The Design Mix: Function, Aesthetics and Cost - Worksheets, Questions and Revision

17 original exam-style questions - 4 pages of questions with a full mark scheme - free printable PDF.

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This topic is chapter 7 of GCSE Business: Marketing Practice Book.

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2.7 The Design Mix: Function, Aesthetics and Cost

AQA 8132 · Calculators not allowed · about 55 minutes

Total Marks

Name: _______________________________ Date: ____ / ____ / ______

Answer ALL questions in the spaces provided. Short answers may be a phrase or sentence; extended answers should use full sentences. Riverside Bags, a fictional UK manufacturer of school backpacks, is used in several questions.

Riverside Bags is designing a new insulated lunch compartment inside a school backpack. Which element of the design mix is mainly concerned with whether the compartment keeps food cool?

A) Aesthetics
B) Function
C) Cost
D) Promotion

(Total for Question 1 is 1 mark)

Riverside Bags must choose which element to prioritise for an inexpensive basic school bag sold to price-sensitive families. Which element of the design mix will they most likely prioritise?

A) Aesthetics
B) Function
C) Cost
D) Promotion

(Total for Question 2 is 1 mark)

Give one simple example of a material choice that would reduce cost for Riverside Bags when producing a basic design. Name the material choice.

(Total for Question 3 is 1 mark)

State one design decision involving an ethical or environmental consideration that Riverside Bags could make when choosing materials for a new school backpack.

(Total for Question 4 is 1 mark)

State two examples of aesthetic choices Riverside Bags could still make on a backpack even if it is designed mainly to keep costs low.

(Total for Question 5 is 2 marks)

Identify one example of an aesthetic choice Riverside Bags might make for a new school backpack.

(Total for Question 6 is 1 mark)

Identify one way Riverside Bags could reduce the manufacturing cost of a new backpack without changing the basic shape.

(Total for Question 7 is 1 mark)

State two benefits to Riverside Bags of using computer-aided design (CAD) and computer-aided manufacture (CAM) when developing a new school backpack.

(Total for Question 8 is 2 marks)

Explain one reason why Riverside Bags might test a new backpack design with a small group of parents before starting full production.

(Total for Question 9 is 1 mark)

Explain how a requirement for good function would affect Riverside Bags' choice of materials when designing a waterproof school backpack for rainy UK weather.

(Total for Question 10 is 1 mark)

Explain how an emphasis on aesthetics might affect the appearance and features of Riverside Bags' new school backpack aimed at teenagers.

(Total for Question 11 is 1 mark)

Explain one reason why Riverside Bags should balance function and cost when designing a backpack for primary school children.

(Total for Question 12 is 1 mark)

Explain one likely consequence for Riverside Bags if a new backpack has attractive aesthetics but poor function, sold at the same price as competitors.

(Total for Question 13 is 3 marks)

Explain one way that using CAD could help Riverside Bags balance the three elements of the design mix when developing a new backpack.

(Total for Question 14 is 3 marks)

Riverside Bags plans a new waterproof school backpack to sell across the UK. Analyse how Riverside Bags should balance function, aesthetics and cost for this product, using applied reasoning to the case.

(Total for Question 15 is 6 marks)

Riverside Bags is deciding whether to introduce CAD/CAM to design and manufacture its backpacks, replacing hand-drawn patterns and manual cutting. Analyse the impact this change could have on how Riverside Bags balances function, aesthetics and cost.

(Total for Question 16 is 6 marks)

Riverside Bags has two options for its next new backpack launch: (A) invest heavily in CAD/CAM and recycled materials to create a premium, highly sustainable design, or (B) keep its existing hand-pattern process and standard materials to keep unit costs as low as possible. Recommend which option Riverside Bags should choose, justifying your answer with reference to how each option balances function, aesthetics and cost.

(Total for Question 17 is 9 marks)

Mark scheme · 2.7 The Design Mix: Function, Aesthetics and Cost

Question 1

B1 B cao
Answer: B

Question 2

B1 C cao
Answer: C

Question 3

B1 a named material choice, e.g. use polyester instead of heavy canvas
Answer: Use polyester instead of heavier, more expensive canvas.

Question 4

B1 one valid decision, e.g. choosing a recycled or recyclable fabric for the main body of the bag
Answer: For example, choosing a recycled or recyclable fabric for the main body of the bag.

Question 5

B1 choosing an on-trend colour from the standard, no-extra-cost fabric range
B1 adding a small design detail such as a printed logo or a contrast zip pull that adds little to unit cost
Answer: Any two, for example: choosing an on-trend colour from the standard fabric range; adding a printed logo or contrast zip pull.

Question 6

B1 an aesthetic example, e.g. bright colour patterns, textured fabric, badges, or attractive zips
Answer: Any one aesthetic example, e.g. bright colour patterns on the fabric.

Question 7

B1 a cost-reduction example, e.g. use a cheaper fabric, buy materials in bulk, simplify stitch patterns, or use a lower-cost supplier
Answer: Any one cost reduction, e.g. using a lower-cost supplier for fabric.

Question 8

B1 faster or cheaper design changes, e.g. a design can be adjusted on screen without making a new physical sample each time, saving time
B1 more efficient manufacture, e.g. CAM can cut fabric pieces more precisely, reducing wasted material and cost
Answer: Any two, for example: designs can be changed on screen without a new physical sample each time, saving time; CAM can cut fabric more precisely, reducing wasted material and cost.

Question 9

B1 identifies reason, e.g. feedback can reveal a functional or aesthetic problem before Riverside Bags commits to costly full production
Answer: Testing with parents first can reveal a functional or aesthetic problem before Riverside Bags commits to costly full production.

Question 10

B1 identifies effect, e.g. choose waterproof or coated fabric with sealed seams
Answer: They would choose waterproof or coated fabric and sealed seams to ensure the bag keeps contents dry in rain.

Question 11

B1 identifies effect, e.g. stylish colours, sleek shape, branded logo or designer trims
Answer: They might use stylish colourways, a sleek profile and visible branding or designer trims to appeal to teenagers.

Question 12

B1 identifies a reason, e.g. if function is poor children or parents will not buy, but if cost is too high parents may not afford it
Answer: If function is poor the bag will not meet parents' needs, but if cost is too high parents may not buy, so balancing both secures sales and acceptable margins.

Question 13

B1 identifies consequence, e.g. initial sales from looks but high returns or complaints
B1 develops point, e.g. parents may return the bag if it leaks or straps fail
B1 links to outcome, e.g. reputational damage or increased after-sales costs reducing profit
Answer: Attractive looks may give initial sales, but poor function can cause returns and complaints, leading to reputational damage and higher after-sales costs which reduce profit.

Question 14

B1 identifies point, e.g. CAD lets designers see how a change to appearance affects function and cost together, on screen
B1 develops with an example, e.g. Riverside Bags could test different pocket layouts and see the effect on material cost before making a physical sample
B1 links to outcome, e.g. this reduces the number of expensive physical prototypes needed, so the three elements can be balanced more cheaply and quickly before production begins

Question 15

Level 1 (1-3): Makes simple, undeveloped points about one or two elements, with limited application to Riverside Bags.
Level 2 (4-6): Provides a developed and applied analysis that weighs how function, aesthetics and cost should be balanced for the waterproof school backpack, referring to likely customer needs and business outcomes.
Indicative content:
- Function should be a high priority because waterproof performance and durability are core requirements for a UK school bag used in rainy weather; choices could include coated fabric, sealed seams and tested zips.
- Cost cannot be ignored: Riverside Bags must control material and production costs so the retail price fits the target market; selecting cost-effective waterproof materials or negotiating supplier discounts can help.
- Aesthetics remain important, especially to children and parents who want an attractive design; a balance can be found by using appealing colourways or trims that do not greatly increase production costs.
- Applied trade-offs: investing more in function (better lining) may raise unit cost, so Riverside Bags could offset this by simplifying non-essential aesthetic features, or by offering two versions: basic waterproof model and premium design with extra styling.
- Consider customer segments: price-sensitive parents need reliable waterproofing at a low price, so emphasize function and cost; a smaller premium segment will pay for added aesthetics and branding.
- Conclusion might recommend prioritising function first, controlling cost second, and using selective aesthetic choices to differentiate the product while keeping unit cost acceptable.

Question 16

Level 1 (1-3): Makes simple, undeveloped points about one or two elements, with limited application to Riverside Bags.
Level 2 (4-6): Provides a developed and applied analysis of the benefits and drawbacks of adopting CAD/CAM for how the three design mix elements are balanced, referring to Riverside Bags.
Indicative content:
- CAD allows faster testing of aesthetic changes without new physical samples, so the aesthetics element can be refined more cheaply.
- CAM can cut materials more precisely, reducing waste and unit cost, supporting the cost element.
- Faster design and manufacture could shorten time to market, letting Riverside Bags respond to changing customer tastes more quickly than rivals still using manual patterns.
- Introducing CAD/CAM requires upfront investment in software, equipment and staff training, which raises costs in the short term and may not suit a small business with limited funds.
- If designers spend more time perfecting appearance on screen, there is a risk that function receives less attention unless design briefs stay clear.
- A balanced conclusion: CAD/CAM is likely to help Riverside Bags balance cost and aesthetics more efficiently once the initial investment is made, but the short-term cost increase means the business should weigh the size of the investment against its expected sales volumes before committing.

Question 17

Level 1 (1-3): Makes simple or one-sided points about one option, with limited application to Riverside Bags.
Level 2 (4-6): Gives a developed discussion of both options, applies points to Riverside Bags, and begins to weigh them against each other, but the recommendation is not fully justified.
Level 3 (7-9): Weighs the likely benefits and drawbacks of both options in the Riverside Bags context, uses specific evidence from the case, and reaches a clear, justified recommendation.
Indicative content:
- Option A: CAD/CAM plus recycled materials could create a distinctive, on-trend, sustainable product appealing to environmentally conscious parents and could support a higher price, but needs significant upfront investment in equipment, software, training and premium materials, raising risk for a small business.
- Option B: keeping the existing process avoids new investment and keeps unit costs and retail price low, suiting price-sensitive families, but the design may look and perform similarly to competitors' basic bags, offering less differentiation.
- Trade-off: Option A prioritises aesthetics and, through more precise CAM cutting, could still control cost once the investment is repaid; Option B prioritises cost and keeps function acceptable but limits how Riverside Bags can compete on look or sustainability.
- Application: Riverside Bags has already been described as prioritising cost for price-sensitive families on its basic bags, suggesting Option B fits its existing customer base better in the short term, but Option A could open a new, higher-margin segment if genuine demand for a premium eco-friendly range exists.
- Risk consideration: committing fully to Option A before testing demand could leave Riverside Bags with unsold premium stock, whereas Option B carries lower financial risk but may leave the business more exposed to being undercut on price alone.
- Justified recommendation: a reasoned answer could recommend Option B for now, protecting cash flow and matching the existing customer base, while trialling a small premium range (Option A) alongside it to test demand before committing fully; or argue for Option A if the priority is building a stronger long-term brand identity and the investment is judged affordable.

The Design Mix: Function, Aesthetics and Cost - Worksheets, Questions and Revision

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