Design for Business

Description

One of very few books to bring together business and design, this collection features essays on topics ranging from branding and sustainability to business-driven design education. The centrepiece of the volume is an essay on simplicity in design by Per Mollerup, a distinguished Scandinavian designer, professor and author. Bolstering this are transcripts of two interviews with the former global art director for Nike for the 2012 London Olympics, paired with a paper on Nike’s design and marketing strategies for the Olympic Games. Other features include a transcript of an interview with Dan Formosa, a New York-based design consultant, design researcher and founding member of the iconic Smart Design studio; an essay on the importance of a research-led design practice in typography; a consideration of colour and brand identity; an essay on packaging design testing methods; a study of greenwashing, sustainability, and communication design; a case study on organizational management by design; an essay on strategic decision-making in new product development; research on how Australian businesses are hiring designers; and an exciting case study on the design partnership between the hearing aid company BHS and the design studio Designworks that has revolutionized a health care sector.

Foreword, Ken Friedman

Preface, Kristin McCourtie

Design matters, Gjoko Muratovski

The missing link?, Per Mollerup

Typography and research-led practice, Stuart Gluth

The competitive battleground of colours, logos and taglines in brand identity, Julian Major, Aoi Tanaka and Jenni Romaniuk

Allocating the consumer research budget: Trying out the new or the tried and true?, Emily J. Wright

Ambush marketing: Nike and the London 2012 Olympic Games, Gjoko Muratovski

Nike and the London 2012 Olympics – A conversation with Quan Payne (Part 1), Gjoko Muratovski

Nike and the London 2012 Olympics – A conversation with Quan Payne (Part 2), Gjoko Muratovski

The role of design in building public value: The case of the Australian Taxation Office, Nina Terrey

Collaborating with design consultancy firms for effective strategic decision-making in new product development, Giulia Calabretta, Gerda Gemser, Nachoem M. Wijnberg and Paul P.M. Hekkert

Designing competitive edge through job ads: A content analysis of seek.com.au, Jan Jervis and Jeff Brand

‘Ethicalization’ and greenwashing: Business, sustainability and design, Robert Crocker

Design thinking to grow the market: Developing products that address industry and consumer need, Elaine Saunders, Jessica Taft and David Jenkinson

Design research: Past and future – A conversation with Dan Formosa, Gjoko Muratovski

Sujets

• Sciences et techniques
• Arts and Crafts
• History of art
• General officer
• Design
• General
• Arts & Crafts

Informations

• Publié par: Intellect Books
• Date de parution: 01 juin 2014
• Nombre de lectures: 1
• EAN13: 9781783203772
• Langue: English
• Poids de l'ouvrage: 3 Mo

Extrait

Design for Business

The missing link?

Allocating the consumer research budget: Trying out the new or the tried and true?

The role for design in building public value: The case of the Australian Taxation Office

‘Ethicalization’ and greenwashing: Business, sustainability and design

Per Mollerup

Emily J. Wright

Nina Terrey

Robert Crocker

Typography and researchled practice

Ambush marketing: Nike and the London 2012 Olympic Games

Collaborating with design consultancy firms for effective strategic decision making in new product development

Design thinking to grow the market: Developing products that address industry and consumer needs

Stuart Gluth

Gjoko Muratovski

Giulia Calabretta Gerda Gemser Nachoem M. Wijnberg Paul P.M. Hekkert

Elaine Saunders Jessica Taft David Jenkinson

The competitive battleground of colours, logos and taglines in brand identity

Nike and the London 2012 Olympics – A conversation with Quan Payne

Designing competitive edge through job ads: A content analysis of seek.com.au

Design research: Past and future  A conversation with Dan Formosa

Volume 2

Julian Major Aoi Tanaka Jenni Romaniuk

Gjoko Muratovski

Jan Jervis Jeff Brand

Gjoko Muratovski

Design for Business

1

Design for Business Volume 2

First published in the UK in 2014 by Intellect, The Mill, Parnall Road, Fishponds, Bristol, BS16 3JG, UK

First published in the USA in 2014 by Intellect, The University of Chicago Press, 1427 E. 60th Street, Chicago, IL 60637, USA

Copyright © 2014 Intellect Ltd

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without written permission. A catalogue record for this book is available from the British Library.

Copyeditor: Michael Eckhardt Production manager: May Yao Typesetting: Holly Rose

Print ISBN: 9781783203765 ePDF ISBN: 9781783203772 ePub ISBN: 9781783203789

Printed and bound by Gomer, UK

Creative Director Ken Cato, AO

Design Cato Brand Partners www.catobrandpartners.com

Photographers David Simmonds Sandra Curtis Callum Broom Georgina Leeder Stanley Taylor

Publisher Intellect © 2014 Bristol, UK

Commissioning Editor Kristin McCourtie

Production Editor Luke Farrugia

Editor and Book Series Editor Gjoko Muratovski

3

06

08

12

18

28

42

62

82

94

Foreword Ken Friedman

Preface Kristin McCourtie

Design matters Gjoko Muratovski

The missing link? Per Mollerup

Typography and researchled practice Stuart Gluth

The competitive battleground of colours, logos and taglines in brand identity Julian Major, Aoi Tanaka and Jenni Romaniuk

Allocating the consumer research budget: Trying out the new or the tried and true? Emily J. Wright

Ambush marketing: Nike and the London 2012 Olympic Games Gjoko Muratovski

Nike and the London 2012 Olympics – A conversation with Quan Payne (Part 1) Gjoko Muratovski

100and the London 2012 Olympics – Nike A conversation with Quan Payne (Part 2)  Gjoko Muratovski

110The role of design in building public value: The case of the Australian Taxation Office  Nina Terrey

128Collaborating with design consultancy firms for effective strategic decision making in new product development  Giulia Calabretta, Gerda Gemser, Nachoem M. Wijnberg and Paul P.M. Hekkert

142Designing competitive edge through job ads: A content analysis of seek.com.au  Jan Jervis and Jeff Brand

162

178

198

210

‘Ethicalization’ and greenwashing: Business, sustainability and design Robert Crocker

Design thinking to grow the market: Developing products that address industry and consumer need Elaine Saunders, Jessica Taft and David Jenkinson

Design research: Past and future – A conversation with Dan Formosa Gjoko Muratovski

Acknowledgements List of Sponsors, The Organizers, Advisory Board and Reviewers

5

The goal of this conference is to improve professional design practice…Together, we advance; informed by research and enlivened by the rich dialogue that takes place at this event.

Foreword by Ken Friedman

The Design for Business Research Conference began with a simple thought: research has become increasingly significant in the world of business; therefore when designing products, services, experiences and processes we need today – as well as the organizations and systems that create them – research, scholarship and experimentation must inform designers’ work.

As simple as this idea may seem, it is difficult to bring it into being. The working life of a design firm is a neverending cascade of deadlines, projects and activities, and client budgets rarely stretch as far as we’d like them to. For better – and sometimes for worse – ‘good enough’ must do. But that’s still a problem. As DanishAustralian designer Per Mollerup writes, ‘Good enough is not enough’. The difference separates leading firms and firstrate designers from the rest of the pack.

As one of Australia’s leading designers, and the prime mover behind agIdeas, Ken Cato decided there ought to be a way forward. His idea was to bring working designers and working researchers together in the context of the agIdeas Research Conference.

Since the first conference in 2010, the conference has grown immensely, and participants now come from across Australia and around the world to join us in Melbourne. While the majority of participants are researchers – as expected at a research conference – others come from industry. What is interesting is the breadth of research, the fact that some of our researchers work in industry, and the fact that more working design professionals have become interested in the conference and what we publish.

Building a conference takes time. A good conference develops over time: it necessitates finding a community at the same time as helping to build it. This process takes several years. We are no longer a new conference. Now we are growing towards our next stage.

The Design for Business Research Conference is interesting for the variety of topics that our papers address – and the variety of perspectives that they represent. There is a great deal of work to be done in the next few years in terms of answering questions which designers have previously solved purely through artistry and rules of thumb. The goal of this conference is to improve professional design practice.

The Design for Business Research Conference is a part of agIdeas Melbourne International Design Week – Australia’s leading professional design event and one of the largest design events of its kind in the world. The conference is a part of this concept, and this sets the context for our contribution. Together, we advance; informed by research and enlivened by the rich dialogue that takes place at agIdeas.

Ken Friedman, Ph.D., D.Sc. (h.c.), FDRS

University Distinguished Professor Swinburne University of Technology

Advisory Board Cochair Design for Business: Research Conference

7

The research presented in this book is the outcome of the Design for Business: Research Conference that was presented by agIdeas in April 2013 as part of Melbourne International Design Week, Australia.