AxisGroup International Inc.

Need and Want

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Product, Perception, Patterns



Shopping is a symbolic activity, in which products are
assessed and bought on the basis of intuitive perceptions of
value and simulated function, rather than any pragmatic
assessment of the real function.

In the simplest case, the shopper follows a clear
decision-making sequence. Available products are
assessed first for appearance and then for size, 'feel,'
and 'value,' followed by a test of performance. Whether
the person is buying a stove or a raincoat, the process
is surprisingly similar.

Appearance is of the greatest importance. Someone who
plans to buy a chair first identifies all the 'nice' chairs and
promptly eliminates all of the others from consideration.
Under no circumstances will a user review the other
attributes of a chair once it has failed the 'appearance test.'
No features of comfort, material or price are persuasive
enough for such reconsideration.

 

© 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.