In a recent episode of the Podcast HBR IdeaCast titled “Authenticity”a comment was made relating consumer buying habits with authenticity:
“Consumers buy in their own self-image.”
I feel a parallel can be drawn from the concept of Authenticity to Product Design. I have been in the website business for years. Over and over Management struggles with how to templatize a website offering to reduce design costs. For certain companies such as Template Monster, taking advantage of this concept has worked well for them.
Finding the balance between a generic low cost design and something a consumer feels great about buying is an ongoing challenge. Because a website represents their Business or Organization, choosing a design from a Gallery doesn’t match the passion, pride and uniqueness they feel for that Business. Even if the consumer does find something that suits their needs from a Gallery the urge to “customize” is present….a way to make it theirs and only theirs.