May 3, 2012

Designers Institute of NZ Urges Government to Recognise Value of Design

The Government must understand the importance and value of design to the New Zealand economy when it considers diverting tertiary funds from other disciplines into science, technology and maths (STEM subjects), says Tony Parker, the president of the Designers Institute of New Zealand.

Tony Parker, who is professor of industrial design at the College of Creative Arts, Massey University in Wellington, was commenting on the announcement yesterday by Economic Development Minister, Steven Joyce, regarding Government plans to divert funds from faculties such as arts and humanities and funnel them into science, engineering and technology students.

Professor Parker says that while STEM subjects are important, the list is too short: it should be STEM-D, as in D for Design. Because without design nothing gets to the market place or if it does, nobody wants to buy the products. Countries like Singapore and Korea, he says, understand this and are taking the world by storm.

Said Professor Parker: “The Designers Institute of New Zealand supports the Government’s intention to improve our global competitiveness by increasing investment in R&D and STEM subjects. However, we must also invest in our global design competitiveness to ensure that the products and services we produce benefit from first class design.

“I am not just talking about industrial design, but about graphic design, branding and spatial design, so we can fully realise the brilliance of science. You need design to make products and services desirable. Otherwise new scientific and technology products and services remain unappealing and incomprehensible to the end consumer.”

He points to successful global companies, such as Apple Inc: “ Of course, they use science and engineering, but design through its products, services, graphic communications, and retail outlets, is fundamental to their success. Otherwise they would have remained an undifferentiated PC company. Instead, they are one of the most successful companies in the world.”

New Zealand companies who use design effectively to develop and market their products internationally include Fisher & Paykel Appliances and Fisher & Paykel Healthcare, Tait Electronics, and Waikato based Gallagher Industries. He also cites, in the primary industry field, companies such Silver Fern Farms, which is wooing UK shoppers with its innovative branded meat products.

Says Professor Parker: “Our message is ‘Don’t forget that design is a vital part of the mix. If you increase funding for engineering and science, you also need to increase funding for design’. Design must to be part of the strategy.

“The United Kingdom is ahead of us in this – they started with STEM but now they are definitely recognising the role that design plays in R & D and in the commercialisation of products and services. Design is a human resource and to invest in it is one of the most important global differentiators and competitiveness factors.”

The Designers Institute of New Zealand is the professional organisation which represents more than 1000 designers working in graphic, spatial, industrial, and craft design, design education, design management and interactive media.

ENDS

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