Designing products to correspond to consumers' needs

Companies are preoccupied with their own internal affairs and problems with their competitors. Consequently, they do not attach enough importance to the product they offer. In a market where consumers are spoilt for choice, the most successful products are those which, in addition to their basic functions, "feel right " (in terms of symbolic signfiicance, appearance, feel, and sound). Designers must consider all aspects of the product in relation to the consumer, giving the major consideration to the consumer. If designers are involved in the creative process from start to finish and are recognised to be as important a department as any other in the company, they can then contribute to the creation of a successful product. There is still a long way to go before design can realise its full potential in companies. Nevertheless, this is a difficult but passionate path.