WHAT INNOVATION MEANS TO DESIGN

WHAT INNOVATION MEANS TO DESIGN 

 

The ability to think creatively, to solve a problem, any problem - innovation is unpredictable: it springs from different thinking, not from a textbook. It can be a recipe for business success and a path to prosperity. But like any recipe, it needs a vital ingredient: design, the invisible thread that holds innovation together.

Design in its broadest, most creative sense. Design that reduces the commercial risks associated with any new innovation or idea trying to break into the market. Design that taps into the needs and demands of customers, from design strategy to product design, packaging design, production, market positioning and design communication. Design that translates innovation into products and services that are appropriate, useful, affordable, functional and attractive. Design that reflects deeper insight into consumer behaviour and that will result in the innovation being a great success or just another idea that could have been.

Australia has many success stories where great innovations have succeeded through strategic investment in professional design. Through Standards Australia's Australian Design Awards, these stories are being told. The awards expose Australian business success where the power of innovation coupled with good design is leading the way, stimulating others.

Australia needs more of these stories, more exploitation of its creative skills and more internationally recognised brands built on the back of good design and good innovation. More need to be convinced of the power of design.

Brandon Gien, director, Design and
Communications, Standards Australia;
and director, Australian Design Awards

Source