--- title: (Pack) Design Decoding description: Product design is one of the most powerful instruments to bring brands to life for consumers. Based on visual, haptic and acoustic impressions, consumers make permanent decisions as to whether products address psychological motivations relevant to them image: https://resources.isi-insights.com/hubfs/Blog/adobestock_105499979.jpeg.jpg --- [![isi. sensory. marketing. research.](https://resources.isi-insights.com/hs-fs/hubfs/isi_logo_transparent_cmyk.png?width=80&height=70&name=isi_logo_transparent_cmyk.png "isi. sensory. marketing. research.")](https://isi-goettingen.de) - Tools & Services - [Blog](https://resources.isi-insights.com/en/blog) - [English](https://resources.isi-insights.com/en/new-ideas/new-ideas/pack-design-decoding) - [Deutsch](https://resources.isi-insights.com/de/new-ideas/verpackungs-design-decoding) English [<< Back to Blog](https://resources.isi-insights.com/en/new-ideas) [pack/design](https://resources.isi-insights.com/en/new-ideas/tag/pack-design) # (Pack) Design Decoding ![Image of isi GmbH](https://resources.isi-insights.com/hubfs/Website/Team/Mitarbeiter/website_dummy.jpg) ###### isi GmbH ###### Share [mailto:?subject=Check%20out%20https://resources.isi-insights.com/en/new-ideas/new-ideas/pack-design-decoding%20&body=Check%20out%20https://resources.isi-insights.com/en/new-ideas/new-ideas/pack-design-decoding&media=https://f.hubspotusercontent10.net/hubfs/7803864/Blog/adobestock_105499979.jpeg.jpg](mailto:?subject=Check%20out%20https://resources.isi-insights.com/en/new-ideas/new-ideas/pack-design-decoding%20&body=Check%20out%20https://resources.isi-insights.com/en/new-ideas/new-ideas/pack-design-decoding&media=https://f.hubspotusercontent10.net/hubfs/7803864/Blog/adobestock_105499979.jpeg.jpg) Product design is one of the most powerful instruments to bring brands to life for consumers. Based on visual, haptic and acoustic impressions, consumers make permanent decisions as to whether products address psychological motivations relevant to them (e.g. performance motives or a need for security). Implicitly, i.e. without cognitive effort, the brain generates meaning from which a person sees, feels and hears. The conclusion: the aesthetics, symbolic and functionality of a product must match the consumer's usage and buying motives. However, designers and product developers are faced with a difficult challenge. They have a completely different perspective on product design than consumers. While the latter are interested in subjective associations and perceived benefit dimensions, designers only have objective parameters such as shapes, colors, materials and finishes under their control. A reconciliation between the two perspectives is necessary. The goal of design decoding is to uncover the secret relationships between controllable design parameters and the meaning that consumers derive from them or from their composition (Gestalt) as a whole. To achieve this goal, we offer a rich toolbox. **Benefits for design development** Design Decoding helps designers to make design decisions more consciously and purposefully and to increase sensitivity to the consequences of individual decisions. The results provide design guidelines and reduce innovation processes according to the trial and error principle. Within these guidelines, the designer remains obligated to develop a coherent and aesthetic design so that he feels supported rather than patronized. Furthermore, this approach offers the possibility of design-related competitive benchmarking, which precisely identifies the best detailed characteristics on the market and makes them usable. **Integration into the company** Design Decoding creates a common instrument for explanation, communication and analysis in companies that enables designers, engineers, marketers, market researchers and management to discuss design decisions in a structured way. As a design code framework for a category, it can be used as a valuable method for developing new product designs. Tools such as the Sensory Target Zone support the optimization of existing products. #### Interested?  [![Contact us ](https://hubspot-no-cache-eu1-prod.s3.amazonaws.com/cta/default/7803864/8d8c0f57-600f-4408-afaa-0075314dbe89.png)](https://hubspot-cta-redirect-eu1-prod.s3.amazonaws.com/cta/redirect/7803864/8d8c0f57-600f-4408-afaa-0075314dbe89)   Image: luckybusiness / stock.adobe.com ![Image of isi GmbH](https://resources.isi-insights.com/hubfs/Website/Team/Mitarbeiter/website_dummy.jpg) #### isi GmbH This is where we regularly write about our latest ideas and innovations in sensory market research. Are you interested in a particular topic and would like to learn more about it? Contact us! ###### Blog posts ## Related Articles. ![Image of isi GmbH](https://resources.isi-insights.com/hubfs/Website/Team/Mitarbeiter/website_dummy.jpg) ##### isi GmbH ### [Sensory product testing in Virtual Enviroment (Virtual Reality)](https://resources.isi-insights.com/en/new-ideas/new-ideas/sensory-product-testing-in-virtual-enviroment-virtual-reality?hsLang=en) Especially for context-sensitive products, it is justified to assume that the consumption context... [Read more](https://resources.isi-insights.com/en/new-ideas/new-ideas/sensory-product-testing-in-virtual-enviroment-virtual-reality?hsLang=en) [agile](https://resources.isi-insights.com/en/new-ideas/tag/agile) ![Image of isi GmbH](https://resources.isi-insights.com/hubfs/Website/Team/Mitarbeiter/website_dummy.jpg) ##### isi GmbH ### [Agile Status Test](https://resources.isi-insights.com/en/new-ideas/agile-status-check?hsLang=en) Companies react to the ever changing challenges in innovation by implementing lean, agile... 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