The role of designers has always been to translate and communicate the value a 'business idea to consumers. The best designers can do much more. can help companies to establish a dialogue with consumers that allows you to innovate more efficiently .
Designers must not merely synthesize aesthetics and functionality. E ' their task to understand the emotional and thought processes of consumers in order to justify the change .
It is no coincidence that many of the world's top brands are also a leader in the design field. The design is a key aspect in the creation of a and in ' experience of luxury, of' exclusivity , of \u200b\u200b'belonging Tribal . Consumers who purchase these products often choose them because they represent a part of themselves (or what would be).
say that design is critical to the success of a business' enterprise does not mean that every penny invested in the design is well spent. Its presence should permeate all business functions .
The great designers are visionaries who create value knows no limits in the minds of consumers . They represent a group of individuals capable of see the world through different eyes.
- Deepa Ravi Sawhney and Prahalad, Business Week, February 1, 2010
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