One of very few books to bring together business and design, this collection features essays on topics ranging from branding and sustainability to business-driven design education. The centerpiece of the volume is an essay on simplicity in design by Per Mollerup, a distinguished Scandinavian designer, professor, and author. Bolstering this are transcripts of two interviews with the former global art director for Nike for the 2012 London Olympics, paired with a paper on Nike’s design and marketing strategies for the Olympic Games. Other features include a transcript of an interview with Dan Formosa, a New York-based design consultant, design researcher, and founding member of the iconic Smart Design studio; an essay on the importance of a research-led design practice in typography; a consideration of color and brand identity; an essay on packaging design testing methods; a study of greenwashing, sustainability, and communication design; a case study on organizational management by design; an essay on strategic decision-making in new product development; research on how Australian businesses are hiring designers; and an exciting case study on the design partnership between the hearing aid company BHS and the design studio Designworks that has revolutionized a health care sector.
Table of Contents
Foreword
Ken Friedman
Preface
Kristin McCourtie
Design matters
Gjoko Muratovski
The missing link?
Per Mollerup
Typography and research-led practice
Stuart Gluth
The competitive battleground of colours, logos and taglines in brand identity
Julian Major, Aoi Tanaka and Jenni Romaniuk
Allocating the consumer research budget: Trying out the new or the tried and true?
Emily J. Wright
Ambush marketing: Nike and the London 2012 Olympic Games
Gjoko Muratovski
Nike and the London 2012 Olympics – A conversation with Quan Payne (Part 1)
Gjoko Muratovski
Nike and the London 2012 Olympics – A conversation with Quan Payne (Part 2)
Gjoko Muratovski
The role of design in building public value: The case of the Australian Taxation Office
Nina Terrey
Collaborating with design consultancy firms for effective strategic decision making in new product development
Giulia Calabretta, Gerda Gemser, Nachoem M. Wijnberg and Paul P.M. Hekkert
Designing competitive edge through job ads: A content analysis of seek.com.au
Jan Jervis and Jeff Brand
‘Ethicalization’ and greenwashing: Business, sustainability and design
Robert Crocker
Design thinking to grow the market: Developing products that address industry and consumer need
Elaine Saunders, Jessica Taft and David Jenkinson
Design research: Past and future – A conversation with Dan Formosa
Gjoko Muratovski
Acknowledgements
List of Sponsors, The Organizers, Advisory Board and Reviewers
Ken Friedman
Preface
Kristin McCourtie
Design matters
Gjoko Muratovski
The missing link?
Per Mollerup
Typography and research-led practice
Stuart Gluth
The competitive battleground of colours, logos and taglines in brand identity
Julian Major, Aoi Tanaka and Jenni Romaniuk
Allocating the consumer research budget: Trying out the new or the tried and true?
Emily J. Wright
Ambush marketing: Nike and the London 2012 Olympic Games
Gjoko Muratovski
Nike and the London 2012 Olympics – A conversation with Quan Payne (Part 1)
Gjoko Muratovski
Nike and the London 2012 Olympics – A conversation with Quan Payne (Part 2)
Gjoko Muratovski
The role of design in building public value: The case of the Australian Taxation Office
Nina Terrey
Collaborating with design consultancy firms for effective strategic decision making in new product development
Giulia Calabretta, Gerda Gemser, Nachoem M. Wijnberg and Paul P.M. Hekkert
Designing competitive edge through job ads: A content analysis of seek.com.au
Jan Jervis and Jeff Brand
‘Ethicalization’ and greenwashing: Business, sustainability and design
Robert Crocker
Design thinking to grow the market: Developing products that address industry and consumer need
Elaine Saunders, Jessica Taft and David Jenkinson
Design research: Past and future – A conversation with Dan Formosa
Gjoko Muratovski
Acknowledgements
List of Sponsors, The Organizers, Advisory Board and Reviewers