| General Motors, Ford and Chrysler, the historic "Big 3" | | | | designer for Tiffany in the 1970's and famously |
| American automobile manufacturers are on a | | | | collaborated with fashion designers Halston and |
| deathwatch. Their collective futures appear to be | | | | Giorgio de Saint Angelo to accessorize their most |
| solely dependent on the political whims of the United | | | | famous haute couture fashion collections. |
| States Congress. As they burn cash, are strangled by | | | | Her most recognized and lasting design is the "Peretti |
| huge legacy labor obligations, confront perceived | | | | Floating Heart". The simplicity of the piece is |
| quality issues and offer cars that are out of step | | | | enhanced by the undulating wavy cleave that is |
| with consumer tastes and needs, the future looks | | | | inherent in the object. The heart seems to float and |
| bleak for each. | | | | engenders a feeling of warmth that connoisseur's |
| There are many reasons for the demise of these | | | | have valued for decades. The " Peretti Floating |
| legendary manufacturing behemoths. I believe the | | | | Heart" has been a mainstay in Tiffany's stores and |
| most important cause is that for too long they did | | | | catalogues and been offered in dozens of styles, |
| not emphasize unique, elegant design. It does not | | | | pieces and combinations since it's initial presentation. |
| cost any more to make an ugly car than a handsome | | | | The timeless influence of this design alone would |
| car. When I sit at a traffic light today I cannot | | | | insure Elsa Peretti's place as one of the great artisan |
| differentiate one American model from another. As a | | | | designers in history. |
| child growing up in 1950's America, I clearly remember | | | | When Halston began work on his eponymous |
| going for Sunday rides and identifying every car | | | | fragrance brand he turned to Elsa Peretti for |
| make by the rake of the fenders, the unique | | | | inspiration. Her adaptation of the "Peretti Floating |
| headlight treatment, grille fascia and the vivid | | | | Heart" into the stylized sculpture that became the |
| two-tone sherbet colored paint jobs specific to each | | | | Halston perfume bottle is considered one of the |
| model. What happened? | | | | classic designs in the history of the fragrance |
| Design in product development is crucial to product | | | | industry. It sells briskly to this day. |
| desirability. A Krups toaster is more aesthetically | | | | Ms. Peretti, like Raymond Loewy, Pininfarina, Felini and |
| pleasant than a pedestrian Emerson model. An Italian | | | | Erte created design, art, and fashion that is timeless. |
| leather sofa is typically more stylized and desirable | | | | These artists realized that form and function are |
| than a chain store sofa offering. Apple computers are | | | | actually one joint element that can insure commercial |
| more visibly enticing than their competitor's units. | | | | success. We forget this at our peril. Just look at the |
| Who would not rather drive a Smart car than a Geo | | | | current situation of the "Big 3". |
| Metro? | | | | When we review new product submissions at our |
| The most desirable design features are usually simple. | | | | marketing consulting firm we apply a simple |
| In industrial design the term "elegantly simple" is used | | | | methodology to measure potential commercial |
| regularly to denote product improvements that are | | | | success. Does the item adhere to the basic principal |
| not overbearing or complex. This concept is a | | | | of "Occam's Razor"? |
| modern adaptation of "Occam's Razor", a theorem | | | | Are the features and benefits inherent in the |
| proposed by an ancient monk that the most useful | | | | submitted item an advance over existing products in |
| solution to problems is almost always the simplest | | | | the space? Is the form and design distinctive enough |
| solution. | | | | to clearly differentiate the item from competition? |
| There are many wonderful examples of designers of | | | | These are only a few of the elements we review |
| that have enjoyed great success by employing | | | | when grading opportunities. |
| "elegant simplicity". One of my favorites is the classic | | | | Product designers, inventors and entrepreneurs need |
| modern jewelry designer and artist, Elsa Peretti. Her | | | | to study history's successes and failures. Businesses |
| body of work is a classic collection of "less is more". | | | | come and go. Brands soar and decline. You are never |
| Ms. Peretti, born in Florence, but residing in New York, | | | | the greatest, only the latest. Unique design is |
| has been a fixture on the international jewelry design | | | | invaluable to long-term product success. Do not |
| scene for over 30 years. She became a principal | | | | dismiss this crucial product component. |