Design must be understood as a word that describes both a process and an outcome. It is the
process of turning ideas into material things. The word design can be used with legitimacy in
many activities, the design of a sales or financial plan, the design of a new organisation, or the
design of a home construction project like building shelves. Many individuals have followed a
design process in the course of their everyday activities. At some level, it is a natural human
ability along with the other innate capabilities such as communication and language.
Industrial Design is the term used when the activity is pressed into service as a formal part of
a business enterprise dedicated to creating artefacts as a part of wealth creation. Prior to
industrialisation, individuals undertaking design were artisan craftsman, we might speculate
on what expertise and knowledge those active in design might need in a future post
industrialist age.
Currently, though, the activity of industrial design is generally linked to product development
in a manufacturing context. It is a factor in the following:
• The creation of products that attain and reach beyond style.
• The integration and application of new technology.
• Activities that enhance or create new markets.
• Activities that enhance and guard brands.
Industrial Design is inextricably a part of innovation and it can make a contribution in the
three broad categories of innovation activity:
• Incremental innovation – improvement.
• Variety innovation - styling/restyling.
• Radical innovation new capability.