What allows company’s to charge it’s premium for a product or service , and the reason why designers can get away with charging 200 dollars for something the size of a credit card or a clock that doesn’t indicate the exact time is the intangible emotion that we as designers provoke upon the consumer. It’s not just a product’s looks, it’s the experience you have when humans interact with what you made, both physically and mentally. So that’s why when I design, I’ll constantly ask myself how does this element affect the experience. How would this element affect what “they” will take away from your design.
This is what separates a good design from a great design: whether or not the experience conveyed by the physical design stays true to the mental experience. Porche’s 911 does everything that it’s sleek sexy and efficiently aerodynamic body says it does. It’s got the engine and the horsepower and the technology. Apple is another good example in that the design of the Mac with it’s simple unibody aluminum frame and curved edges provoke a simple experience that’s gentle and yet gets the job done, no questions asked, no distractions, no unnecessary wait.