The company is extremely aware of the elements that make a product the preferred choice of the consumer. While they recognise that features and specifications of products are used to drive sales, they are often insufficient to promote demand. This is where design comes into play - design becomes a driver when it starts to address the emotions of the consumer, the latent desires or wants of the consumer. Thus, no detail is too small in the design process.
Their design strategy also includes the following:
The company also takes a multi-disciplinary approach to design. This process was developed in response to the phenomena of people having almost everything and almost unlimited choices. Thus, the company develops products which heighten people’s comfort, satisfaction, pleasure and productivity. Its rationale is that if a product makes people’s lives better, it will immediately become the first choice.