Is design sometimes unnecessary? The short answer: yes, sometimes it’s better to leave it out.
The longer one: good design enhances almost every product – its function, its perception and its market potential. Over the past 30 years, I’ve worked on projects ranging from production machinery and vehicles to rescue equipment, capital goods, B2B electronics, consumer electronics, toys and even ice lollies.
But there are situations where design is not the right solution – yet. At exactly those points, it’s my responsibility not to push for “more design” but to give honest advice.
When is design not worthwhile? – The STOP criteria:
Profitability
If reworking a product isn’t financially viable, even the best design won’t help. In such cases, smaller supporting measures such as product graphics or packaging may be more appropriate.
Competition
Do you have a monopoly, or is your product unrivalled? Congratulations – you’ve hit the jackpot. Then you don’t need design – not yet. But markets change. Competitors rarely wait long, and an advantage can quickly be lost.
Price sensitivity
For products where every penny counts, design may initially seem like an added cost. Yet good design can simplify processes, save materials or embed an unremarkable product within the company’s brand world. Still, in extreme cases, restraint is the wiser choice.
Distrust
Some customers react with suspicion if something looks “too good” – they assume hidden costs or deception. My approach: design should not put the designer centre stage but strengthen the product itself. Where quality criteria aren’t recognised or valued, design may indeed be out of place.
My promise
As a designer, I see opportunities for improvement almost everywhere – but it’s also my role to give honest advice. Not every project needs comprehensive design. Let’s have an open conversation about whether, and how, design can help you.