Style

The least studied of the three dimensions of product creativity is Style.  This term refers to the product’s “personality,” or “face to the world.”  Is this product one with a lot of pizazz or is it something that appears more steady, safe, and reliable?  The important thing about Style is that the product properly conveys the personality that you intend.  Style is increasingly important in purchase decisions, and no matter what your product’s style is, it should be a consistent, predictable element of your brand identity.

There are three facets or aspects of perceived product style identified by the CPAM.  These are Organic, Well-crafted, and Elegant.

An Organic product is one whose elements look natural together.  The parts are harmonious and the product incorporates the parts into a smoothly articulated whole.  The word organic implies life and living systems.  You’ll give your product life if you can develop its organic qualities.

We can all recognize a Well-crafted product.  It is frequently mentioned in relation to fine furniture, watches, or expensive automobiles.  This craftsmanship  implies an attention to detail that goes beyond the ordinary.  Many users appreciate this extra care in products.

Elegance in products does not mean fancy fills and furbelows.  In fact, an Elegant product is simplified and refined to its ultimate essence.  For a product to be called “elegant” is a high praise indeed.  For this reason, many marketers include the word “elegant” in advertising.  You can try that, too, if you want  to be liked.

If you can assess, strengthen and develop the Style of your products, you have a secret weapon for success with today’s sophisticated buyers.