The document discusses design from various perspectives. It defines design as a plan to accomplish a purpose that is both simple yet innovative. Design covers a wide range of areas beyond just product design. The document also provides statistics on the design sector in different countries like the UK, Denmark, Italy, and discusses major design hubs like Milan, London, and Silicon Valley. It compares user-driven design and design-driven approaches. Finally, it discusses trends in design like its growing complexity requiring collaboration and specialization, as well as increasing investment in design from Asian companies.

2.  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.

3. 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.

4.  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.

5. 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.

6.  Relies on users.  Reliance on experts & visionaries.
 Dependent on interaction  Characterized by higher level of
with users to study how they expertise, internal motivation &
use products and services. concentration.
 Familiar types of designs.
 Different designs.
 Easy to implement.  Potentially difficult to implement.
User Driven Design Driven

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

8.  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.

9.  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.
 dSchool
- “Design thinking is a catalyst for innovation.”

10.  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.

11.  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”

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