The book “360° Industrial Design” is a practical reference work for design students and young designers that contains easy-to-understand images. It is also geared toward creative lateral thinkers, product and marketing managers and all those who are interested in intelligent design.

In this book, experienced designer Arman Emami analyses important fields relevant for product design from the idea to mass production. With suitable examples, enriched with his personal experience, the author creates a picture of the processes and background to successful product design, thus responding to the growing requirements in the design process.

Product design today poses new challenges

Process complexity is increasing, resources are shrinking and intense competition is forcing us to rethink the design process. The incredibly fast-paced world we live in means that we are faced with new challenges in product design. For example, aesthetic paperweights no longer count as a sophisticated design product. The era of decorative design, when design merely had to be “beautiful”, is long gone. It is no longer enough to create something new. Instead, products need a holistic approach and sustained improvement.

Those who wish to beat their competitors need to be aware that form, function, look and feel all have to harmonise, and also to take economic and marketing considerations into account. Today’s designers are no longer merely creative inventors. As people with an eye for aesthetics and pragmatic technical skills, they are required to link the tried-and-tested with the innovative and establish new focus areas.

Good product design shares one feature: a good idea

Arman Emami introduces the first chapter of his book by saying that the best ideas emerge when we notice everyday problems. Unfortunately, we still often ignore the everyday, failing to recognise how important it is to follow up a good idea systematically. According to Arman Emami, approaches for ideas are all around us. What sounds so simple is often not so easy. This makes it all the more important that his book is understood.

In his clear and concise texts, he dispenses with unnecessary jargon, philosophical theories and vague terms of reference. He presents his personal experiences, links theories that appear relevant from different fields and uses these to create a coherent overall image, namely his personal 360° view.

 

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