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Design covers a wide area, not limited to product design. It implies an aesthetic response to a practical problem or opportunity.

Traditionally , design is understood as a plan to best accomplish a particular purpose.

Now, designs are adaptable to various products and contexts.

Characteristics of design includes:
Simple but complete Involvement of users emotionally Timeless and innovative at the same time. Assures familiarity while eliciting surprises.

UK - Design sector is made up of 12,450 firms

- Digital and multimedia design

Improvements in gross revenues by 22%. Improvement in exports by 18-34% of sales.

Denmark - In 2005,
86% of design consultancies were one-person firm. 0.5% had more than 20 employees.

Only 0.6% had employees strength

between 10-19.

Danish Design Centre

Companies that adopt a comprehensive approach to design

make more money and generate more exports than companies that do not use design

Movement of non creating works to low labour cost countries. Increasing Govt spending in Design firms. Designer can add value and create new market.

Build In-house design capabilities. E.g. Apple, Nokia, Sony.

Buy services from design consultancies.

Invite design teams to submit proposals for specific projects. Design as product: Traditional way of thinking design as a outcome or solution to particular problem.
. Design as process: Broadens attention to what is designed to how is it designed.

Design as Transformation: Signifies a proactive innovation capability of an organization.

Relies on users.

Reliance on experts & visionaries.

Dependent on interaction with users to study how they use products and services. Familiar types of designs.
Easy to implement.

Characterized by higher level of expertise, internal motivation & concentration.

Different designs. Potentially difficult to implement.

User Driven

Design Driven

Known for design competencies in domestic and personal-use goods.

700 design firms in Milan (60% of Italian industry)

Accounts for 23% of Italian furniture manufacturers. Italy is the largest exporter of household furniture-16%.

Focused on furniture design. 450 manufacturers. Fifth largest export sector Exports 85% of the furniture it produces.

London: Famous as world centre of design, culture and creative industries. Specializes in creative, design and technology service of all kinds.

Silicon Valley San Francisco:

Specialises in media and technology related design.

Firms that mix creativity and applied design with technological innovation.

Design problems are now too complex and technical for individual designers.

Applying their excellence in design discipline to find solution to

humanitarian and environmental problems.

Curricula has been transformed by the schools to meet the corporate needs.


- Design thinking is a catalyst for innovation.

Design stars- who contribute to important design outcomes creatively.

Due to increasing complexity in design projects, the range of activities have narrowed down.
Designers specialize in the area of competence and intensify their work. In Design organization - Individual differences in ability and influence are consequential in design. E.g. Steve Jobs of Apple.

Substantial increase in investment on design by the Asian companies.

Japan, Chinese, Taiwanese, Korean and Hong Kong, companies and

government have committed to supply huge resources for design.

They compete on differentiation, relevance and value to the customer rather than on price alone.

Business people need to be designers

The future of business is design

Presented By: Siva Priya S Megha Tomar Sonia Malhotra Kaveri Seth Manu Kanchan Megha Dhingra