Designing Dream Machines
According to Dick Powell and Richard Seymour, there is a thing called the X-factor. Every product from a motorbike to a kettle has something about it that makes you want to have it. Their job is to find the X-factor, and give it to new products before they reach the market.
“When a product’s in a shop,” Richard Seymour says, “the consumer’s scanning around, and you’ve got maybe a few nanoseconds to hook them. They make their decision first, and they justify it afterwards. We want people to think, ‘I like it; I want it; what is it?’ In that order. That’s X-factor.”
This programme follows them for much of 1995 as they give the ‘x-factor’ treatment to a food processor for the next century, a scooter for India that must be able to carry the whole family plus forty kilos of bananas - and the first BSA motorbike for more than twenty years.