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The dimension of product design has been recognized by several authors (Cooper, Trueman) as being critical to the ultimate success of the launch of new products.

The focus of design development is centered around the efficient implementation of the product features, ergonomics and quality form to maximize its utility to users, while at the same time embedding it with a pleasant appearance that is able to communicate positive attributes that contribute to the ultimate value proposition. (3) (4)

Trueman: "Design has the facility to improve product reliability and quality standards thereby raising the perceived value of goods and services in the eyes of the customer, allowing companies to increase profit margins"

As Trueman estates (6), A value proposition must successfully integrate a product within its own environment by combining and merging coherently the "different attributes, aesthetics, price and quality so that they are aligned similarly and reinforce each other".

Although mistaken by artists that only worry about the visual appearece of a product, or styling, successful industrial designers are able dig into such fields as engineering, Materials science, manufacturing, and marketing to embed new products with a set of attributes directly influencing new product success in the market.(2) (3) (4) (5) (6). Ultimately, the design of an object is "the specific configuration of elements, materials and components that give its particular attributes of function, shape etc. and determine how it is to be made and used". (13)

By embedding the design dimension into the processes, companies ensure that the final value proposition is increased as it contributes to the perceived value by the customer. A successful design increase the perceived quality of a product, ensures that is aligned with market and regulatory standards and thus increase the odds to satisfy customer expectations.

A consistent Design strategy in new product development processes also contributes to build a product and company image and helps to pull together the dimensions of company identity with branding and promotion (Trueman).

Also, by taking the design dimensions early on the NPD projects, companies can reduce the final time to market and product costs by simplifying the manufacturing processes and reduce the final costs of fabrication.

2.2 The contribution of Industrial design in the final product value proposition

There are many design attributes that can be embedded into new products, roughly separated within ergonomics and aesthetics, being the former more related to the experience of using the product, while the latter is focused into the experience of seeing the product. Aestethics, embedding all product parameters that determine the way the product look, are a an essential element of the purchasing process since customers base their preference on products by the subjective perceptions elicited by the product on the potential benefits it can provide.(7)

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