Design is everywhere. Concept, it became business. The designer is a fashion expert and ergonomics to serve customers of the company.

Search for harmony between form and function of the object qualifier in style with simple shapes and clean, the term “design” evokes the visual and graphic creation, without neglecting ergonomics. This, however, overlooks its economic role.

What is design?

Set design is a challenge, as the concept is complex. The design actually applies to architecture, furniture , to fashion , industry, fine arts, technology, engineering, marketing, etc. The term is overused (“This is furniture design very” or “This website has an interesting design”), without the reality of the business behind the visible part of the iceberg is actually received. Thus, to define it simply, while marketing and evoke the notion of consumer, the design is to design a product that fits the needs of the user, by positioning the user at the heart of the object. A functional analysis which would incorporate an aesthetic dimension.

What is a designer?

While an expert craftsman will be a material (steel, wood, plastic, textile, etc.), A technician will master a skill, and an engineer will work through a process, the designer will evolve in a global system and a transverse dimension. No “one-man band”, it will however reveal talents of “leader” in manageant different specialists working in a company, since the phase of research and development (R & D) will initiate product design , the step into production, then the marketing.


Why design?

To cope with competition from low cost labor, the industrial countries “capitalist” must reposition their strategy on intangible concepts (concept, design, marketing, upstream, but also distribution, merchandising, communication, downstream). The main parameter in the differentiation of a product is made by the customer himself, as a user of the future product or service. The intelligence invested in a new concept becomes a competitive lever, and the choice of design that will meet the expectations of consumers targeted, and that will make them want to buy, be a source of ROI.

Call for projects around the 2011 Design

The Ministry of Economy, Finance and Industry launches the third edition 2011du call for projects of collective action (behind 2006 and 2009) in favor of innovation, creation, design and marketing, the deadline for applications is scheduled for early March 2011. The aim of the approach is to place the user at the center of corporate strategy, to promote non-technological innovation, and strengthening business cooperation and exchange of good practices. SMEs are particularly concerned with the acquisition of design culture, from the perspective of brand positioning or niche.

Stopovers Design Salon 2010 in Bordeaux, and TADI: Trophies Aquitains Industrial Design

This is the context in Aquitaine, favorable to industrial design, the Design Stopovers took place over three days in Bordeaux in December 2010 to allow visitors including 5,000 to appropriate for this second edition of the five senses carriers design (sight, touch, smell, hearing, taste). Prizes were awarded through a contest on the theme of wood, preferred material in Aquitaine, and rewarded by TADI creations.

Design Manager: a multifaceted business

The field of design management is still somewhat fragmented, and it covers the various trades are misidentified. A study on MBA type courses, that would combine the two dimensions, offers six types of “Design Manager”, specifying the skills required and the types of international credentials likely to respond. The different dimensions are identified in artistic, managerial, sales, management, R & D, even though the concept of career is absent for a designer.

Design training to professionalize designers

In France, the offer of training is mainly focused on long courses or shorter non-degree diplomas, while the request is made ​​mostly with expert consultants, private institutes, and trade associations, design schools and universities arriving as a last resort. The creation and structuring of a sector of the design is one of the first issues. The reconciliation between designers and businesses, including SMEs, is essential to promote design among managers, engineers or managers, which will integrate this dimension in their professional endeavors. Finally, offers of training shall be specific to the company size: the pedagogical approach of a small business starts with the acquisition of a design, while a large company will need to integrate more and develop existing skills, to develop monitoring tools, to approximate the functions and design strategy.