February 2009
Following current disfavorable conditions of the global economy with insolvency of many traditional businesses taking newspaper headlines, the red dot design museum reflects on the future of design.
Professor Dr. Peter Zec, initiator of the successful red dot design award, has observed that
companies are increasingly investing in design to strengthen their market positions in spite of the odds ahead. As evidence of these developments, Zec refers to the number of entries to the most recent red dot design competition.
“In this year’s ‘red dot award: product design’ we have noticed that the number of entries has increased by only two per cent compared to the previous year. It is, however, interesting to note that the number of participating companies has increased by approximately 16 per cent,” says Dr. Zec.
This is a clear indication that companies have recognized the value in investing in creativity in order to survive in the global competition regardless the economic climate. With targeted investments in creative achievements, a well-positioned company could enjoy far more success than the competition.
Zec observes that the answer to value in a crisis is quality.
“From a technological point of view we have made top achievements in recent years. Now the task is to separate the wheat from the chaff and this is where design quality comes into play,” says Zec.
As a way out of the crisis, design quality is something that works but requires courage and perseverance, and the necessary funds. What makes it easier for companies is the securing of red dot recognition; that itself makes finding suitable investors a whole lot easier.
Especially in times of crisis, people again and again trust the value of renowned and familiar products. This particularly includes the trust in good product quality. It goes without saying that this is evoked to a large extent by the products’ design. The companies that offer the highest added value through design during the crisis thus also have much better chances of surviving, compared to their less creative competitors. Those who are able to offer products with better design now will in the end survive the crisis and emerge as a winner.
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