INGENIEUR
requirements , constraints and economic values , possesses a complex relationship .
Albeit the definition , for the purposes of this article , shall be that “ Design involves the skilled integration of knowledge , intelligence and resources to deliver effective solutions which meet the existing and future requirements of consumers , industry and the national interest .”
WHY DESIGN MATTERS
Design is about the things we make , the places we shape , the illustrations we compose , the human interfaces we configure , the processes and events we organise and the parts and components that we make and produce . The design process brings together art , technology , business and science , integrating a range of considerations that are crucial to human potential , environmental sustainability , wealth creation and innovation . Most of all , design is aspirational and visionary , and for the most part , transcends the future . In developing an economy for transformational change to solve problems , balance our priorities and interests , realise potential , create new value and markets and improve the quality of life , design would be the supernova of industrial strength . Most importantly , design helps businesses compete from higher ground and is the principal way of building sustainability and is a major driver of innovation and economic competitiveness , as depicted in the following figure .
DESIGN AND ITS STRATEGIC CAPABILITY ON HOW WE COMPETE
Governments and leading design institutions are increasingly establishing strategic international partnerships and expanding their global network of international partners to develop trade , promote knowledge exchange and increase their visibility as global design champions . Advanced and competitive nations have developed national design policies that would defend the country ’ s ability to generate economic worth at the global scene .
There is a huge potential for design to play a critical role in propelling the future economy , improving the standard of life and developing industry leadership in the future world . It must be led by a vision that sets out to achieve extraordinary results , realised by strategies that extract the most valuable assets of innovation , creativity and design .
STRATEGIC CONTRIBUTION OF DESIGN
In essence , the importance of design within the present context has not been attributed its true importance . It is only now that the awakening is being stirred . Perhaps all this due to our insistence on placing ourselves categorically within the consuming society . Such a norm creates a complacent , uncreative and uninnovative society ; whereas embracing total design capabilities brings wholesome benefits such as :
● building product ( or brand ) differentiation , and customer intimacy and loyalty ;
● raising customer perception of signaled value and addressing varied markets ;
● influencing dependencies on and of suppliers and buyers ;
● integrating and mediating between professional domains both within the organisations and outside ;
● shaping , communicating , reinforcing and organising internal culture ;
● supporting activities in the value chain ;
● improving processes and systems of knowledge management ; and
10 VOL 83 JULY-SEPTEMBER 2020