This article has been written by Mr. Devesh Singh Chauhan, a 2nd year student of Manickchand Pahade Law College, Sambhaji Nagar, Maharashtra. 

Introduction

Design is a field that thrives on innovation and creativity. The purpose of this article is to showcase how product innovation and branding can lead to the creation of unique designs that stand out from the rest. Innovation is the driving force behind the formation of exclusive designs, and the more research and analysis is done, the more creative ideas emerge.

Design is what sets products apart from others and defines their specifications. Innovation is present everywhere, and it helps in developing new services or products and improving existing ones to make them more comfortable and user-friendly. The current needs of users challenge designers to make their products compatible with the latest developments, and this creates more innovative designs that give a brand status to the product.

Innovative design is not just about aesthetics, it also helps in accelerating business financially and building customer trust. When a product is designed innovatively, it not only looks good but also functions well, making it more appealing to customers. Innovation in industrial design increases revenue and profits and also promotes business innovation.

Design

To gain a better understanding of something, it is important to be aware of its origin and development. The concept of design can be traced back to the 1950s and 1960s, and Herbert A. Simon was the first to describe the term in his book, “Sciences of the Artificial,” in 1969. During this time, architecture and engineering were in conflict due to changes in the environment. Design thinking was introduced by Peter Rowe in 1987, but it was not popularized. IDEO was the first company to introduce design thinking in 1991.

Design is a process of creating innovative ideas in the form of products and branding them. The public’s demand for new designs or enhancements to existing ones drives innovation. Design includes physical objects like paintings, patterns, configurations, ornamentation, and can be applied in two or three-dimensional forms.

The Role of Design and Designer

The design of a product has a significant impact on its performance and the results of quantitative research in New Product Development (NPD). Design is utilized in various ways throughout the NPD process and aids designers in their work. Every individual has a unique perspective, thought process, and skill set which enables them to adopt a broader approach to design. This leads to an increase in knowledge, information sharing, and innovation. Although anyone can come up with a design idea, it is the designer who turns it into a finished product.

Designers must analyze the needs of the public and the market’s current demands and then proceed accordingly to make their product valuable. They should also take into consideration the business and its economy. Designers play a crucial role in fulfilling the demands of the public while balancing the funds to make the product worth having and to increase business. By implementing their strategies, designers can add value to products and services, stimulate sales growth, and explore new markets. During the research phase, designers should focus on public wants, generate many ideas throughout the process, and create prototypes.

Product Innovation 

Product innovation is a dynamic process that involves the creation of new products or the improvement of existing ones. The main objective is to meet customer needs, increase market share, and drive economic growth. It is a critical aspect of business strategy that enables companies to remain competitive and relevant in the market. There are different types of product innovation, each with its unique value proposition.

• Radical innovation: Radical innovation, entails the invention of entirely new products that transform the market. These products are often groundbreaking and have the potential to change people’s lives. A perfect example is the smartphone, which combines several features of different devices in one, making life more comfortable and convenient. The innovation keeps adding new features, enhancing the product, and taking it to the next level.

• Incremental innovation: This involves improving existing products in the market by addressing the drawbacks and incorporating new features that meet the evolving customer needs. This type of innovation is vital in ensuring that products remain competitive and relevant in the market. For instance, the invention of floppy disk drives in 1967 was a significant leap in data storage technology. However, the technology had its limitations, leading to the invention of more advanced storage devices like compact discs (CDs) in 1979. CDs offered more storage capacity and were more durable than floppy disks. USB flash drives were later invented in the late 1990s, offering smaller sizes, larger storage capacity, and more convenience than both floppy disks and CDs..

• Process innovation: Process innovation focuses on improving the methods of producing or delivering products. It involves developing new systems, processes, and technologies that increase efficiency, reduce costs, and improve customer experience. For example, the rise of online platforms for shopping has revolutionized the retail industry, providing customers with a convenient shopping experience from the comfort of their homes. The platforms offer fast and reliable delivery services, enabling customers to access products conveniently.

The process of product innovation involves several steps, which are as follows:

• Idea generation: This step involves identifying a new product or design through imagination or brainstorming. 

• Concept development: Once an idea has been generated, the next step is to develop a plan for how to proceed with the idea and turn it into a tangible product. 

• Prototyping: In this phase, the idea or innovation is transformed into a physical or digital model that can be seen and tested in different modes and mediums. 

•  Testing: This step is crucial to ensure the safety and proper functioning of the product before it is launched. 

• Launch: Finally, the product is launched and made available to the public for use. This is the time when the product is introduced to the real world.

Product Branding

Creating a unique product image and name in the minds of consumers is a challenging task for designers. This is where product branding comes into play. Branding involves planning, implementing, and evaluating marketing activities to promote a product and its image in the market. The following steps can help create a strong product brand: 

• Brand identity: For a product to be successful, its branding should be strong and catchy. Communication plays a crucial role in branding. All marketing channels should communicate a clear, descriptive, and consistent message to the public. 
• Brand awareness: Advertising is a basic form of showcasing a product’s features and usability to the public. Repeated advertising creates a familiar image of the product in the minds of the public. This can be achieved through various marketing channels, such as social media, advertisements, and product launching.
• Creating a positive brand experience: Publishing positive customer experiences and feedback can help improve the product’s image. Providing assistance to customers can also enhance their experience with the product. 
• Monitoring and managing brand reputation: Supporting consumers at every step and taking steps to address negative feedback can help maintain and improve the product’s reputation.

Product branding is crucial for several reasons:

• Increase brand awareness: In a market flooded with numerous products, branding creates a strong identity that helps customers identify and remember your product. This, in turn, attracts new customers and increases sales.
• Build customer loyalty: Customer loyalty is a vital aspect of any successful business. A strong brand image helps retain existing customers and encourages repeat business..
• Differentiate products from competitors: A unique brand image sets your product apart from similar offerings by competitors. Branding also influences product pricing and sets premium standards. 
• Charge premium prices: Well-known brands can charge premium prices due to their strong brand reputation, even if there are alternative products available in the market.

Product branding comprises several key elements, including:

• Brand name: The brand name expresses the superiority of the product. Consumers identify the premium quality of the product by its brand name, such as Zara, Gucci, etc. 
• Brand logo: Most famous brands are known by their logos, which should be simple, memorable, and relatable to the brand name. 
• Brand personality: Brands hire public figures, models, and actors to represent their brand and provide their face to the brand. Brand ambassadors are often hired to promote the brand. 
• Brand message: Brands communicate with the public through messages related to their life or daily routine, which seem attractive to people and capture their attention.

The importance of design in innovation

Design plays a crucial role in innovation, as it helps to create new and improved products. By integrating design with innovation, businesses can achieve numerous benefits. Innovative design gives a new shape to a product or business, showcasing its unique features. Since the industrial revolution, technical innovation has been on the rise, creating new and modified products with the help of advanced computer technology, such as graphic design and creativity, to gain business innovation.

The importance of innovation in design can be expressed in several points, including: 

• • Creative structure of a product: As the saying goes, “the first impression is the last impression.” Therefore, every business wants its product design to be unique and feasible. Nowadays, without technological innovation, a product’s design may lag behind in the world of competition, making innovation even more important in the design industry.
  • Fulfillment of needs of users: The sole purpose of a business is to make its product or design useful, beautiful, and easy to use. Innovation bridges the gap between consumers’ needs and the company’s provision. 
  • Solutions to complex problems: Some problems existed before, while others emerged after technological advancements that never existed before. To tackle these problems, business innovation is the solution. Innovation can even touch parts that we never imagined before and find practical solutions to the product’s design.

• Increased market opportunities: The market opportunities for innovative, unique, and premium products are increasing day by day. The design innovation of a product makes it famous and attracts customer attention. The more innovative a product is, the more it sells, which increases revenue and profits. 

• A sustainable approach: In today’s era, many developed and developing countries are facing environmental issues due to their development and innovation. To control pollution and save the environment, many international organizations have formed to follow sustainable steps for development. Therefore, a sustainable approach in business attracts consumers’ attention, indicating that the product is eco-friendly and contributes to fulfilling sustainable goals. It is every designer’s duty to innovate designs in a sustainable manner and save the environment for future generations. 

Designers also consider the after-effects of product usage when it becomes waste and how it affects the environment. Therefore, the process of making should be sustainable to ensure that it does not harm the environment.

Conclusion

Initially, research on design thinking focused on identifying specific tools and techniques that could be used to address management issues. However, the concept was later presented as one that would work best when integrated into an organization’s culture.

Through this research, it can be concluded that design plays a crucial role in innovating ideas to create products that are better suited to the needs of society. With each step, design improves and becomes more unique, allowing it to compete in the market with other products. Branding provides an edge to the product, making it more appealing to a wider audience and creating loyal consumers for the brand.

Creative innovation and branding promote healthy competition between design industries, leading to the production of high-quality products that are constantly being improved and made more comfortable at each stage of development.

In conclusion, innovation is the key to success in the field of design. It helps in creating unique designs that stand out from the rest and also helps in accelerating business growth. By constantly innovating and improving, designers can create products that are not only visually appealing but also functional and user-friendly.

Reference

1. This article was originally written by Stephen Roper, published on Science direct. The link for the same herein. https://www.sciencedirect.com/science/article/pii/S0048733315001560#fn0020
2. This article was originally written by Nidirect editors, published on Ni business info. The link for the same herein. https://www.nibusinessinfo.co.uk/content/importance-design-innovation
3. This article was originally written by Elise Dopson, published on Shopify. The link for the same herein. https://www.shopify.com/retail/product-branding
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5. This article was originally written by Mahdi Eradatifam, Sahar Heydarabadi, Aida Shahbazi, published on Research gate. The link for the same herein. https://www.researchgate.net/publication/342153727_The_Impact_of_Design_Thinking_on_Innovation
6. This article was originally written by Murray cox, published on Medium. The link for the same herein. https://medium.com/pancentric-people/the-role-of-design-thinking-in-innovation-ba68a3d91683
7. This article was originally written by Nima Torabi, published on Medium. The link for the same herein.  https://medium.com/neemz-product/managing-product-innovation-f3377e4c80cc
8. This article was originally written by Stephen Roper, Pietro Micheli, James H. Love, Priit Vahter, published on Science Direct. The link for the same herein.  https://www.sciencedirect.com/science/article/pii/S0048733315001560#fn0020