"Design for Growth and Prosperity", the report by the European Design Leadership Board contains 21 concrete policy recommendations to the European Commission on how we could make better use of design as a driver of growth and a tool for competitiveness.
The European Design Leadership Board was tasked to consider how links between design, innovation and competitiveness could be strengthened. As the European economy continues to face challenges, the report opens up new visions of growth. The Board submitted its report to Commission Vice President Antonio Tajani at the European Design Innovation Summit in Helsinki.
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Rotterdam School of Management (RSM) - Erasmus University Rotterdam.
In collaboration with Faculty of Industrial Design Engineering Delft University of Technology (TUD).
Emphasizing design, and including designers in new product development teams, contributes to new product success. Likewise, involving designers in developing web sites and corporate visual identity helps to improve firm image. Together, this translates to better firm performance. These are the main findings of research conducted in a large sample of Dutch firms from both manufacturing and service sectors.
Two main design foci are identified in the study: experiential design, which is about appealing to the senses, supporting self-expression and evoking emotions, and functional design, which is concerned with technology, functionality and ergonomics.
In recent years, developments in the use of design have blurred the boundaries between design and a range of related activities. Design has come to mean more than giving form; it has increasingly become a strategic element in innovation processes in private enterprises and public organisations.
The Danish government expects design to become an even more powerful driver of innovation in the future. In the autumn of 2010, therefore, the government asked a group of six people to articulate a vision for the future – “Design 2020”. The purpose was to suggest how design can be strengthened and used in order to contribute to growth, productivity, and innovation – areas in which Denmark faces substantial challenges.