Craig Vogel | Associate Dean of School of Design, Architecture, Art and Planning, University of Cincinnati, USA, author of "Creating Breakthrough Products"

Professor Craig Vogel is the Associate Dean of the School of Design, Architecture, Art, and Planning (DAAP) at the University of Cincinnati. He used to be the Associate Dean of the School of Design at Carnegie Mellon University and the former chairman of the American Association of Industrial Designers (IDSA). For the past 25 years, Professor Craig Vogel has been a consultant for more than 20 companies including Procter & Gamble, and has provided consulting and management for dozens of research projects and design studios that cooperate with the industry. He was recognized as one of the most respected design educators in the United States among the best design and architecture schools listed in design publications in 2008 and 2011.

Speech video

Content overview

In his speech, Professor Craig Vogel shared materials with us and analyzed the role of new materials in the global service economy.

First, Professor Craig Vogel talked about two development trends in raw materials. One is that the materials produced by the company have some special functions. These companies will compete with other companies to find more market opportunities. In addition, society will change as a result, this kind of power can make raw materials and processes better and better. The company pushes from the inside out, and there are consumers and companies who have this kind of demand and need some new materials. In particular, high-tech products, computers, and software continue to promote materials to become better and better. Whether in the government or military fields, the development of raw materials is very rapid, and they continue to promote more flexible architectures for production.

Professor Craig Vogel's book "Creating Breakthrough Products" mentions service design. Professor Craig Vogel believes that every company is now a service company, but only that these services have different latitudes. The information system is a service economy, and the experience of each of us is changing.

In the upper left corner, the earliest Washington Monument in the United States is made of aluminum. Aluminum used to be the most expensive raw material in the world. It takes a lot of heat to make aluminum, and there are some special technologies, just like the lighter silver materials. Now that aluminum is recycled, aluminum beverage cans are recycled to make works of art, and you can see that the value of raw materials has changed over time.

This is a page in Professor Craig Vogel's book, so why don't everyone use aluminum now? Why are plastic bottles used for drinks? Where is the value of different packaging? In the book, Professor Craig Vogel describes the value of a product or a raw material, where each package has its own value, and where there is not so much value. Different materials have their own advantages and disadvantages, and finding these points can make them more competitive.

To this end, Professor Craig Vogel gave us a case of Procter & Gamble, how to integrate products into people's lives. The small bottle on the left is a shampoo launched in the 1970s. At that time, the main concept was a very healthy shampoo, so environmentally friendly materials were used. In 00, the market share dropped a lot. At that time, a new concept was launched. They wanted to launch a new image to attract women between 15 and 25 years old. On the right is the series they launched, using very bright colors on the packaging. Procter & Gamble spent two years doing a lot of research, using three kinds of plastics and re-changing the bottle to ensure that this color can be matched to each series. Because of this remodeling, this brand has changed from a very low market share to a market share brand. This is a new reorganization. If the graphic element can convey information well, and then integrate it with the information transmitted by color and the detailed information transmitted by shape, it will become the protagonist of the market.

In addition, Professor Craig Vogel also mentioned a concept of "empowerment". There are many people in Cincinnati who need to be empowered. They have many ideas, but they don't know how to do business. Professor Craig Vogel's team will help others to empower various abilities, such as cooperation with some children's hospitals and cooperation with Boeing. These cooperation projects have many external resources that can be linked to the school.

This is one of the very interesting projects designed to continuously help these people with difficulties, such as the disabled. In this era of life, someone is physically incomplete and can design such a product for him to run faster than a healthy person. By helping these disabled people, empower them. Different products and different services are well integrated in the digital world, bringing qualitative improvements to people's lives, and the speed of development will become faster and faster.