Unique Selling Proposition
Unique Selling Proposition, abbreviated USP, refers to the outstanding feature of a product or brand that distinguishes it clearly from the competition’s offerings. Rosser Reeves introduced the concept to marketing theory and practice in the 1940s.
This feature can be associated with virtually any characteristic of a product: form, service, interface, cost, a previously unavailable function, a new concept for use, and so on.
All these factors can be influenced in crucial ways during the design process, so design has the task of making the USP objectively evident to the user.
This is often a decisive argument in hiring a designer: the USP is the focus of a company’s advertising in order to achieve high sales or increase profits.