Contemporary Design Strategy – Mass Customisation

Mass customisation is when consumers who are purchasing a product have the opportunity to provide personalised input at some stage of the designing process to create a product that is customised to their individual needs and/or desires. Mass customisation usually involves digital, mobile and online platforms where the customisable options can be setup for the consumers to choose from. Mass customisation is an effective design strategy because it involves the consumer in the designing process which connects them to the brand and the product. It increases product differentiation and can lead to higher customer satisfaction because the consumer feels involved in the process and they know they are getting a product with customised features tailoring to their own wants. Mass customisation can also add a sense of accomplishment and personal value for the consumer which can increase the attachment to the product leading to longer possession of the product.


The areas of mass customisation that may deter consumers from customising their own products are when there are too many choices or steps involved. If there are too many choices the consumer can feel intimidated and like they might make mistakes, and if there are too many steps then they might feel like it is too much effort than it’s worth. There is also an issue with brand association if products are being created not in good taste.