AxisGroup International Inc.

Need and Want

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I Need a Watch, I Want a Swatch


One of the first products to answer the demand for both
function and emotional appeal was the Swatch wristwatch.

Before the Swatch, wrist watches were judged by the reliability
of their performance only. A good watch was one that told time
better than a bad watch. With its precision Swiss quartz motion,
the Swatch is an excellent time-piece.

But does it sell because of its excellent function or because
of its colourful straps and varied cases?

The user thinks, "I need a watch - I want a Swatch.
" The Swatch appeals to emotional wants as well as to
physical needs.

Products succeed on the basis of good design, but good design
is no longer just a matter of function. The minimum design
criteria must now include emotional appeal.

 

© 1993- 1995 Alexander Manu ©1995 Danish Design Centre "ToolToys - Tools with an Element of Play "
The author grants permission to make a digital or hard copy of part or all of this work for personal use provided that copies are not made or distributed for profit. The copyright notice and the title of the publication must appear on all printed copies.