Something To Talk About.
Having recently contemplated the purchase of an external hard drive, I was very aware of one company's use of design as differentiation. But the headline of this article The Hard Drive as Eye Candy really doesn't do the strategy justice.
Echoing Thomas Heatherwick's outlook, La Cie's Phillipe Spruch stresses the importance of design because of the reassurance it gives.
“Design is a translation of a well-done product, and people want to feel safe about their storage,” he said. “It’s not just about the product being trendy.”
Design matters because attention to detail on the surface projects the message that you pay attention to detail elsewhere but it also socialises a complex technical message.