Design Strategy for Creative Professionals
Features and Benefits
A course by Douglas Davis , Strategist, Author, and Professor
About the video: Features and Benefits
Overview
“In this lesson, you will see how a feature is a tangible attribute that defines the product. Over the years, I've found that the best way to identify features is to answer this question: What does the product offer? What attributes does the product have that enable benefits to the consumer? ”
In this video lesson Douglas Davis addresses the topic: Features and Benefits, which is part of the Domestika online course: Design Strategy for Creative Professionals. Discover the Creative Strategy Framework, which explores the business side of design, and learn to develop creative solutions to marketing challenges .
Partial transcription of the video
“ Features and Benefits In this lesson, we'll discuss features and benefits. A feature is something that's a tangible attribute of a product or a service. For instance, the storage capacity in your iPhone or the lens on your camera. These are physical things. These physical features correspond to a benefit, something intangible that makes the life of the target or the customer better. This column, once you're done, should be an overall audit of the product's features, what it offers, and the benefits, how it makes the consumer's life better. Let's look at this in more detail. Features... ar...”
This transcript is automatically generated, so it may contain mistakes.
Course summary for: Design Strategy for Creative Professionals
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Category
Marketing & Business -
Areas
Business, Design Management, Presentation Design
Douglas Davis
A course by Douglas Davis
Douglas Davis is an award-winning designer and strategist. As a child, he was always creative and dreamed of becoming a cartoonist thanks to his love of drawing. He later went on to study graphic design and photography at Hampton University as well as communication design at Pratt Institute. However, he credits his education to his first day on the job as a designer.
Since then, Douglas has worked for clients including HSBC, The Economist, Campbell’s, Ruby Tuesday, Deutsche Bank, Liberty Mutual, Dassault Falcon, Maserati, Scholastic, Aveeno, and Illy. He has also taught strategy and design at institutions like NYU, SVA, Pratt Institute, Maryland Institute College of Art, and the City University of New York. Douglas has published a book, Creative Strategy and the Business of Design, and worked on projects including Imported from Brooklyn, a story about finding the path to possible, which received over 15 million views and was nominated for two Emmy Awards.
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