Design for Business (Book)
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 centerpiece 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 color 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.