Design is identity! Everything gets styled with a purpose. Design is what defines the character of objects. The discipline always deals with perceptibility, not only visual but also in use. By making characteristics of a thing perceivable, design forms the identity of a product. When emphasizing only some features of a product, a specific characteristic appeal is defined. By doing this, differentiation is made and products as well as whole brands are to be distinguished – products and brands that we connect typical qualities with. The result is a market with diverse products addressing different users manifesting their social status.

Design is culture! Since we humans began forming our environment producing objects and constructing buildings, they have become a necessary part of our lives. In our civilized world, products work as structuring forces for our society. They let us associate with certain peer groups but exclude us from others. By doing so, they define the values within a community. Certain brands and products represent specific groups in a society including their attitudes. Particular styles of aesthetics are seen as valuable and therefore serve as ideals that many people strive for.

Design is future! Designers as well as engineers always work “in the future” as they are shaping the next generation of our everyday objects. Their visions are the basis for the development of future societies. By anticipating trends and combining elements that were formerly separated, they propose ideas of how services and products might be designed. One of their key competences is the ability to visualize their ideas. This way, designers can help illustrating future developments and likewise lay the foundation for a discourse.

Design is economical advance! Brands become visual through design. A brand can only be perceived as such, when she has a consistent design ranging from print and mobile communication to product design and even behavior. A corporate identity nowadays is an essential in every ambitioned company. It guarantees that the touch points of a customer with a brand provide a consistent customer experience creating trust and joy – two major emotional factors when it comes to making a purchase decision. This way, design has a crucial impact on first the emotional and second the actual monetary value of a good, besides its functional advance. Those who fulfill the customers needs better, will gain more economical success – through design.

Design is future! Designers as well as engineers always work “in the future” as they are shaping the next generation of our everyday objects. Their visions are the basis for the development of future societies. By anticipating trends and combining elements that were formerly separated, they propose ideas of how services and products might be designed. One of their key competences is the ability to visualize their ideas. This way, designers can help illustrating future developments and likewise lay the foundation for a discourse.