We believe it is extremely fruitful to make the distinction between these two services. Design and Styling are both valuable tools when faced with a need for new products. We do not intend to place greater value on either of the disciplines. Each of these skills is capable of generating new products that are distinctive and offer unique choices for consumers and buyers. Many new products represent a combination of both design and styling. A new application or category of product that was generated from an exercise of design skill may also reflect styling in the fashion and palette in which it is presented.
Styling is the application of trend or fashion to an object type that is already in existence. Shower curtains, duvet covers, and dinnerware patterns are all products that rely heavily on styling. Consumers seek out fresh styles and reward retailers for providing them with products that are familiar in their utility, but offer them a "new" visual that they can use to keep their home looking dynamic and engaging. This consumer appetite encourages retailers to constantly revolve the styles of their staple items. Seasonal color palettes and new fashions give the store an atmosphere of revelation that encourages their customers to come and see "what's new".
Design is the creation of new objects and new solutions for existing or possibly new consumer needs. Design does not start with existing products, but instead starts with human needs and human behaviors, human interaction with their surroundings. A design project begins with a problem or process for which people need an object or tool to achieve what they want. The essence of what they want is studied and explored and then articulated. The ideal achievement of the satisfaction of that want is also articulated. What makes a "GOOD" paring knife? What do "good", "better", "fun" and "satisfying" mean? This is not to limit design to the creation only of object "types" that have not previously existed. It is certainly possible to design a new knife, or a new table or even a new duvet cover.
The distinction comes from the origin of the process. Is the genesis of the new object an existing product type that has been adapted or altered to satisfy the public appetite for "new"? Alternatively, was there a study of human needs and appetites used to articulate a set of definitions for what is good, successful, and satisfying for the problems and processes that were at issue? Were those definitions the basis for the creation of a new solution that is a tangible and significant improvement for the customer?
Both Design and Styling are critical applications for the development of new products. When a client is seeking to produce new objects that will generate new revenue, the distinction between the two exercises has a significant impact on the investment that is required as well as the investment that is justified. In styling, it should be expected that the work will have a lifespan equal to the length of a fashion season in the industry. When using design, the longevity of the results is equal to the length of the human need and desire that was the basis of the research. Timeline to develop a design project is significantly longer than a styling project, but the rewards are also ones that a client can count on across many product seasons and (using styling) can maintain a reliable revenue stream for years.