A Product Leaflet’s Design
A third example of how to use the Design Yardstick introduced on August 19.
Today, let’s use our yardstick to gauge a ‘traditional’ product leaflet that you can get from thousands of manufacturers around the world. How many times were you swamped with indiscriminate and endless details in (so-called) product ‘briefs’ including a fine mess of benefits, applications, functions, characteristics, features, specifications, technologies, and … the proverbial kitchen sink? What are the characteristics of a ‘good’ product leaflet?
The answer is: it depends. It depends on who uses the yardstick. In the previous entries on a corkscrew and on amazon.co.uk , I have taken a user point of view. From such an angle, the evaluation of a good leaflet looks like that:
click to see the pic
However, as marketer working for the product manufacturer, I have quite different criteria to gauge the leaflet. The evaluation looks like that:
click to see the pic
The two sets of results/requirements are not necessarily incompatible, by far. If the design is user-centred (for both the product and its documentation), the customer will be satisfied (or even delighted), and the manufacturer will reinforce the brands of both the product and the company. Is that convergence or is it a win-win situation?
Henri Aebischer
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