ABSTRACT
Concept design aims to produce design principles for the new product. These should be sufficient to satisfy customer requirements and differentiate the product from others on the market. Specifically, concept design should show how the new product will deliver its core benefit proposition. Prerequisites for effective concept design are, therefore, a defined core benefit proposition and a good understanding of both customer needs and competing products. Armed with this information, concept design sets about producing a set of functional principles for how the product will work and a set of styling principles for how it will look.
