Applying trends to design: a theoretical framework

When technology and functionality are not enough to differentiate a product from its competitors, the product’s visual appearance becomes a major driver of consumer preference [Cappetta et al. 2006]. Consequently it is clear that commercial success will result from products that are both functionally sound and fulfil the visual desires of the consumer. But how do designers identify what is and will be attractive to the consumer, and how do they apply this to the styling of their products? Blumer [1969: 279-80] observed that fashion designers working independently still create similar designs because of the signals that they are receiving from the marketplac