WRITTEN BY: Ayça Çakmakli
IF SOME OF THESE IDEAS SEEM FAMILIAR, YOU’RE RIGHT: WHAT YOU LOOK FOR IN A PARTNER IS ALSO WHAT YOU WANT IN A PRODUCT, ARGUES SMART DESIGN’S AYÇA ÇAKMAKLI.
...To better understand the attributes of a product or service that matter most to people, I studied the traits we look for in an ideal mate or long-term partner. I combed through scientific studies from the fields of sociology, anthropology, and psychology, bubbling up seven universal traits that most of us look for in a mate. Then, using my experience as a design researcher, I mapped these traits directly to people’s experiences with brands, products, and services:
1. SOCIAL STATUS
We are often drawn to partners that project the type of lifestyle to which we aspire. Brands understand this desire; they create elaborate worlds for us to be a part of. For instance, there is truth in the saying, You are what you drive. A Prius owner predictably has a different set of values than someone who drives a Mercedes. So if it turns out a brand doesn’t align with your core values, the relationship will inevitably fail. That’s the difference between a short-term and long-term relationship....
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