Whether it makes coffee or drills holes in walls, whether it's a luxury item or a basic model, just about every modern household product is expected to have some style to it, according to dpa. But pretty packaging is not the same as good design and the challenge facing most designers is to bring form and function together. "Bad design means that ergonomics and functions were not given high enough priority," says Peter Knopp, an industrial designer from Scheyern in southern Germany. Samples of bad design include mobile phones with tiny buttons or those beautiful kettles whose owners run the risk of burning themselves, if they pick them up clumsily. "You annoy customers with things like this and destroy a designer's reputation." "When most people think about design, they just think about styling," says Michael Lanz of designafairs in Munich, one of Germany's largest independent design agencies. But design is really the sum of a product's parts and the product has to be functional and easy to use. "All needs have to be met," explains Lanz. "Design should make technology understandable and accessible. It should ensure that people can make use of devices," explains Gerd E. Wilsdorf, chief designer for Siemens Electronic Devices in Munich. The ultimate goal is to make a product that can be used without instructions - such as switches or displays which direct a user. Industry insiders call such an achievement intuitive handling. Design has lost the elitist image, says Oliver Schmid of Politur, a trend research company in Berlin and is now fundamental when buying a hair dryer, mixer or drill. "The focus on style is not limited to designer products. It can apply to items from the supermarket or a coffee shop." On the one hand, emphasis on design can make everyday life nicer, but it can also backfire. "People become numb in view of so much design," says Knopp, adding, "It's OK in the world of fashion as most people follow trends when buying the latest pullovers, dresses or shoes." But although trends are unimportant when buying a kettle or a coffee machine, manufacturers cannot overlook design. "Companies need an outward image. It's not enough today to focus solely on the function, if there's no competition," says Knopp. Nor does a well-known brand name suffice any longer. The shape of a product has to stand out as design is an important factor in communication and this applies to any item - be they jackets, bags, computers, washing machines or sofas. "We get to know the items that we use," says Munich designer Stefan Diez. Developing a new product usually involves a three-way battle between design, engineering and marketing staff, Wilsdorf says, adding, "Whoever has the best arguments, wins." "But if something does not work, consumers won't play along. Then it falls back on the company," says Bockwoldt. All items have to be tested thoroughly before they go into production. Siemens has at least 100 people testing new products and lists of problems are compiled from their input. WMF sends its handmade products out for three-month field tests. Ultimately, the product has to be "easy to use, to clean and it can't break too easily," says Lanz. If an item stands out from the rival products, then designers can pride themselves on a job well done.
