"It was Raymond Loewy who said that if you take two products of equal value and performance, the better designed product will win out every time," said John Bandringa, Intermec's director of corporate design and brand.
Loewy, known as the father of industrial design, lent his
talents to everything from the Lucky Strike cigarette pack to the Studebaker automobile.Seeing one of those cars first inspired McCain's interest in design.
eight years with the company, however, he
design team have focused on improving the ergonomic features and user interfaces of mobile computers and scanning products.
Both are important aspects, as Intermec's devices are used in industrial and warehouse settings for hours at a time.
"If we can use good design to reduce a customer's total cost of ownership, that's a good selling point," Bandringa
hasn't ignored aesthetics.
helped to develop a consistent shape that runs through the products.
"From 50 feet away, from 75 feet away, you can target which is the Intermec product based on its shape, its color and its interface," Bandringa
That's a huge advantage in helping the Intermec brand stand out.The aesthetics also are designed simply to look appealing.
"The people who use our devices are human.They have no different emotional response to a product at work than they would to a product at home," he
said.Bandringa came to Intermec with impressive credentials.Straight out of design school, he was one of the first three designers assigned to create Volkswagen's critically acclaimed New Beetle in the 1990s.
After leaving the automotive world, he
worked on the design of the Boeing Co.'s
777 interior and revamped 767 and 747 interiors.He
also co-created Starbucks'
basic stainless steel mug design and the poster for the first "Matrix" film.
, in addition to giving the company's products a more distinct identity, design work has benefited the company's bottom line, Bandringa
For example, Intermec
used to create wildly different instruction books for each of product.They were big and expensive to print.Bandringa
staff simplified the basic instructions, gave them a unified look and brought the printing cost down to just a fraction of what it had been.He
also points to the company's CV60, a vehicle-mounted terminal that sold much better in its redesigned form.While there could have been other factors at work, Bandringa is confident of his department's role in boosting sales.