The Importance of Product Design

I chuckle when I see marketing briefs that have this wonderful flowing prose on how the product's supposed to feel. People can't describe what they want. They only know it when they feel it really. Environment is a big variable in how a product feels. And where it's to be applied, which is what I mean by application, don't evaluate face products like hand lotion. It's not going to turn out well. You'll make a product that feels good on the hands that won't feel great on the face.