Design and Product Identity Development for Flat Screen Color Television

摘要

Although design has significant weight together with picture quality and price in sales of color television sets as well as other consumer electric appliances, differentiation of these purchase determination factors is difficult and it is not easy for the user to select from among similar products. In response to these circumstances, Toshiba developed and introduced a flat screen television with a new design concept in 2000 and has continued development of the same design concept up to the present time. This design development combines quantitative design evaluation using a statistical technique with idea development based on the designer's sensitivity, in order to maintain differentiation in the market and strengthen the product identity.