What is Continuity

Companies are coming round to the idea that function and form are complimentary factors in improving the user’s experience of a product and competing in today’s saturated consumer goods markets. However, consumer perception of form is constantly changing, and this manifests itself in the evolving forms of the products that they adopt. From clothes to cameras to cars, change in form is inevitable, and design teams must account for these trends in their product design and development strategies. Through literature, semi-structured interviews with design and trend practitioners, and an archival case study of mobile phone evolution, the authors have developed theories about the continuities that occur in product forms over time, and the forces that can disrupt this behaviour. They then go on to suggest how this view of form as evolving trajectories can benefit future product design strategies.