3 Dimensional Design in Branding

Industrial Design is defined as the professional service of creating and developing concepts and specifications that optimise the function, value and appearance of products and systems, for the mutual benefit of both user and manufacturer.

In fact the term "Industrial Design" is a relative misnomer - the industrial arena is only one of the variety of areas that 3 Dimensional designers are involved in. Their portfolio includes product and environmental design and any element with a 3 dimensional nature - the mouse you are using, the chair you are sitting on, your radio - the list is endless.

In the retail environment purchase decision is based on a number of variables - the consumer's perception of the brand, brand recognition and indeed the aesthetic appeal of the product itself.

Research has proven time and again that purchase decision is based on a combination of "brand history" - prior knowledge, exposure and associations - and impulsive reactions within the retail environment. It is in this area that a 3 dimensional advantage is critical.

From point of sale displays to signage and store layout, as well as packaging, the final product, its colours, texture, olfactory and auditory sensations, every material and line has is assessed for its effect on the consumer psyche, whilst balancing aesthetic appeal and good functionality. Each decision has to be in keeping with the brand personality, the market requirements and of course costs. One element excluded from this delicate equation and the result is flawed.

To demonstrate design's influence on sales figures, the Raymond Loewy / Lucky Strike example is a classic. Loewy's seemingly simple and minor modifications to the Lucky Strike package (a duplication of the logo on both sides of the pack, sharpened typography and a white background) dramatically increased sales. That was in 1940 - the pack remains true to its revolutionary changes today. In his own words " between two products equal in price, function and quality, the better looking will outsell the other."

Whilst aesthetics must naturally be complimented with suitable functionality, the ability to blend both elements successfully is a winning formula. Certainly , you may advocate the fine lenses on your Diesel sunglasses, but the logo and style are really what attracted you to them in the first place. The fact that they fit well and feel comfortable are all actually bonus points that will hopefully have you singing their virtues to all your friends and family. A perfect harmony of form and function - cleverly intended and created by the designers at Diesel.

Alexander Manu - the brain behind much of the Oakley merchandise - considers his creations "Tooltoys, " in their combination of function with an element of playfulness. Obviously the Tooltoys concept appeals to the market - as Oakley's hold of market share continues to prove. But what really makes one fork out an exorbitant amount of cash for a need that really could be satisfied in a much more cost effective way? Quite simply we are creatures of ego - and whilst we require items to perform a function, it makes the process far more enjoyable if we can look good and appeal to our creative side at the same time.

Whilst billboards, radio and television are great in building awareness and recall, the actual decision to buy comes down to the that moment in store, does it look good and are there reminders and influencing items in the environment?

The bottom line? If you want to sell successfully, invest in the 3 dimensional area of your campaign - it can really make your sales figures the sexiest upward curve you know.