产品设计逆向分析论文.docVIP

Making Designs Dissonant By Stuart Hogue Products like the Bugaboo stroller and the Dyson vacuum go against the grain. They are counterintuitive. They command attention and a premium price. Probing what he refers to as an aspirational consumerism, Stuart Hogue distills principles that allow designers to break away from stereotypes and mass consumption into a world of self-expression and elite status. In the New York City neighborhoods where well-off new parents live, Bugaboo strollers are everywhere. Our sidewalks are congested with bug -eyed, sun glassed moms and Lacosted dads wheeling these all-terrain vehicles form one shop to another. These stroller drivers are hipper than the parents I remember growing up. Edgy style maybe a New York parents norm, but these strollers let parents break through the traditional mommy and daddy stereo-types that even urban parents have Bugaboos command $ 500 premiums over non-urban-assault strollers. While Bugaboos are indeed more versatile and rugged, the image defined by the products usage earns a significant portion of the premium. The Bugaboo and other status stroller entrants earn these premiums because they symbolize more than just socio-economic status .They also say“1 am young, urban, and athletic-1 have a life beyond tending to my child” The transformation of the mature stroller category into an explosive new market for aspirational products was no fluke. Self-expressive products like the Bugaboo succeed by producing cognitive dissonance in observers. Observers experience cognitive dissonance as they wrestle with the tension between their expectations for a product and its actual design. It used to be that a stroller needed only to be lightweight and compact to be successful. People did not expect Euro-styling and rugged-ness in a category traditionally defined by basic utility. By countering these expectations, the Bugaboo relies on c