Standard Article

Product Design

Part 5. Product Innovation and Management

  1. Robert W. Veryzer

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem05002

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Veryzer, R. W. 2010. Product Design. Wiley International Encyclopedia of Marketing. 5.

Author Information

  1. Robert Veryzer Research, USA

Publication History

  1. Published Online: 15 DEC 2010


This article encompasses product design as both the process of creating a product or the embodiment of a created item (a “product design”). Product design fundamentally arises from a problem or difficulty to be solved or a need or desire to be met. It involves idea generation, concept development, and formulation that spans a number of considerations as well as knowledge or expertise domains – human needs, problem solving, synthesis of technology, ergonomics, manufacturing processes, environmental concerns/sustainability, market viability/acceptance, engineering, industrial design, marketing, and so on. In terms of specifying the product design, several dimensions are discussed such as the function of the product and how that functionality is to be safely delivered, constituent or essential parts, positioning inclusive of (product) identity, emotional appeal, and differentiation from other product offerings. Since the pursuit of marketplace objectives (e.g., profitability, market share, or solving a difficult or previously unsolved problem) beyond the pure function(ing) of a product can play a substantial role in shaping a design, several fundamental product-design strategies that may be pursued in creating a product design are listed. Finally, a number of important considerations for product design and the product-design process are presented.


  • product design;
  • design;
  • product;
  • new-product development;
  • design process