Purpose – The increasing importance that customers give to the aesthetic, symbolic and emotional value of products leads companies to approach the product design as a means to create a competitive advantage. Considering that competing through design involves the development of new product...

Purpose – The main objective of this article is to propose an interpretive model that attempts to decipher a product's values in terms of functionality, usability and meaning. This model can support companies in better integrating these values in their product offering and in defining the most...

Purpose – Nowadays, the strategic role of design is reinforced by the increased attention that customers pay to the aesthetic, symbolic and emotional values of products. These values can be communicated through the appropriate combination of product signs (such as form, colours, materials and...