Great product design is essential in today’s competitive marketplace.

Most obviously, 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.

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

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