Design for Business (Book)

Volume 2

One of very few books to bring together business and design, this collection features essays on topics ranging from branding and sustainability to business-driven design education. The centrepiece of the volume is an essay on simplicity in design by Per Mollerup, a distinguished Scandinavian designer, professor and author. Bolstering this are transcripts of two interviews with the former global art director for Nike for the 2012 London Olympics, paired with a paper on Nike’s design and marketing strategies for the Olympic Games. Other features include a transcript of an interview with Dan Formosa, a New York-based design consultant, design researcher and founding member of the iconic Smart Design studio; an essay on the importance of a research-led design practice in typography; a consideration of colour and brand identity; an essay on packaging design testing methods; a study of greenwashing, sustainability, and communication design; a case study on organizational management by design; an essay on strategic decision-making in new product development; research on how Australian businesses are hiring designers; and an exciting case study on the design partnership between the hearing aid company BHS and the design studio Designworks that has revolutionized a health care sector.

Category: Visual Arts

Edition

One of very few books to bring together business and design, this collection features essays sourced from the Design for Business: Research conference presented by agideas, on topics ranging from branding and sustainability to business-driven design education. The centrepiece of Design for Business is an essay on simplicity in design by Per Mollerup, a distinguished Scandinavian designer, professor and author. Bolstering this are transcripts of two interviews with the former global art director for Nike for the 2012 London Olympics, paired with a paper on Nike’s design and marketing strategies for the Olympic Games. Other features in Design for Business include a transcript of an interview with Dan Formosa, a New York–based design consultant, design researcher and founding member of the iconic Smart Design studio; an essay on the importance of a research-led design practice in typography; a consideration of colour and brand identity; an essay on packaging design testing methods; a study of greenwashing, sustainability, and communication design; a case study on organizational management by design; an essay on strategic decision-making in new product development; research on how Australian businesses are hiring designers; and an exciting case study on the design partnership between the hearing aid company BHS and the design studio Designworks that have developed a new and innovative design solution for the healthcare sector.

Gjoko Muratovski is head of the Communication Design Department at the Auckland University of Technology and area chairman for business at the Popular Culture Association of Australia and New Zealand. He is also the editor in chief of the Journal of Design, Business, and Society.

Foreword, Ken Friedman

Preface, Kristin McCourtie

Design matters, Gjoko Muratovski

The missing link?, Per Mollerup

Typography and research-led practice, Stuart Gluth

The competitive battleground of colours, logos and taglines in brand identity, Julian Major, Aoi Tanaka and Jenni Romaniuk

Allocating the consumer research budget: Trying out the new or the tried and true?, Emily J. Wright

Ambush marketing: Nike and the London 2012 Olympic Games, Gjoko Muratovski

Nike and the London 2012 Olympics – A conversation with Quan Payne (Part 1), Gjoko Muratovski

Nike and the London 2012 Olympics – A conversation with Quan Payne (Part 2), Gjoko Muratovski

The role of design in building public value: The case of the Australian Taxation Office, Nina Terrey

Collaborating with design consultancy firms for effective strategic decision-making in new product development, Giulia Calabretta, Gerda Gemser, Nachoem M. Wijnberg and Paul P.M. Hekkert

Designing competitive edge through job ads: A content analysis of seek.com.au, Jan Jervis and Jeff Brand

‘Ethicalization’ and greenwashing: Business, sustainability and design, Robert Crocker

Design thinking to grow the market: Developing products that address industry and consumer need, Elaine Saunders, Jessica Taft and David Jenkinson

Design research: Past and future – A conversation with Dan Formosa, Gjoko Muratovski

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