The design mix

The design mix is the balance a business chooses between function, aesthetics and cost when it designs a product or service. The three parts pull against each other, so a business has to decide which one matters most to the customers it wants to attract.

The three elements

Function is what the product is meant to do and how well it does it — a rucksack needs to carry your kit, stay comfortable on a long walk and keep the rain out. Aesthetics is how it looks and feels: the colour, the shape, the texture of the straps and the overall impression it gives. Cost is what the business spends on making it, such as materials, labour and packaging. Cost is not price: cost is the business's spending, while price is what a customer hands over.

Trade-offs

Improving one element often affects another. Adding waterproof zips and breathable fabric improves function but pushes up cost, so the rucksack may need a higher price. A printed pattern makes the bag more attractive but costs extra to print. Occasionally one choice helps two elements at once — a simple design can look smart and be cheaper to make — but a business can rarely have all three at their best.

Choosing the balance

The right mix depends on customer priorities, the type of product, the market it is sold in — including what rival products offer — and the business's aims. A budget rucksack for school trips might prioritise cost, because buyers want a low price. A rucksack for serious hillwalkers would prioritise function, where performance and reliability matter most. A fashion-led daypack would prioritise aesthetics. Even so, no element should be ignored completely: a cheap bag that tears, or a stylish one that is painful to wear, will lose customers.