Why Design?
Over recent years the performance, variety and quality of products and interior environments have improved whilst their costs have decreased. Within this tough landscape Australian businesses must compete by producing world-quality products that are compelling to their target markets.
Design is a way companies of any size can improve their products and users' experience by building-in unique qualities that can't be easily replicated. Research in Britain has found that companies that strategically use design are more profitable, release more products in shorter timeframes and are less reliant on competing on price alone.
Far from being exclusive and adding cost, design can also be used to revive commodity products, reduce manufacturing cost, increase margins, reposition brands or solve intractable functional or material problems. Most importantly good design delivers differentiation and intellectual property to businesses that use it strategically.
Professional designers represented by the Design Institute of Australia are able to respond to a business's unique set of objectives and independently consider materials, form, function and context to develop creative solutions best able to compete in an ever-expanding market.
Steve Martinuzzo
Managing Director, CobaltNiche
State President, Design Institute of Australia (DIA)
Related Links
CobaltNiche — www.cobaltniche.com
Design Institute of Australia (DIA) — www.dia.org.au
31 March 2008