.90

novero TheFirstOne hands-free mobile phone headset – fit for the street and the catwalk.

p.8

Bang & Olufsen Medicom AsmairŽ inhaler – offering emotional appeal and optimum usability to people with asthma.

p.10

Wave Mobile phone concept – designed to appeal to the high-end consumer.

p.12

Cube Homeware concept – the stylish cube holds different devices, such as an alarm clock or radio.

p.14

Georg Jensen Vertica homeware range – for the design conscious consumer who aims high.

p.16

AKG Demonstrating superiority in performance and style – introducing a new line of AKG headphones.

p.18

See the creative process for the AKG professional headphones on video here: vimeo.com/designit

AKG Full range of headphones designed to satisfy a craving audience from professional musicians and gamers to hi-fi aficionados.

p.20

See the creative process for the AKG professional headphones on video here: vimeo.com/designit

Basic Wrist watch concept – in reaction to today’s multifunctionalism, this watch only tells the time.

p.22

Panther Microwave concept – minimalist look with maximal functionality.

p.24

novero Lexington Bluetooth headset – super sound wrapped in superior materials.

Style at work.

Style at play.

p.26

Pier Outdoor street light – luminary conceptual design positioning brands in the spotlight.

p.28

Lights outdoors

People of Lava Sweden Scandinavian high-end television based on the Android platform.

Designed to transform the way we watch television.

p.30

See the creative process for the LAVA TV on video here: vimeo.com/designit

Stelton

Novelties Spring/Summer 2009 > 1600-1 Shopper, black > Plastic and nylon

Guaranteeing design consistency across product ranges.

Stelton classic > 1202 Paper towel holder > Stainless steel, ABS, silicone

Stelton i:cons > 208 Luggage tag > 18/8 Stainless steel, fibre composite

Novelties Spring/Summer 2009 > 567-1 To Go Breeze > Clear Acryl, black PP top Stelton i:cons > 204 Pillbox > 18/8 Stainless steel, fibre composite

Stelton 21st > 303 Water jug > Stainless steel, ABS plastic, rubber

p.32

Stelton i:cons > 202 Card holder > 18/8 Stainless steel, fibre composite

Design DNA runs in the family

Stelton i:cons > USB memory stick > 18/8 Stainless steel, silicone Stelton 21st > 304 Thermo mug > Bone china Stelton classic > 565 Super Charger > Stainless steel and plastics

Stelton i:cons > 206 ID card holder > 18/8 Stainless steel, fibre composite

Stelton i:cons > 205 Pocket knife > Stainless steel, plastics and silicone

Stelton 21st > 310 Snack bowl > Stainless steel and rubber

Stelton classic > 209 Check-in Bag, small > EVA with waterrepellant nylon, clear PVC Stelton 21st > 307 Serving set, small > Stainless steel

Stelton 21st > 308 Bowl, small > Stainless steel and rubber

Stelton 21st > 309 Bowl, medium > Stainless steel and rubber

Stelton i:cons > 207 Cigarette case > 18/8 Stainless steel, fibre composite

Huawei Flexible wireless USB adapter and USB cable and stick modem – making it easier to go online anywhere, anytime.

p.34

Tablet concept Social media meets family life in the new backbone of family communication and home management.

16:25 Record your favourite TV show p.36

11:34 Preparing a meal in the kitchen

21:10 Playing games with friends & family

17:55 Listening to music from anywhere

23:47 Review today & plan tomorrow

Louis Poulsen LP Knap – outdoor lighting that illuminates the urban landscape.

p.38

Bang & Olufsen BeoCom 3 – a style icon for business or pleasure.

p.40

DALI Motif – loudspeakers that deliver high-quality sound and contemporary design.

p.42

DALI wanted to cater more effectively for female consumers.

So we conducted in-depth consumer insight and revealed what women really want from a loudspeaker.

By applying this new insight, we produced Motif – a discreet, compact loudspeaker that appeals to both men and women.

Polycom KIRK 5020 – an elegant and robust business phone for the busy office worker.

p.44

DryOff Body drier concept – no more towels, just warm, clean air.

p.46

Dry in less than 20 seconds!

He couldn’t believe it!!!

W

h!!! s o o oo

Alien Remote control with wireless headphones – conceptual design that allows you to enjoy TV without disturbing others.

p.48

In space no one will hear your screen.

Chaplin Lamp concept – no screws, no mess. Just polymer fibre felt, 100% recycled from used water bottles.

p.50

Novo Nordisk Next Generation FlexPen® – the latest version of the world’s best-selling insulin delivery device.

p.52

Clean Shaver – fresh and friendly concept design that invigorates your bathroom experience.

p.54

Porcupine Inspired by nature, created for design lovers. Far more than a storage solution.

p.56

por·cu·pine (pôr’kyə-pīn’) n. Any of various rodents of the Old World family Hystricidae or the New World family Erethizontidae, having long, sharp, erectile quills interspersed with coarse hair.

por·cu·pine (pôr’kyə-pīn’) n. A device to hold magazines, journals and newspapers. A common modern-day fixture in private homes and company reception lobbies.

Grundig Mobile phone concepts – connecting products with personalities.

p.58

ACTION HERO

Smooth criminal

Mobile concept The future of mobile communication. Access the right information at the right time – anywhere. l

al alance on king the b ore. ore. Chec st st e e th th g t A terin before en accounts

Bank balance: Current 432 €

p.60

RETAIL

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Slights OnePiece glasses A titanium revolution – outstanding flexibility without hinges or screws.

p.62

Look! No hinges...

Hum Wireless loudspeakers – simply plug in to listen.

Concept design that speaks volumes.

p.64

novero TheTalkyOne – fast and stylish Bluethooth speakerphone for superior sound on the road.

Designed for a demanding audience.

p.66

KIRK

p.68

Reach fo r simplic ity

Meet a modern classic – KIRK Fd2 phone brings beauty to your home.

Fiskars Nexus, Verve and Avanti – expressive tableware to style your everyday.

p.70

Freecom MusicPal internet radio – combining convenience and quality.

p.72

AKG Futuristic range of gaming headsets and music headphones – bold statements for fastmoving home entertainment.

p.74

sound

novero TheFirstOne product packaging and brand identity – design excellence on a pedestal.

p.76

Monolit Washbasin concept that integrates mixer in bowl in an aesthetic and hygienic solution.

p.78

Loewe Connect – TV concept that moves home entertainment in new directions.

p.80

Jabra A wireless office headset offering freedom and functionality.

p.82

Redesigning sound

To stay ahead of the game, Jabra asked Designit to create a new wireless headset.

Perfect fit

We delivered heavyweight design in lightweight form. The ergonomic headset, weighing just 15 grams, ensures a perfect fit.

Wireless freedom

T5330 delivers four hours of Bluetooth freedom and 100 hours on standby. Jabra customers can now enjoy the latest wireless technology in cutting-edge design.

Thorn Lighting Graffiti – sleek indoor lighting that hits market needs spot on.

p.84

Grundig Mobile phone concepts – new designs for new territories.

p.86

you made for

you made for

Cello TV concept – bringing the elegance of a string quartet straight to your living room.

p.88

AFA JCDecaux Urban trash can – designed for the modern metropolis.

p.90

Becker Intelligent design and sophisticated technology combined to bring you reliably and quickly to your destination.

p.92

See the creative process for the Becker navigation devices on video here: vimeo.com/designit

TypeShare Keyboard concept – meeting your individual needs through customisation.

p.94

Microsound Microsound Pilot – a discreet, digital alternative to traditional hearing aids.

p.96

F O T C E J B O E R I S DE ? earing aids h to d e h c a ma att ome the stig rc e v ct of desire. o je u b o y o o n d a w to o H essity in bject of nec o n a rm fo s Tran

Ardor A style conscious stove guaranteed to keep you warm. To be used with wood by the modern minimalist.

p.98

Retro Internet radio concept – combining nostalgic style with contemporary technology.

p.100

Libratone Beat wireless speaker – amplify your freedom in style.

p.102

HOW SOUND IS SUPPOSED TO SOUND

See the creative process for the Libratone speakers on video here: vimeo.com/designit

p.104

Our offices are located in Aarhus, Copenhagen, Gothenburg, Oslo, Munich, Paris, London and Shanghai.

By combining human needs with strategy, Designit acts as an agent of change for society and business.

designit.com

Designit is one of Europe’s largest and most international strategic design consultancies.