We believe great design is essential in today’s competitive marketplace. It determines the aesthetic properties of a product – its shape, colour and form. Thoughtful design can inject character and aspirational appeal. Even with non-consumer products, the decision to purchase is influenced by emotional responses triggered by visual and tactile cues.

Industrial design also addresses ergonomics, usability, and manufacturability. It can add value, or differentiate a product from its competitors. It should take into account economic factors like cost and efficiency of production, and contemporary concerns such as recyclability and energy efficiency.

For the customer, great industrial design makes products attractive and satisfying to use. For the supplier, that means boosted sales, improved profit margins and increased market share.