Design: the showcase of a product

“Design management is a leadership role, one that requires explaining, inspiring, persuading and demonstrating how design can positively contribute to an organisation in many different ways.” Best (2006)



Design is the process of creation preparing on object for showcase, Management is organization that keeps creation within the realms of its label.

Together design and management make the product a true story that can tell something unique, never touched, never seen, never heard, never tasted.

Design management is both the logical and the creative part of a process, which is reflected in a wider sense in order to enhance every aspect of that process.


Management is a white sheet of paper that is coloured by the thousands of shades that design can offer, in order to increase the value of the sheet of paper, without leaving its shape. In other words, the paper is nothing without the design, but the design cannot exist without the paper to hold and constrain it. Thus it is a symbiotic relationship.

‘The important aspects of managing design, irrespective from the job title, are about understanding the strategic goals of an organisation and how design can play a part,’ (Best, 2006), demonstrating the many ways it can contribute.

Once again, as Best states in Design Management:


‘In the current climate, the economic importance of design, and its use as a communication and strategic tool, has reinforced the status of design management, and placed the true potential of design high up on organisational agenda.’ (2006).


Design can be described as a multifunctional process, because it consists of a mixture of logic and art capable of concretizing the abstract. It provides a source of inspiration, persuasion, and functionality capable of bringing art in the homes of everybody. Design is a powerful tool that, if blended with others, can generate the answer to many problems that afflict these times.

Indeed ‘design can generate ideas and solutions to address marketing’s concern to provide effective products, at the right time place and price.’ (Bruce and Davies-Cooper, 1997).


Design is linked, especially, to culture as Press and Cooper affirm in Marketing and design management:


‘You enter the bathroom and are confronted by a low stool, plastic bowl and small hand towel. What do you do? How should you behave? What does all this mean?

This is a bathroom in Japan, and you are desperately trying to understand Japanese culture.’ (2003).


Culture affects design from country to country, from the concept of space to the concept of time; an encounter of hands that come close together as pieces of a puzzle whose combination fits perfectly.

The same happens to management if it runs into culture.

So every process is important for the growth and development of other processes.


The connection between design, management and culture is a powerful tool that leads to profound possibilities through innovation in visual language. Innovation in design is more than a help to every organisation in terms of communication, as the aesthetic is something that transcends linguistic borders.










Best, K. (2006). Design management. Lausanne, Switzerland: AVA Academia.


Bruce, M. and Davies-Cooper, R. (1997). Marketing and design management. London: International Thomson Business Press.


Press, M. and Cooper, R. (2003). The design experience. Aldershot, Hants, England: Ashgate.


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