During the course of the pandemic I have had to focus on online sales, which has helped me to connect with my online community of supporters. This has offered me a lot of insight into which products my customers were interested in the most. Through trial and error I have developed a formula for designing products that my customers connect with. Products should be on trend, they should match your brand and be approved by your customer base.
On Trend
An on trend product or design is something that is currently fashionable in the market that you are selling in. Product ideas are a concept for the product itself. Mugs, wall hangings and incense burners are all examples of product ideas. A design idea is how you decorate a product or what the product looks like. If you create a mug with a cactus on it, the mug is the product and the cactus is the design.
A good way to research ideas for on trend products or designs is to look at platforms that you sell or advertise through. You can further extend your research by including platforms that are similar. I personally sell through my own website, and advertise through Instagram and Pinterest. Many of my peers on Instagram sell through Etsy. So when I research ideas for future products I look at Instagram, Pinterest and Etsy for ideas.
It is important to remember that what is currently on trend will not always be on trend. This research process is endless. Instead of conducting formal research sessions, I recommend making a habit of observing trends in you daily life. I make a mental note of product or design ideas that I see on a regular basis.
On Brand
When you start researching design and product ideas that are on trend, remember that you want to choose products that match you own brand. My brand includes earth tones and influences from nature, so I am unlikely to choose brightly colored unicorns in space as a design influence. They just would not go with my brand. Instead, I look for design ideas that are influenced by nature or product ideas that I would like to have in my own home.
The materials and color pallets that you work with can often help guide you toward on brand inspirations. I limit myself to materials like clay, stainless steel and yarn, and a muted natural color pallet. This helps me to keep my products cohesive.
Customer Approved
One of the best things about moving my focus online this year was implementing social media to receive feed back from my community. I was able to conduct polls of new products and see what people liked and what was less appealing. It also gave my customers a direct line of communication to offer me feedback.
I found that most of my customers gravitated to products that had a specific, recognizable design. My mini pumpkin and cactus sculptures were big hits while more functional products with simple textures were less exciting. I use this information as a guide when designing new products and it also helped me narrow down which products I should continue making.
Creating art is very personal, and sometimes when one design is valued by your customer base over another, it can be disappointing. My advice is to keep creating new products and focus your attention on the excitement of creating something new rather that dwelling on why something did not work.
Customer feedback is essential. Listen to what customers are asking for, this does not mean that you have to take every suggestion seriously, but if something comes up over and over again, it is likely a sound suggestion. My own customers started making requests for larger planters, when I obliged I was happy to see that they were some of the first products to sell when I did a shop update.
Factors to Consider
Some items can be characterized as seasonal products and may not do well in one season then turn around a be a huge hit during another season. Here is an example. My mini pumpkins flew off the shelf between September and November, but the minute we hit Christmas they were old news. This tells me that I should be building these products in July and August and releasing them to my online shop and retail locations during the fall.
Another factor to consider is where the product is being sold. My ceramic shot glasses do really well at art markets, where customers can handle them, and mix and match to create their own custom sets. However, this product does not sell well online. If I had not taken the time to try them in both venues, I never would have known.
If you have a product that is struggling, take a moment to think about why it is not selling. The solution to boosting sales might be as simple as waiting a few months to release it or trying it in a different venue. Of course there are always times when a product just does not do well. It is important to recognize the situation for what it is and put your time and effort into developing something new.
Designing new products can be really fun, but also overwhelming. A lot of your product decisions will be made based on your own instincts, but sometimes having a little help can take you further. Do your best to stay on top of current trends, be aware of your own brand and keep things consistent. Most importantly, listen to what your customer base is telling you by observing what the respond to and what they choose to purchase.
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