This is the general path followed by products/product design
In the past …we were looking… for products that functions properly.
Then …better… ergonomics…
Then … design.
When… all products…started having more or less same level of design…
voila …Emotional design…metaphor styling….
When they achieved all theses characteristics….
Moved further …more emotional design…lifestyle product …
Creating new experiences……concept design…
But there are lots of products which are on lesser level.
It is also associated with whether that product is primary (personal)
Secondary or tertiary in nature.
For example: tabletop telephone
Over the period it has been shifted to max level 2 or mid way between 2 & 3
How this product will grow or move further?
May be adding some personal characteristics or adding metaphor… experience…
(Assumption: all competitors’ table top telephone has more or less similar functionality)
I realize that we as a designer never account for level change.
Another example Gillette shavers…
They are on level 3… i.e. shifted from personal product…to lifestyle product.
& on the way to level 4 …through branding techniques…giving sense of belonging to product which was so for none prevalent.