Product image

You only get one chance to make a first impression, and the first impression matters.
Just like everybody, when choosing which product to buy, we consider the image one of the most important factors. Its beauty definitely has an impact. What is pretty is likeable, and if it is also good, then we have the desired product.

Many products focus only on the image in order to be a best seller, but that is a big mistake because in the world of cycling, performance is the most important. Safety, durability, quality and other characteristics which differentiate the product from the competition, and that is why we choose it.

However, we cannot deny the importance of an aesthetically pleasing product.
Many really good products or with great performance failed in the market because they were terribly ugly. Yes, apparently they were gizmos in which only the technical aspects mattered, but we say it in past tense because most of them disappeared from the market. They just didn’t sell, even if they ticked all the other boxes. The brain makes the final decision, and inevitably we buy with our eyes when it comes down to choosing between products of the same quality.




We often see the typical slogan ‘made for cyclists by cyclists’. Some products should say something more like ‘created by engineers for engineers’. Products in which the highlight is the mechanism, the system, the mechanics or electronics… the truth is some of them don’t even look like a product for cycling, and we believe the clients will see it the same way. How am I going to put such a horrendous component on my bike, regardless of how good it is? Should I destroy the looks of my bike to improve 2 seconds on a descent?

Well, the answer will depend on the rider but generally nobody wants to have an ugly product on their bike or wear clothes with a bad design, or ugly safety items even if they are very protective. It does not sound logical, but this is what happens.








We live in a world in which the looks matter and even if we find it hard to admit, in many cases we omit other important factors in the buying process. The way it looks will enhance our personality and show which ‘tribe’ we belong to. The different disciplines in cycling are generally variations of one original idea. The riders in a group use specific products and dress accordingly. It almost sounds like it is a sect, but that’s how it goes. The market takes advantage of every trend and makes the most of all the manipulation of the masses towards any given ‘herd’. The tricks of present day marketing.




Ideally we would have a product which fulfils all the most important requirements and is also appealing to the eye, but generally that’s not easy because it may interfere with the functionality of the design itself. The design departments are often obliged to make difficult decisions and occasionally contradictory, balancing functionality and the charm they achieve with an eye catching product. Frankly this is a complicated step in the process because the factories know how demanding the final client is. Don’t worry, we can help you.


  Our designers can provide advice in the design process, we can have a great impact on the final result.

  We can design the product image or simply analyse it and report our conclusions and suggestions.

  Our proposals will always focus in pleasing the client without losing the identity, the strengths, or the work done in the concept design stage.

  The looks are important but they shouldn’t matter so much as to interfere with the product specifications. Balance is the key to success.