Changing consumer attitudes in the mid-1960s opened the door for the commoditization of design. Before that time, buyer behavior had been based on fulfilling basic needs, but in the 1960s, consumers began buying products that may or may not have fulfilled a need, but rather fulfilled a want (e.g. Avant-Garde Interiors influenced by European modernism and a humanistic aesthetic style).

This changing attitude towards design, caused it to become a very crucial element in marketing and positioning. Design could be used to appeal to people seeking a certain type of lifestyle. One of the earlier companies that successfully grasped this new concept was Habitat, a European household furnishings retailer, who featured reasonably-priced furniture with compelling design. The style of their products appealed to young, energetic, fashionable people, who were drawn to the coordinated style of home furnishings and had an appreciation for design. Purchasing from Habitat was a way for people to express their personality, lifestyle, and identity.

Without a doubt, many things have changed in the furniture industry since the 1960s, but one thing as remained. Since its introduction to the American market over 4 decades ago, the European modern-style is still enjoyed by Americans who want to express their personal and style sensibilities at an affordable price. Today’s stores, like Crate&Barrel, CB2 and IKEA have established strong positions by creating and delivering simple, yet smartly designed modern furniture, at an affordable price,by incorporating a broad range of materials, cool colors, sleek finish, and high contrast graphics.

Back in the 1960s, a new approach to marketing developed: the use of design to appeal to a new consumer orientation towards fulfilling “wants.” By learning and understanding consumer behavior (what they purchased, why they purchased it, how and when they made that purchase), smart companies recognized that mass marketing would no longer be as effective. Rather, they had to develop target, tailored strategies to address the critical aspect of what customers really wanted, not what they thought they wanted.

Design is an increasingly important element in marketing, especially as the marketplace becomes more crowded. There are a limited number of methods of lowering costs and offering low prices, but there are endless possibilities for design. With improved production methods and a society that demands customization, there will always be large market for fashionable and aesthetically appealing products. Through design, companies can create more than just products, but also experiences that satisfy the personalities, wants and lifestyles of their target market.