Innovation by Design

Design and innovation are inextricably linked, with design being crucial in successful commercialisation of products. Design shapes innovation, making new products practical and appealing, increasing the likelihood of successful implementation or commercialization.

In the United Kingdom, research indicates that businesses incorporating design into their operations are twice as likely to introduce new products or services compared to those don’t.

Companies with a history of innovation recognize the pivotal role product design plays in bringing products to market, yet the significance of brand design and development in this process is often underestimated – whilst in fact, it is of paramount importance serving as the catalyst for successful commercialisation and can be the determining factor in success and failure of the entire process.

Harnessing brand development and graphic design in the borader context involves understanding its intelligent application. The four key areas of impact are:

• Improved prospects of securing funding for innovation: Underpinning innovation with a visual identity and compelling communication material increases persuasiveness and the likelihood that individuals and institutions will invest.
• Improved stakeholder engagement: Making the innovation tangible through design enhances engagement with crucial decision-makers, both inside and outside the business, securing and retaining support, especially during challenging project phases.
• Cost reduction and speed to market: Establishing a clear vision through design aligns co-workers behind the innovation and attracts high-quality talent, improving efficiency, resulting in cost savings and quicker time-to-market.
• Development and marketing of the brand: Innovation necessitates a change to the status quo, emphasizing the importance of a strong brand. Branding sets the vision, establishes a unque positioning, and provides a basis for advertising, social media, and other marketing efforts.

The evidence from long-term qualitative and quantitative research is clear: businesses engaging with both product and graphic design processes are not only more likely to innovate but also more likely to succeed.