Fusion of emotion in product development

Product demand has been transformed from quantitative consumption to perceptual consumption along with the arrival of an era that revolves around concept development. Consumers now demands to be treated individually because they no longer want product that just do the right thing but also make them feel the right way. Thus, the trend is shifting from the mass production era towards small brand and individualism or customised production; where manufacturers will focus more onsmaller quantity but still uphold their unique traditional way. Therefore, it is important for designers to “dream big” in bringing about a product experience, by investing more time and efforts in conceptualizing ideas that are suitable and make better valued judgement; while manufacturers should “think small”, by not focusing on mass production but limited editions and exclusive designs. This is seen as a viable sustainable approach for small and medium industries (SMIs) which can lower the risk of product failing. Hence, with particular reference to ceramic industry,this paper seeks the knowledge regardinghow product value can be enhanced and its impact on product experience. Based on this understanding, the paper demonstrates how designers can engage consumers through exclusive designs