Onur Cobanli explains:
No one goes out to buy good design per se; people lookout for products, services and experiences that they need, they need to achieve their goals, to satisfy their needs, and to pleasure themselves; people lookout and buy happiness, utility and pleasure; good design is what adds utility to a product, good design is what makes a service more pleasurable and an experience more happy. When you design products, design for happiness, pleasure, and utility and you will always be successful.