Innovative design is not just about what a product will look like. Innovative design is also based on how the product or service is going to work. For example an innovative design can solve a need and look great to the consumer, but without some type of substance the product is not going to be overly successful.
Certainly innovative design will be about looks and feel. A consumer often shops by looks and feel first before going to the more important matters. Innovative design can help save a business that is struggling. They just have to look for the right innovative design for their product to make sure it is cutting edge. Once the product has been designed the price will need to be factored in to how likely the consumer is to purchase it.