A simple bracket as the one illustrated above takes something like 3 weeks to design and another 3 weeks to document for fabrication. A piece no larger than the size of a very large hand this bracket is made from cut plate steel, and hence not a mold or casting. It looks more complicated than it really is, and hence can be deceiving to the naked or untrained eye. All products that are commercially successful would have had the consumer in mind at one point or another. Designs have added value when it can be traded and has potential to make an impact on the consumer market [sensational value], even if it already has artistic merit and may not be bought and sold as would a commodity.

A enviable and attractive project in this sense attract investments because of their commercial potential, and in due course attain marketability, and intrinsic value or quality. Capital and creativity and good design alone cannot promise commercial success. Design, if it is to be the new currency of the next generation, must be tailored to meet the ever changing cultural and demographic pattern of consumers, as reported recently in India. Social behaviour affects the long term investments that design companies will make. Ultimately this implies that branding companies will soon look at demography studies as an important element in the development strategy of their products.

Modernist and exemplary product design has been steered into high gear by the likes of Philippe Starck, Marc Newson and Hani Rashid.



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