Consumer products compete for dollars based on much more than their features and functions. According to the Psycho-Aesthetics philosophy, designers can use Maslow’s classic ‘hierarchy of needs’ to re-frame their dimensions of analysis. By viewing where the current guitars on the market fit on Maslow’s hierarchy, designers could predict what needs were unmet, and create concepts for new guitars that would target those needs. The goal for the design team was to create a guitar that would make the player feel better about themselves when they played it.
A team of 12 industrial designers, worked for about a year, to sketch and design the guitar concept. The design specs were simple: a 25.5"scale length (popular with players) and six strings. But the psycho-aesthetic goals added a few more challenges: The guitars had to look amazing and they had to be customizable by the player. They had to sound as good as any guitar in history, and they had to be made in an environmentally friendly way.
By using a Psycho-Aesthetics approach to concept design, this new guitar combines world-class design, engineering and manufacturing technologies in a package that does more than look good. It sounds great, and players feel good about buying and playing it.