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Design is
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The link
between creativity and innovation
Design is a planning and development process, transforming abstract
ideas into desirable objects and services. It harnesses consumer
insights, technological feasibility and business viability.
Design is therefore much broader than aesthetics. It is linked
to functions, ease of manufacture and delivery, sustainability,
reliability, quality and productivity. |
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An integral
part of all businesses
The value of design stretches across all industries and sectors
– from manufacturing to services such as banking, tourism,
transport and logistics. Firms can create a more engaging brand
experience and rewarding customer relationships through better
design, not just in products – but also in services, environments,
and communications.
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Multi-disciplinary
Design should function at multiple levels of a firm’s
activities. It requires more than simple collaboration amongst
the different design disciplines. It needs participation from
areas such as consumer research, engineering, technology, strategic
planning, business management, marketing, psychology, anthropology
and sociology.
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A value
creation tool
Design brings value to businesses by reducing costs, improving
profitability and increasing brand equity. According to UK research,
over a ten year period the share price of design-embracing companies
outperformed the FTSE 100 by 200 percent.
Design has increasingly become a critical part of the overall
corporate business strategy. Designers are natural innovators
by virtue of their empathy, visual literacy and lateral thinking
skills. More and more companies are tapping into the expertise
of designers to create innovative business models, products,
services to meet the latent and unfulfilled needs of customers.
Design also has a social value. Better design means better living.
It brings tangible and sustainable improvements to our living
environment, making it easier, safer and more enjoyable. |
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Design
is the application of creativity to all activities necessary
to bring ideas into use, either as a product, service, process
or an innovative business model. |
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