Consumers want products that solve solutions. They need appliances that store and protect their food and beverages, clean their dishes, floors and clothes, and myriad other functions. But simply getting the job done isn’t enough.

Appliances—like that four-wheeled one in the driveway—also make a statement about the owner. It says something about your taste, your style, and your appreciation of quality. It has to reinforce your decision to purchase it by making you feel good about yourself when you use it.

From Phones to ‘Fridges

LG was feeling pretty good about its technical innovations across its brand spectrum, but integrating these into desirable products was a challenge they turned to key partners—one of whom was RKS—to execute. Knowing the depth of the RKS design strategy process and its expertise in the major appliance field from earlier success with Amana, LG had RKS collaborate with its internal design teams to re-strategize its major appliance offerings. It was essential that the new line conveyed the technical innovations within and differentiated itself from the competition.

RKS was tasked with developing compelling solutions across a range from cellular products to climate control, entertainment systems to vacuum cleaners, right up to the flagship LG appliances. The challenge was to create a line of products that bore the LG family brand, had high-perceived value, and elevated emotional engagement with the consumer. In these crowded market sectors, differentiation was crucial; there were a lot of excellent players already in the field. A new brand language would need to be developed, one that was distinctive yet not polarizing.

In a sea of white and beige appliances, it was increasingly difficult to stand out. If you’re not seen, your technology will not be experienced or appreciated. Through extensive color, materials and texture (CMT) research, RKS has delved deeply into the nuances of emotional response to these elements in products. It was found that color alone has a great influence on consumer response; it not only raises perceived value, it makes a statement about the person who owns it and sets them apart from others. That’s a powerful emotional motivation to choose a product and a brand as well.

Digging deeper, trends in automotive design and color, as well those in consumer electronics were analyzed, to determine which were emerging, which had run their course. And which were, perhaps, timeless. The products LG was developing were some that would be owned and used for a very long time, such as home appliances. These products would need to harmonize with the décor of the homes in which they lived, in a variety of environments and across varying cultural consumer groups.

In a decidedly bold move, LG reached for the far end of the spectrum and designed a cherry red front load steam washer. This was a paradigm shift away from the typical beige boxes populating appliance stores, and LG was encouraged. They enlisted RKS’ guidance for an exhaustive color study to guide future design direction, resulting in a pallette of four distinctive colors that would compliment LG’s corporate color strategy.

Differentiation was immediate, further enhanced through strategically chosen trim, materials and surface development. The products would have to stand the test of time as utilitarian works of contemporary art, further enhancing pride of ownership as well as continued loyalty to the LG family line of products. If they loved their LG washing machine, they’d more likely purchase an LG dishwasher or cell phone.

An example of the design leadership incorporated into RKS’ clients’ offerings is the new direction for LG’s line of consumer vacuum cleaners. LG engineers developed three new synergistic technologies to improve the machines’ performance as well as the users’ experience while operating them. Again, it was essential that the design resonated with the consumer. It’s not enough that a vacuum cleaner can pick up dirt—the consumer must first pick up the vacuum and carry it out of the store.

Studying the experience and expectations of the consumer, RKS was able to determine which aspects users valued most. It came down to two: performance and ease-of-use. Many vacuums were clumsy, poorly conceived contraptions that evolved as features and attachments grew out of them like limbs on a tree, but were not well integrated or designed with the user in mind. The benchmark brands in the category were studied for their best attributes, and then improved upon through improved functionality and aesthetics. Options were explored, for example, as to where best to locate the canister assembly and the hose attachment point. How could the device be more easily carried through the house and down stairs?

No time-honored solutions went unquestioned. A well-designed product that functioned almost effortlessly and rewarded its user with a sense of empowerment and pride provided an opportunity to enter the market with category-leading technology, style, and value.

Transformation of an International Brand

RKS collaborated with LG design teams to reach solutions integrating their new technologies across the board with a level of functionality, performance and aesthetics that drove tremendous consumer adoption. The result was that LG emerged up front in the minds of discriminating consumers looking for style, function and value. This elevated brand awareness contributed to profitability is all categories involved.

RKS is honored to be part of the teams that has help transform LG into the globally recognized and respected brand it now is, by providing leadership strategy, design and innovation over the course of more than five years. This expertise, leveraged across its multiple product categories, has helped LG establish a cohesive family of products that have contributed to their rapid growth in the subsequent years.