Ten insights

1. Inexpensive
For the college-age person, price is a dominant factor in any purchase. The average student does not have a lot of money and will not be willing to spend a lot of money. If a marketer is trying to come up with something for everyday college life, it must be cheap, especially if it is an activity. Some things, like phones, lap tops, etc are mostly bought by a student’s parents and can adhere to this policy less. Any purchase that a student must buy themselves must be cheap. In this sense, our speaker talked about Designing for Simplicity and doing one thing really well. This is key for price reduction. Most college-age people are interested in basics, not the upgrade package.
2. Convenient
After having a hard week of school, convenience is key. Activities that require too much thinking or preparation time do not get completed. Living with 58 other girls in a sorority house, I have noticed that Ikea can be both a friend and enemy. My roommate currently has the partially assembled remnants of a desk on our floor. Putting together that desk will take a lot of time and effort. Although the inexpensive aspect t has been met, the prep time and convenience is too great. I doubt she will ever revisit Ikea, especially after the school year has begun. In class, we discussed the ease of using Apple products. The directions are hardly ever used. For Ikea desks, directions are necessary. Students do not like to consult directions, we want to jump into using the product. Universal design is crutial.
3. Dressing up.
For females especially, dressing up is a big part of going out. Getting ready with friends to go downtown is sometimes more fun than the actual downtown experience. If marketer is trying to create an experience geared toward college-age females after hours lifestyles, it should include getting dressed up. The aspect of looking good heightens the positive experience one has while downtown or similar. This is especially important for restaurants or bars. Casual bars in proximity to campus are casual, but if someone is going to go out of the West Campus area at night, it should probably have a more upscale feel, so females will dress the part and want to go back.
4. Involves multiple people.
After high-stress days students need to socialize. It is an important aspect of college. Products that involve multiple people or facilitate socialization are extremely utilized. Facebook, Myspace, text-messaging, etc. are excellent examples. College students go out to restaurants and bars in groups. Students crave socialization post-class. Anything that creates an experience that can house any number of people is a good idea. A marketer should derive a product (game) or location that has potential to aid in socialization and group experiences.
5. Comfortable.
Marketers who design household or lounge items need to focus on comfort level. Austin is all about comfort. People are seen sporting Chacos and lounging in Snuggies not for fashion. It is because they are comfortable. Anything I do, I like to maximize my comfort level. This is especially important when making study rooms. The business school’s Reliant room is always full because it maximizes comfort while retaining utility.
6. Not excessive.
Dieter Rams’s philosophy was to have as little design as possible. He liked things that had function, not decoration. For products that aid in studying, school work, or office work, the simpler the better. I am not as concerned with something that looks nice as I am with something that works well. Simplicity of design is key for everyday items.
7. Fun.
When creating an experience, something needs to be fun. Thought-provoking and interesting are good, but fun brings people in. When I go somewhere, I am predominately interested in enjoying myself. It is a basic college-age want. An atmosphere designed to empower a student to have fun is an atmosphere that will be successful. As Henry Dryfuss theorized, improving the human experience is important, and fun plays a key roll.
8. Trendy.
Everyone loves the latest fad, so marketing something that has the potential to be trendy is important. Designing for the trendy early adopters will make it marketable. Designer handbags are an example. They are a luxury, but they are trendy. Louis Vuitton’s brown and tan bags are actually not that cute, but they are trendy, which makes people want them. Nike shorts are another great example. There are substitutes, but they are utilized all over campus because they are made for the majority of young American women, and they are trendy.
9. Environmentally conscious.
I feel good when I think I am helping someone. Tom’s shoes matched the need to help with trendiness. It empowers a person to know he did his bit in helping the world become a better place. Patagonia is worn by outdoorsy type people because their business model decreases the carbon footprint on the environment. Nalgeen water bottles have skyrocketed, as people found the perils in continually throwing away bottles of water. If something is designed for both the greater good and my immediate good, it is a bonus. I will buy something the fulfills both those categories before buying a substitute that only benefits myself.
10. Healthy.
Especially in food, healthiness is a benefit. In college, women grow out of their lean high school bodies into the freshman 15. This opens their eyes to the world of exercise, yoga, and health food. Products targeted at making someone healthier make people feel better about themselves, which makes them want more.