Intelligent Designscan solve communication problems

Innovation has been the business buzzword for the last few years, challenging new thinking across every industry. But how are companies actually making innovation tangible? Some are using design as a vital component to invigorate the products and services they offer, and not to just look cool, but to reduce costs, improve sustainability, create differentiation and increase price premiums.

Apple uses design to secure a price premium on their products, proving that consumers will pay a higher price for well-designed products and services, particularly when coupled with a compelling and synergistic brand image. Nike is enabling consumers to realize their own innovative designs with its custom-designable Nike ID products – appealing to high-performance athletes as well as the fashion-forward. Using practical style as one of its core differentiators, Target has improved aesthetics and functionality across numerous everyday products from prescription medicine bottles to housewares. Their loyal consumers prove that design can drive preference and create a distinctive, fun brand personality that stands out in a crowded marketplace. Appliance manufacturers like Whirlpool and LG have injected smart and colorful design into everything from washing machines to refrigerators making household chores more efficient and a little less mundane. Johnson & Johnson has invested heavily in an internal design studio charged with building brand distinction and operational efficiencies into its designs. Beyond just differentiating its products, the studio emphasizes an improved sustainability approach to design and packaging with the use of environmentally conscious materials, combining real product innovation with an efficient design ethos.

Although they may have different motivations and strategies, all brands are looking for ways to differentiate themselves. In 2010 expect to see more brands utilize design more effectively to deliver better products, services and experiences that also help to make the world a better place.