5.

PRODUCT ANALYSIS and SYSTEMS

5.
Product Analysis
and Systems

The authors have attempted to use images that are free of copyright restriction however if there are omissions or
inaccuracies please inform us so that any necessary corrections can be made. The authors are also grateful to those
businesses and agencies including Dyson, Blackpool Creative, Rob Law CEO Trunki (images and text provided by
Trunki.co.uk), PROTO 3000 and Matthew Cooke that have given permission for images from their websites to be
used in this work.

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5. PRODUCT ANALYSIS and SYSTEMS

Visible Attributes of Products

FORM and FUNCTION
These are the features that have an initial impact on the customer.
AESTHETICS
How a product looks, it’s appearance.
 SHAPE
 COLOUR
 FORM
 TEXTURE
 USING
 FUNCTION - how you can work it?
 STYLING
 FASHION

Think about ABOVE the LINE FEATURES when looking at

Visible Attributes—shape, colour, user interface.

Visible Attributes are very important - the visual appearance of a

product can affect if the consumer would buy the product.
These products have unique
visual appearance and make
them unique. This can affect if
the consumer would buy the
User Interface - Visible features on how the customer will use the product
product.

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5. PRODUCT ANALYSIS and SYSTEMS

Modern Design & Styling.

This is how a designer would consider the appearance of a product.
[Aesthetics]

Styling is important to a company so that their product carries a

certain style and can be distinguished from other products. This
can be shape, form, colour etc. Many products that basically do the Even modern trains have been
same thing are on the market, but they are styled in a different styled to improve aesthetics and
way so they look different. This is the feature that would appeal to performance
different customers or target audience.

Growth of mass production: Designers made products for mass

production, these then reflected the machines that made them
‘industrial design’ meaning every product would look virtually the
same!

Designers realised that by styling, consumers could distinguish

products from competing products.

This can be done with any product by streamlining, smoothing or

rounding off shapes. Examples of this can be seen in products such
as trains, cars, staplers etc. Development of materials have helped
this - sheet metal, plywood and plastics can be formed into shape.

Basically these kettles below have the same function but are styled
differently. Which one would you buy?

Styling of modern cars

Michael Graves ‘Bird’ ‘Hot Bertha’ Kettle

kettle for ALESSI from Phillip STARCK

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5. PRODUCT ANALYSIS and SYSTEMS
Jonathan Ive was responsible for re-styling the appearance
of a computer. The original iMac could be distinguished
from every other type of computer because it’s appearance
was totally different—this was down to the consideration of
styling and the aesthetics of the product. The Apple
company is responsible for innovative styling in their
product development. The knock on effect of this is that a
number of other computer companies and manufacturers
have realised that the styling of the product [shape & form]
is important to selling their products.

Designers develop and refine their ideas to improve their

visual appeal [Styling]

RETRO STYLING
Retro styling is very popular, modern
products are based on old designs but
include new technology and refinement.

1940 Roberts Radio 2000 Roberts Radio same

design but with modern
technology DAB Radio etc

1960 VW Betle 2017 VW Beetle

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5. PRODUCT ANALYSIS and SYSTEMS

Standards associated with Design & Manufacturing

ISO International Standards
Standardisation in the context related to technologies and industries, is the process of
establishing a technical specification or standard among manufacturers in a global
market. This will bring benefits to everyone concerned. A M4 threaded screw would be
the same in the UK, Europe, USA or China. A hand torch designed and manufactured in
China could have a standard AAA Battery holder that would be standard in any country.
All of Europe now uses 230 volt 50 Hz AC mains electricity. The metric measuring
system is standard across the world.
Most of the products we buy depend on these standardisation—Battery powered products, TVs, nuts and bolts,
light fittings, CD Players.
The industry standard is the ISO 9001—millions of manufacturing companies around the world from over 160
countries have acquired this accreditation. Compaines and businesses use this standard to demonstrate their
ability to provide products and services that meet customer and regulatory requirements.

BSi - British Standards Institution

British Standards Institution (or BSI), is the national standards body of the
United Kingdom. BSI produces technical standards on a wide range of
products and services, and also supplies certification and standards-related
services to businesses. It serves the interests of a wide range of industry
sectors as well as governments, consumers, employees and society overall,
to make sure that British, European and international standards are useful,
relevant and authoritative.

Products have to comply with this standard before they can be sold to the
public .

Kite Mark
The Kite Mark used on products
Products have to comply with safety regulations.
that have passed BSi safety
regulations
Consumers have confidence in products if they have the kite mark they
know that they are safe.

EUROPEAN REGULATIONS

The CE marking certifies that a product has met EU consumer safety,

health or environmental requirements. Consumers in Europe can have the
confidence that the product has passed these tests when buying the "Conformité Européene" translates
product. to European Conformity

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5. PRODUCT ANALYSIS and SYSTEMS

QUALITY MARKS ON PRODUCTS

Manufacturers have quality marks on their products. These
quality marks usually show that the product has been tested
for a certain quality.

Toys
Toys could be tested for Choking hazards, finger traps, toxic
finishes, sharp items. The packaging would have logos
showing that the product has none of the hazards.

Toys would have regulations regarding

choking hazards
Furniture & Clothing
Fabrics, furniture, clothing can have a flammability test. They
would carry a Logo showing that they have passed a
flammability test.
Furniture have regulations regarding fire
hazards
Food Products
Food can be tested. Eggs would have the Lion Quality Mark
on them. Farm produce would have the Food Standard
Assured Logo. Food would have regulations regarding
quality and source

Safety Equipment
Crash helmets would be impact tested to see if they would
protect a humans head.

Safety equipment would have to pass tests

to prove that they are suitable for purpose

Electrical products
Electrical products will have been tested for safety.

If a product carries these quality marks the customer Electronic products carry safety marks to
will have confidence in the product. prove that they have passed safety tests

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5. PRODUCT ANALYSIS and SYSTEMS

Comparing products by
evaluation

2017

iPhone 3 Launched 2009

2009 iPhone 8 Launched 2017

KEY CHANGES REASON

SIZE The size of the iPhone 8 is larger than the iPhone 3 but the iPhone 8 has many more
features and functions of the smaller iPhone 3. Due to technological developments
battery size has been reduced. Computer components are getting smaller but more
powerful so more features and functions can be incorporated into the product.
SHAPE/FORM Technological developments in manufacturing processes have enabled the designers
to use more advanced materials. The casing of the phone can be formed into a more
complex, thinner shape but still have the strength. Glass technology has enabled
Apple to make the display with much higher clarity than the original version.
FUNCTION The iPhone 8 has many more features—better quality camera, more memory, superior
display, processor speed.

These developments have occurred by continual evaluation of products and the continual need for
improvement.
 Improvements come from analysing on features that can be improved.
 Feedback from consumers.

 Analysing similar products from competition.

 Technological development—what are the current technological developments that can be used on a
newer version?

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5. PRODUCT ANALYSIS and SYSTEMS

EVOLUTION of PRODUCTS
Why do products develop or change over time?

1960s electric kettle 2000 electric kettle 2017 electric kettle

Products change over time. This is called EVOLUTION.

The above product has changed over time:-
The main changes are
1.SHAPE
2.MATERIAL USED
3.TECHNOLOGY
SHAPE
This is due to styling - designers are more aware of making their product different from its competitors. This is
also possible because of the material. Polypropylene plastics are used for the modern kettle body.
Polypropylene can be injection moulded into very complicated shapes and forms. This could not have been
done 50 years ago because the material was not available. Due to this material designers can be more creative
with their design work. Because mild steel was used 50 years ago the shape was limited to the working
properties of the material. Manufacturing techniques have improved and been developed over the years so this
has affected shapes and forms of many other products .

MATERIAL
Polypropylene is used for the body which has better insulation properties than steel. Modern plastics can be
formed into interesting shapes and forms by using complex injection moulding processes.

TECHNOLOGY
Some modern kettles have Smart Materials or Thermochromic ink in polymer panels that change colours when
hot. Sensors inside kettles switch them off automatically when water is boiled to save energy and to be safer.
These types of technology weren't available in the 1960’s.

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5. PRODUCT ANALYSIS and SYSTEMS

ENVIRONMENTAL ISSUES
Some products have been re-designed in consideration of the environment

All of these products have been developed with the

environment in mind. Wind up radio and calculator saves
the need for batteries. Plastic bags have been re-designed
with the environment in mind by using a different material
that decomposes naturally.
Solar panels on calculators and garden lamps
Garden lamps that need no wiring or electricity.
Cars have been re-designed with consideration to
environmental issues. Better fuel consumption, fuel cells,
rechargeable batteries.

Wind Up Radios and Torches Cars with rechargeable energy Solar panels on Roofs are quite common
these days

GLOBAL WARMING and CLIMATE CHANGE

Many of the changes are in response to Global Warming and the
climate change. Global warming is caused by a phenomenon
known as the greenhouse effect. A greenhouse (or glasshouse) is
good for growing things because it traps heat inside and stays
hotter than the atmosphere around it.
Global Warming is caused by the build up of the greenhouse
gases such as carbon dioxide. When people use fossil
fuels like coal and oil, this adds carbon dioxide to the air. When
people cut down many trees (deforestation), this means less
carbon dioxide is taken out of the atmosphere by those plants.

In response to this Governments around the world are

attempting to reduce the emission of harmful gases into the
atmosphere.
Many countries adhere to this but unfortunately many do not.
Major manufacturing countries like China still depend heavily on
fossil fuels for their manufacturing processes. Many countries depend heavily on Fossil
Fuels in their manufacturing processes
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5. PRODUCT ANALYSIS and SYSTEMS
Government Policies and Legislations
Government policies have an effect on how designers address
problems for example:-
Policies state that products must have:-

 Eco Labels

 Low sulphur diesel

 Lead free petrol
 CFC free Aerosols
 Flammability standards on furniture
 Since 2011 in Wales all plastic bags used at supermarkets
must be paid for—5p charge. This encourages people to RE-
USE their bags. Some retailers are reporting reduction in the
use of plastic bags of between 35% - 96%. Products carry Labels stating that they
conform to legislations

Usually if these products do not conform to the government

requirements the consequences will result in higher taxes or
financial penalties.

On the other hand due to the extra work and development involved
in developing the product the product can be sold for a higher
price.

Some Citys have car free zones to reduce emissions

UK Government have intention of banning the sale of Petrol and

Diesel cars from 2040. Designers of all form of transportation will
face challenges to develop new practical forms of transportation
that will not use oil based fuels.

The New Tesla and Nissan Leaf Electric cars are already UK will ban all Petrol and Diesel cars
available in the UK from 2040.

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5. PRODUCT ANALYSIS and SYSTEMS

INTELLECTUAL PROPERTY
Intellectual property is a right that is bestowed by the Patent Office which gives legal recognition to the ownership
or brand names and gives the proprietor the right to prevent other people from exploiting or copying their
property. Intellectual property rights apply to FOUR different areas:
1. Registered designs and the design rights
2. Registered trade marks
3. Patents
4. Copyright.
These Intellectual Property rights enable innovators access to a system by which they can benefit from their
ingenuity. Typically the rights may be sold, licensed to others or used to safeguard investment in new ventures.

DESIGN RIGHTS
Design is all about the way an object looks: its shape, its visual appeal...it's all in the design.
Registered Design

A registered design is a monopoly right for the appearance of the whole or part of a product, resulting particularly
from the features of lines, contours, colours, shape, texture and materials of a product or its ornamentation.
These designs could be anything from patterns on textiles or plates to the shape of a car or the design of part of a
product, such as a kettle handle.

 Protects only the visual appearance of an object.

 Lasts for an initial period of 5 years.
 Can be extended in four 5-year terms to give protection for a maximum of 25 years.
 Becomes a property which can be bought, sold, hired or licensed.

The features of the design can be as follows:

 Shape and configuration (three-dimensional);
 Pattern and Ornament (two-dimensional).

The products have DISTINCTIVE external shapes. The shapes are protected by a Registered Design

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5. PRODUCT ANALYSIS and SYSTEMS
Registered Trade Mark

Trade marks are symbols (like logos and brand names) that distinguish goods and services in the marketplace.

 A sign which may be represented graphically.

 Distinguishes the goods or services of one company from another.
 May include words, designs, letters and the shape of goods or their packaging.
 Provides legal protection.
 Application fee of £200 and a further £50 for each other class.
 Lasts indefinitely, lasts 10 years and can be renewed every 10 years.

These Logos are Graphical products and have been protected by a Trade Mark TM or ®

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5. PRODUCT ANALYSIS and SYSTEMS
COPYRIGHT
Copyright protects many types of work, from music and lyrics, photographs, books and knitting patterns.

AUTOMATIC RIGHT

You don't have to apply for copyright protection. So whether you write a book, take a photo, or compose a song,
it's automatically protected.

It may help protect your work by displaying the © symbol, your name, and the year in which it was created.

Buying a copyright protected work doesn’t give you the right to broadcast or copy it – even for private use (e.g.
making copies of CDs).

Using copyright protected works usually requires contacting the owner or a collecting society who may agree a
licence.

PROTECTION

There will usually be more than one copyright associated with a song. If you are the composer of the music you
will be the author of the musical work and will have copyright in that music. The lyrics of the song are protected
separately by copyright as a literary work and will usually be owned by the person who wrote them. The term of
protection for an original musical and literary work is the creator's life plus 70 years from the end of the year in
which he/she dies.

If a song is recorded then copyright in this sound recording lasts for 50 years from the end of the year in which it
was made or, if published in this time, 50 years from the end of the year of publication. If the recording is not
published during that 50 year period, but it is played in public or communicated to the public during that period,
then copyright will last for 50 years from when this happens.

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5. PRODUCT ANALYSIS and SYSTEMS

PATENTS

Patents protect the features and processes that make things work. This lets inventors profit from their inventions.

Once your invention is patented no one can copy, make, sell, or import your invention without your permission.

A patent protects new inventions and covers how things work, what they do, how they do it, what they are made
of and how they are made. It gives the owner the right to prevent others from making, using, importing or selling
the invention without permission.

Your invention must:

 be new
 have an inventive step that is not obvious to someone with knowledge and experience in the subject
 be capable of being made or used in some kind of industry.

A patent gives you the right to stop others from copying, manufacturing, selling, and importing your invention
without your permission. The existence of your patent may be enough on its own to stop others from trying to
exploit your invention. If it does not, it gives you the right to take legal action to stop them exploiting your
invention and to claim damages.

The patent also allows you to:

 sell the invention and all the intellectual property (IP) rights
 license the invention to someone else but retain all the IP rights

https://www.gov.uk/government/organisations/intellectual-property-office

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5. PRODUCT ANALYSIS and SYSTEMS

INTELLECTUAL PROPERTY—Overview
1. Patents
2. Trade Marks
3. Copyright
4. Designs
Protects the rights of the designer - he can sell the design or he will gain financially if his design is used
by someone else with his permission.

PATENTS TRADE MARK REGISTERED COPYRIGHT

DESIGN RIGHT

Time 20 years must be Lasts for ever. Up to 25 years 70 years after the
renewed every year Renewal every 10 death of the author
years
Protection In the UK In the UK In the UK The World

Protects against Your idea being sold Use of your logo or Your product being Your work copied or
or made by someone trade mark by others copied or sold used without your
else consent
What is Inventions Brand identity, Appearance of the Music, art, film,
protected Words, Logos and product - shape books and
signs broadcasts

COPYRIGHT

PATENT
Dyson (2001)
The vacuum-cleaner
designer took legal action
against Hoover after
Hoover launched its
Music, Films, Books. There are many issues
'Vortex' vacuum cleaner using a process similar to Dyson's
with people illegally downloading music or
dual cyclone vacuum cleaner. Hoover was found to have
films from the Internet without paying for
infringed Dyson's patent and Dyson has received
them. Here the creator suffers because he
substantial damages for the impact of the infringing
doesn't get any financial reward for his
Hoover machine on the sales of Dyson vacuum cleaners.
work.
Hoover received an injunction preventing it from using
Dyson's technology, even after expiry of the patent.

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