PUNTOS DE ENCUENTRO ENTRE LA EDUCACIÓN EMOCIONAL Y EL TEATRO

According to Lorenz (1990:x), the industrial designer is more than just the creator of a nicely shaped colourful product; the industrial designer has knowledge of

marketing, production, finance, strategy and good corporate governance which enables the designer to create a successful product. The designer is described by Strouse (2010:6) as not limited to a product or furniture design but as a person combining engineering, design, art, anthropology and entrepreneurship activities. The designer uses creativity and innovation to provide to the consumer a product or service that they need.

Industrial designers are problem-solvers who find innovative solutions (Reeder, 2006a:11). To succeed as an industrial designer, the following skills are required (Phillips & Thompson, 2011:8):

a. Able to create concepts and to make a final choice for the design problem. b. Able to draw, and build prototypes.

c. Able to evaluate materials and use the safest.

d. Able to look at what is available for the problem at hand.

e. Be sensitive, and reflect on all the factors that could influence the design like sustainability or cultural factors.

The above skills assist industrial designers as entrepreneurs to start-up an own business. A study by the European Commission (EC) found that most innovative ideas for entrepreneurship originate from creative and technical disciplines (EC, 2008:7). The industrial designer is well placed to create a product and start-up a business. It is therefore important to look at this discipline, including other disciplines, in a holistic manner and not to limit entrepreneurship education to entrepreneurship students.

According to Le Masson, Hatchuel and Weil (2011:218), the industrial designer finds “out of the box” solutions for problems. Industrial designers are “value adders” by enhancing products that increase the market share of the product and contribute towards the reduction in manufacturing costs with affective designs (Melles, de Vere & Misic, 2011:149). The industrial designer also needs to be sensitive and understand the surroundings within which it operates, and use technology and innovations for solutions to problems (Pasman & Mulder, 2011:30; Oman, et al; 2013:65).

Key features of industrial designers are that they understand the business and customers’ needs; know how to design products that will keep the business competitive; contribute to new product development; are sensitive to the environment and design towards sustainable development; and, are creative innovators. Industrial designers’ positions in the business become more important, while they participate in shaping business strategy (Warwick Business School & Design Council, 2011:5).

Industrial design is important in a business, but studies to measure the relationship between the roles of design in the performance of the business towards profit are limited, as mentioned by Gemser and Leenders (2001:28), Hertenstein, Platt and Veryzer (2005:3), and Ravasi and Stigliani (2012:464). In a study by Chiva and Alegre (2009:428) in 2004, they focussed on the ceramic tile producers in Spain and Italy and tested the hypothesis if there is a positive association between business performance and design management. The results from the survey supported the hypothesis that design management increases business performance (Chiva & Alegre, 2009:435).

Industrial design plays a key role in economic growth (SABS Design Institute, 2010:11). A new way of thinking, namely “design thinking”, is needed for the 21st century (SABS Design Institute, 2010:95). Knowledge of design will enhance creative and innovative thinking. According to Novoa (2011:23), the “proper use of industrial design can make the difference for industrialised countries so they can keep their hegemony ahead of newly industrialised and emerging economies; the manufacturing industry is no longer sufficient to keep abreast of competition” (Novoa, 2011:23).

In the next section the role of the industrial designer in understanding the consumers’ needs will be discussed, followed by industrial designers’ contribution to business competitiveness, developing new products, sensitivity to the environment and sustainable development, and the industrial designer as a creative innovator.

2.4.1 Industrial designers understand consumers’ needs

Consumers do not just buy a product for its functionality but for the emotional experience as well (Fuchs & Schreier, 2010:17; Secca Ruivo, 2010:62; McDonagh, Thomas & Strickfaden, 2011:301; Singh & Rampal, 2011:356). According to Ventura (2011:73), designers are the intermediary between the design and the customer. The designer needs to be sensitive to the customer because the customer is using the product and can, at times, provide the designer with an idea (Poetz & Schreier, 2012:245). The designer does not design in a vacuum but understands what the consumer needs and designs a product to fulfil this need.

2.4.2 Industrial designers contribute to business competitiveness

Designers assist businesses to stay competitive (Jevnaker, 1998:13). Product design provides the business with an edge over competitors who do not employ or contract a designer (Truong, Klink, Fort-Rioche & Athaide, 2014:867). Design aids the business to be globally competitive by being constantly innovative towards the use of new materials and intelligent manufacturing (Dickson & England, 2011/2012:44). New products can either open new markets or take the market share from competitors (Van Orden, Van der Rhee & Schmidt, 2011:726). Apple is an example of a business that invests in design and it reflects positively in the financial results and market share of the business. An example is the iPod, an Apple product that competed with similar products from Sony, Phillips and Intel. Apple priced the iPod higher than the competitor’s prices. Within six years of launching the first iPod in 2001, Apple controlled 73% of the MP3 market (IBTimes Staff Reporter, 2011).

Small businesses play an important part in new innovations, and are well placed to launch disruptive technologies (Carayannopoulos, 2009:422). Small businesses are much more flexible than large businesses. This can be attributed to red tape and bureaucracy that are associated with large businesses. Flexibility gives newly established businesses a chance to innovate and to establish its products before large businesses’ competitors can respond (Carayannopoulos, 2009:434). In a

survey in 2005 in the USA of 85 design businesses by Vanchan and MacPherson (2008:277), it was found that most design businesses employ less than 20 workers. It suggests that the size of small businesses, their relative flexibility and the relative small size of their personnel provide them with a competitive advantage in relation to their design achievements, compared to their larger competitors.

Marion and Meyer (2011:773) investigated the role of industrial design in 35 early stage businesses in the USA focussing on new product development. Their findings suggest that design increases effectiveness and efficiency in a business. Including an industrial designer as part of the creative innovation process positively impact on the manufacturing process. The researcher observed that the industrial designer has the knowledge about the material used to create the product, how to design the product, be environmentally sensitive and for the product to be produced cost effective. The product presentation is aesthetically and production cost is effective. The industrial designer potentially increases sales and creates a product that is pleasing to the consumer. The industrial designer can also play a decisive role in the start-up phase of a business by acting as an entrepreneur and creating a product that could be marketed.

2.4.3 Industrial designers develop new products

Retail plays a significant part in an economy. This creates opportunities for industrial designers because they create new products to place on the market. New product development is important for a business; however, less than 25% of developments are successful (Evanschitzky, Eisend, Calantone & Jiang, 2012:21). Noble and Kumar (2010:644) determine that design creates value to new consumer products as follows:

a. Rational value – creating an appealing quality product;

b. Kinaesthetic value – ergonomics, human factors and feedback;

c. Emotional value – holistic (for example temporary consumer satisfaction), differentiating (for example novelty product), and the design appeal (for example the iPhone).

A study by Marion, Friar and Simpson (2012:639) over the period 2001-2007, found in an in-depth case study of two design businesses in the USA that new product development is not structured in business and is more goal orientated to develop a specific product. New product developments have a high failure rate with less than 25% of new product developments being successful; yet, if the industrial designer is involved from the idea phase, better outcomes could possibly be obtained (Evanschitzky, et al; 2012:21).

2.4.4 Industrial designers are sensitive to the environment and sustainable development

In the 1980s the role of industrial design shifted focus towards a responsibility to climate change and the preservation of natural resources (Melles, et al; 2011:144). Papanek (1991:27) was the first to address ethics and social responsibility in industrial design, suggesting that it be left to the industrial designer to find a way to address it in the process of design and manufacturing and also fulfil the environmental and social responsibility mentioned. Research by Melles, et al; (2011:144) supported the previous view and appealed for sensitivity to the environmental impact by designers in developing their products. The industrial designer attempts to “merge the practicalities of engineering, technology and business with subtle elements of interface, social concerns and aesthetic desire” (De Eyto, Mc Mahon, Hadfield & Hutchings, 2008:332). St. Pierre (2014:22) argues that designers can make a substantial and positive impact on environmental issues in donating a few hours a week for free to create a better world for all. Business and design are moving both towards sustainable development of either the product or service rendered.

2.4.5 Industrial designers are creative innovators

The industrial designer is capable of creating a successful product because he/she has knowledge of marketing, production, finance, strategy and good corporate governance (Lorenz, 1990:x). Design enhances teamwork within a business because it works across the business functions. The industrial designer also promotes creativity, innovation, promotes in-depth knowledge of engineering,

technology, materials, drawing and business (Reeder, 2006b:16; Rusten & Bryson, 2007:85; Rusten, et al; 2007:133; Klein & Phillips, 2011:9; Pasman & Mulder, 2011:30; Kleinsmann, et al; 2012:486; Childs, 2013:297; Cifter, et al; 2013:306; Lofthouse, 2013:8; Oman, et al; 2013:65). The skill set of the industrial designer is therefore multi-disciplinary.

The above discussion is an indication that industrial designers are creative innovators that can create new and/or competitive products, whilst being sensitive to the environment. The industrial designer understands what the consumer wants, which is very important. Being taught these abilities place the industrial designer in an ideal position to start-up a business.