How far will Mass Customization Go?
Many people will be familiar with some of the examples that show, not only that mass customization is possible, but also that there seems to be an underlying or latent demand for mass-customized products. By offering a combination of relatively narrow configured choices, which are designed-in, consumers can make design decisions, which would normally be made by designers. Hence Co-Design. Co-design does not have stop at the configured choice. It is also possible to allow consumers to interact with some of the more subjective elements of the design. Perhaps, as some commentators are suggesting, ALL products can be customized. Paradoxically, considering its huge significance, there has been little consideration of the implications for design. Or, rather, there is very little about what can perhaps be termed design with a capital ‘D’ or visible design as opposed to the underlying design rules or strategies that make it possible. At the core of mass customization is a change in the current
