What kind of company do you have? Not in terms of product but in terms of the statement that your company makes. What message is being sent by the products that you sell? Perhaps your product design say that you care about the environment. Maybe they say that you have a strong sense of tradition and family values. On the other hand, maybe it says that your company prides itself on innovation above all else. In any case, a consistent sense of design can send a clear message about your company’s mission and ethics, and you want to ensure that the right message is being sent.
When you design your first product, the sky is the limit in terms of coming up with a unique but appropriate creation. However, as your company continues to grow and expand, you will naturally develop new products. A name brand and a memorable logo help to ensure that consumers know your brand when they see it, but nothing can be more effective in shaping the essence of your brand than the overall design. Suppose you have one product that has an old-fashioned look that appeals to the consumer’s sense of nostalgia, another one that looks like something out of Star Trek, and a third that takes a minimalist approach. There’s no message there.
Now this is not necessarily a bad thing. All of those products may sell very well, but imagine if you can create a whole line of products that all say “This is the future!” or “Take us back to a simpler time!” That design not only influences the consumer’s choice of that individual product but it also creates an emotional connection to your overall brand. That’s how you turn a one-time customer into a life-long one.