Centered around the research findings of marketing and design consultants whose clients include Coca-Cola, P&G, General Motors, Deloitte, and Vodafone, among many others, Design for Business takes a practical approach to the role of design as a strategic resource to business. Including the studies of eminent academics, graphic designers, and corporate consultants who have worked with Bentley, Cadbury, British Airways, MasterCard, the Sydney and London Olympics, Nespresso, NFL, and many others, this collection assembles reflections from the people who help define the design and branding strategies of some of the most successful companies in the world. One of the few books available today that brings together rigorous studies on design and business from a multidisciplinary perspective, Design for Business also features a transcript from a conversation between editor Gjoko Muratovski and Dana Arnett, CEO of the US-based design and branding consultancy VSA Partners, in which the latter shares his experience working for more than thirty years with top companies such as IBM, Harley-Davidson, Nike, Converse, GAP, Caterpillar, and General Electric and explains why research and strategy is important in design and branding.
Table of Contents
Preface ~ Ken Cato
Foreword ~ Kristin McCourtie
Adding value to business and industry ~ Gjoko Muratovski
The importance of research and strategy in design and branding: Conversation with dana Arnett ~ Gjoko Muratovski
Design thinking and futures thinking, strategic business partners or competitors? Exploring commonalities, differences and opportunities ~ Bridgette Engeler Newbury
Transforming consumerism by design; reconsidering sustainability and behaviours change ~ Robert Crocker
Rapid adjustments required; How Australian design might contend with a carbon constrained economy ~ Leyla Acaroglu, Liam Fennessy
Industry-driven design education: How much should market/industry dictate pedagogy? ~ Katja Fleischmann
Strategic implementation of design research training: A Case study of the studio-based industrial design PhD embedded in the manufacturing sector ~ Robbie Napper
Developing leaders for the future through art and design studios ~ Barbara de la Harpe, Megan McPherson, Thembi Mason
Interior design as a strategic tool to support diffusion of innovation in the workplace ~ Agustin Chevez Bernaldo de Quiros, Alanya Drummond, Laurie Aznavoorian
A new behavioural methodology: Measuring the effect of packaging design on shopper’s memory ~ Maria Alejandra Pinero de Plaza, Larry Lockshin, Rachel Kennedy, Armando Maria Corsi
Unconscious emotional effects of packaging design elements ~ Lewis Liao, Armando Maria Corsi, Larry Lockshin, Polymeros Chrysochou
More than just a pretty face: The marketing role of colours, fonts and logos ~ Jenni Romaniuk, Nicole Hartnett
Appropriate or inappropriate? Strategic considerations when representing Indigenous culture in communication design and branding ~ Russell Kennedy
Acknowledgements
Foreword ~ Kristin McCourtie
Adding value to business and industry ~ Gjoko Muratovski
The importance of research and strategy in design and branding: Conversation with dana Arnett ~ Gjoko Muratovski
Design thinking and futures thinking, strategic business partners or competitors? Exploring commonalities, differences and opportunities ~ Bridgette Engeler Newbury
Transforming consumerism by design; reconsidering sustainability and behaviours change ~ Robert Crocker
Rapid adjustments required; How Australian design might contend with a carbon constrained economy ~ Leyla Acaroglu, Liam Fennessy
Industry-driven design education: How much should market/industry dictate pedagogy? ~ Katja Fleischmann
Strategic implementation of design research training: A Case study of the studio-based industrial design PhD embedded in the manufacturing sector ~ Robbie Napper
Developing leaders for the future through art and design studios ~ Barbara de la Harpe, Megan McPherson, Thembi Mason
Interior design as a strategic tool to support diffusion of innovation in the workplace ~ Agustin Chevez Bernaldo de Quiros, Alanya Drummond, Laurie Aznavoorian
A new behavioural methodology: Measuring the effect of packaging design on shopper’s memory ~ Maria Alejandra Pinero de Plaza, Larry Lockshin, Rachel Kennedy, Armando Maria Corsi
Unconscious emotional effects of packaging design elements ~ Lewis Liao, Armando Maria Corsi, Larry Lockshin, Polymeros Chrysochou
More than just a pretty face: The marketing role of colours, fonts and logos ~ Jenni Romaniuk, Nicole Hartnett
Appropriate or inappropriate? Strategic considerations when representing Indigenous culture in communication design and branding ~ Russell Kennedy
Acknowledgements