Export is vital for a company's survival and growth. Design contributes significantly to exports, with the value of design exports outpacing overall UK export growth between 2013-2016. Understanding customer needs, product use, sales channels, logistics, service expectations, culture, and environment are important for exporting successfully. Localizing branding, marketing messages, and adapting to cultural norms and etiquette also helps companies export effectively.

1. Design and exports
7th November 2018
Dr Vicky Kell
Director of Innovation, Research & Development

2. Export is vital for survival
Export is vital for growth

3. Extinction avoidance - exporting
- Select the right market
- Understand customer needs
- Research product use / application
- Analyse sales channels
- Determine logistics
- Understand and manage service expectations
- Understand and adapt to the culture
- Understand and adapt the environment

4. What is different about exporting
• Customer needs
• Product use / application
• Sales channels
• Logistics
• Service expectations
• Culture
• Environment

5. • In 2015 the total value of exports where design had made a key
contribution was £48.4 billion.
• Between 2013 and 2016 the value of design exports outstripped the UK
average
• growing at 1.6%
• value of UK exports decreased by 3% in this period
• The best design performers increase their revenues and shareholder
returns at nearly twice the rate of their industry counterparts
The Impact of Design

6. • Language or cultural reasons for keeping / changing your brand
• Legal and regulatory constraints.
• Localise images and design is as important as translating your
marketing messages.
• Marketing texts, such as slogans, do not always sound good when
simply translated.
• Localisation can capture the persuasive and emotive spirit of
the original marketing copy.
Branding and advertising

9. Car rental brochure, Tokyo
Tokyo hotel rules and regulations
Guest are requested NOT to smoke of do other disgusting
behaviors in bed
When passenger of foot heave into sight, tootle the horn.
Trumpet him melodiously at first, but if he still obstacles
your passage then tootle him with vigor

10. Baby food in Africa

14. Some Do’s and Don’ts in China
Do address the eldest or most senior person first. This is done as a sign of
respect to those in a more senior position.
Do present a business card with both hands and the card faces the receiver.
This is done as a sign of respect
Do join in the toast. It’s very polite to join in on each toast and say the
words “gan bei” (/gan bay/ ’dry cup’) before finishing your drink.
Do present gifts with both hands. This is considered polite in China,
and likewise gifts should be received with both hands.

15. Some Do’s and Don’ts in China
Don’t use white or black wrapping paper. Instead the gift should be
wrapped in festive colours such as red.
Don’t gift a clock or things to do with the number four. In Chinese
culture the clock and the number four is associated with funerals and
death. This is extremely impolite to gift to anyone. Likewise scissors or
sharp objects are not proper either, as they symbolize the severing of
relations.
Don’t write things in red ink. It symbolizes protest or severe criticism and
is very impolite.
Don’t offer a firm handshake. Handshakes in China tend to be softer, and
a firm handshake could be misconstrued as a sign of aggression.

17. Export is vital for growth
Design can help