institute of design de usi cig egn ntnl time to be … · 2009-09-04 · latest concepts and...

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FUNDS FOR DESIGN DEVELOPMENTDESIGN MANAGEMENT STUDIESTIME TO BE CREATIVEPOLISH DESIGN UNDER SCRUTINY

/REPORT FOR MINISTRY OF ECONOMY/

2008 EVENTS/GOOD DESIGN - 15TH EDITION//GDYNIA DESIGN DAYS//FORTIS YOUNG DESIGN/

K N O W L E D G E , D E S I G N , B R A N D

I N S T I T U T E O F I N D U S T R I A L D E S I G N

2008/3/

INSTYTUT WZORNICTWA PRZEMYS¸OWEGO Sp. z o.o.

Editor-in-ChiefMagda Kochanowska

Graphic design and dtpZdanowicz & Pawrowski

ConsultationEl˝bieta Opi∏a

PublisherINSTITUTE OF INDUSTRIALDESIGN L.L.C.

Âwi´tojerska Street 5/700-236 Warsawtel. +48 22 860 00 66fax +48 22 831 64 [email protected]

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06-07SUMMER OF FESTIVALSGdynia Design Days 2008

08-09ELIGIBLE TALENTSFortis Young Design

12-13CREATIVITY ANDTECHNOLOGY MIXImagine Cup Competition

14-15ATTRACTIVE DOCUMENTSContest for editorialprocessing and publication ofgovernment documents

16-17IWP LIBRARYNew publications in IWP library’scollection

contents

30-31AMBER, GOLD … DESIGNOpportunity for Polishjewellery sector

32-333+3=1Benefits of trilateral projects

34-38FROM WORDS TO DEEDSDesign in Poland. SpecialReport for Ministry of Economy.

39-41UNKNOWN CONSUMER?Analysis of consumer needsawareness

22-23KNOWLEDGE FOR THEMANAGERDesign ManagementProgramme

24-25SCHOOLS ANDCOMPUTERSErgonomic design for schools

26-28IT’S A GOOD TIME TO BECREATIVEFuture of creative economy

42-43IWP 2008Most important eventsscheduled for 2008

02-04For a start

CHANCE THAT CANNOT BEWASTEDChanges at IWP and DesignYour Profit

18-17MONEY FOR THEENTERPRISINGAid for design projects fromPOIG


In 2005, sir George Cox, chairman of the Board of Design Council in London

published a special report addressed to the public administration. Based on

measurable parameters, he demonstrated benefits accruing from the development

of design. These data did not pertain to a single company, but were relevant to

the country's economy on a nation-wide scale. The document received publicity

and attracted the attention of serious business media. When a double-figure

margin increase is at stake, jokes are put aside. We are talking about finance,

not aesthetics.

English exampleFollowing the publication of Cox's report, the BritishDepartment of Trade and Industry commissionedfurther, more detailed studies. A snow-ball effectfollowed, triggered by subsequent meetings withHer Majesty's government representatives. Thethen UK prime minister, Tony Blair, took charge ofthe entire programme. EU funds were channelledinto pilot programmes, which were to help createsustainable mechanisms supporting the use ofdesign in enterprises.Why are the British taking such interest in design?Offshoring of the industry to China or India andexpansion of South America effectively belittles theimportance of European production companies.Currently, over 1000 students graduate each yearfrom industrial design university programmes inChina. When Chinese enterprises tapping cheaplabour start charging a margin for design andbrand, they will face no competition. In England,public funds were allocated to design, not onlybecause designers vividly talked about allegedbenefits. This lesson learned from our colleagues

from the Design Council, an institution having asimilar statute to that of the Institute of IndustrialDesign (IWP) in Poland, has inspired the projectwe called Design Your Profit.

First concrete facts, then missionThe outline of the project aiming to assist Polishentrepreneurs and designers prepared by us hasgradually gained support. We sensed that ourproject had to be different from the British one.Our presumptions were proven true by qualitativestudies. An external research firm held meetingswith both Polish designers and entrepreneurs. Thefindings clearly showed the shortcomings whichprevented the two groups from co-operatingeffectively. We also checked what the two sidesexpected from the IWP. Subsequently, ascommissioned by the Ministry of Economy, weproceeded with developing a quantitative study.We benefited from the involvement of individuals,heads of departments responsible for Poland'seconomic development at the Ministry of Economyand support offered by the Polish Agency of

02

Polish design support program to be launched

BEATA BOCHI¡SKA IWP [email protected]

CHANCE THATCANNOT BEWASTED

Regional Development, to which we submitted aproposal to include the design development supportproject in programmes developed by them. Soonafter, the Ministry of Economy commissioned usto deliver a status report on the use of design inPolish enterprises. At the same time, we set up andconceived the Design Your Profit project. We startedout on the assumption that in Polish reality, inorder to foster co-operation between designersand enterprises, three areas need to bestrengthened:- education in design management – the study

confirmed that enterprises lack competentproduct managers, who could professionallycollaborate with designers, tapping theirpotential;

- financing of design projects and marketresearch, as well as a product implementationpreparation process - many companies choosenot engage in co-operation, as they areconcerned about financial risk;

- creation of sustainable tools to be availablefor future use, e.g. web platforms for entrepreneurs presenting designers' references, elearning training programmes, publication ofthe product implementation manual fordesigners and entrepreneurs, as well as trainingand workshops for designers.

The Design Your Profit programme received theendorsement of the Ministry of Economy and theMinistry of Regional Development. Design sectorwill receive sizable funding under the OperationalProgramme - Innovative Economy (POIG)!

Key programmeWe quickly started our own training and proceededwith formulating large project managementmethodology. Here again, we followed the Britishmodel. The UK administration is considered as

the best managed and most efficient administrationin the world. Currently, we are working out adetailed project plan using PRINCE 2 methodology,as well as a project study, and are formulatingassumptions required to set up an efficient ITplatform and are arranging meetings with regionalpartners with whom we will be organisingworkshops for entrepreneurs and designers.

Polyphony of actionsIn May 2008, we will be holding the 15th jubileeedition of the Good Design contest. In July andAugust we are staging Gdynia Design Days - anevent highlighting achievements in the field of

03


DESIGN YOUR PROFIT

PROGRAMME HAS

RECEIVED THE

ENDORSEMENT OF THE

MINISTRY OF ECONOMY

AND THE MINISTRY OF

REGIONAL DEVELOPMENT.

THE DESIGN INDUSTRY

WILL RECEIVE SIGNIFICANT

FUNDING FROM THE POIG

OPERATIONAL

PROGRAMME!

DESIGN YOUR PROFIT

D Y P

04

Post ScriptumIn response to a question I have been asked most frequently in recent days: ”What has changed at IWP?”, I havea short answer: everything. People, management, our work methods, projects; all these aspects have changed,as have newly-renovated and furnished rooms and exhibition halls. What remains is the same old enthusiasm andunbelievable energy of this special place, built over 50 years ago for the purpose of creating Polish design, in theOld Town part of Warsaw.

WE HAVE STREAMLINEDIWP'S STRUCTURE. FROMTHIS YEAR THE INSTITUTEWILL OPERATE THROUGHITS THREE DEPARTMENTS:

DESIGN CENTRE,EDUSIGN AND

DESIGNLAB.design of Baltic Countries, including Poland.October 2008 will see the launch of a postgraduateprogramme in design management, the first of itskind in Poland. Our partner responsible for thecontent of the programme is the Warsaw Schoolof Economics. Moreover, within the context ofFortis Young Design, we are awarding, togetherwith Fortis Bank, the Professor Wanda Telakowskascholarship for young design graduates. As co-organisers of the Microsoft Imagine Cup 2008competition, we are supporting the setting up ofinterdisciplinary teams - invited to participate areyoung IT specialists and visual communicationdesigners. Within the framework of anothercompetition, announced in partnership with theMinistry of Economy, we are looking for a designof the anti-bureaucratic chair. You can read aboutPAED's (Polish Agency for Enterprise Development)

design-funding projects, as well as other contestsand projects we are concurrently implementing inthe following pages of the bulletin. For years, theInstitute of Industrial Design has been active invarious fields - research, training, exhibitions. Wehave streamlined its structure and staring this year,it will operate through its three departments: DesignCentre, Edusign and Designlab.

There is only one thing we need now: willingnessof designers and manufacturers alike to takeadvantage of the opportunity. Mechanisms, fundsand programmes have been put in place, the restis up to those concerned - they must actively buyinto the process and be willing to use them.

Beata BochiƒskaIWP President

DESIGN CENTRE's mission is to disseminate and promote design among

Polish manufacturers and consumers. The centre carries out its tasks

through a range of activities. One of the effects of DESIGN CENTRE's

activity, which can be appreciated by the general public, is the organisation

of exhibitions presenting the most interesting design solutions and best

design practices - Polish and international. A team of experts devises

and organises Polish and international design contests for best-designed

products on the Polish market, including the Good Design contest. A

separate area of activity is the carrying out of marketing communication

and visual identification projects to external clients' orders. Various

design-related events are being prepared, including presentations of

new design trends in the design of solutions for products and services.

DESIGN CENTRE is responsible for publications concerned with all the

areas of the Institute's activity, including the IWP Bulletin, web site at

www.iwp.com.pl, catalogues, publication of scientific research results

- all of which are devoted to design and design promotion. An extensive

collection of the Institute's library, which for years has amassed publications

on design, provides access to specialist knowledge to all those interested.

DESIGN CENTRE also maintains regular contacts with Polish enterprises,

designers, global brands, Polish and international institutions dealing

with design, as well as the local and central administration.

MISSION

CENTRUMDESIGN

EL˚BIETA OPI¸ADirector of Design [email protected]

The event primarily aims to create the image ofGdynia as a modern centre with high developmentpotential, as well as to induce Gdynia residentsto identify more strongly with their city's development.It is also worthwhile to introduce the local commu-nity to the world of design and show that thematerial world surrounding us may be aestheticand even beautiful.

Design Days are scheduled to run as a cyclicalevent over the summer holiday period. The eventis addressed to Poles and foreign visitors, laypersonsand those affiliated with the design industry. It willprovide an excellent opportunity for presenting thelatest concepts and products by Polish and foreigndesign offices. As a bonus, visitors will have achance to buy interesting objects.

The majority of events will be held between 10-20July - during that time exhibitions will be launched,as will accompanying events, a conference on

ergonomics and ”Walk Along the Path of GdyniaModernism.” Most exhibitions will stay open untilthe end of August. Design Days will be held atseveral locations: Dworzec Morski (Sea Terminal)in Gdynia (ul. Polska 1), Muzeum Miasta Gdyni(Gdynia City Museum) (ul. Zawiszy Czarnego 1)and Pomorski Park Naukowo-Techologiczny (Pome-ranian Park of Science and Technology) (Al.Zwyci´stwa 96/98).

The entire event will be divided into three thematicblocks:

Democratic designAs a part of this block, which should captureinterest of visitors of different ages, there will bea ”Design Icons” exhibition, featuring flagshipproducts designed by famous designers from Balticcountries. Outside the Gdynia City Museum, the

”Design in Containers” will take place, a workingtitle for an exhibition of designers and design

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Gdynia Design Days, or the first in Poland DesignDays of Baltic Countries, will take place in Julyand August 2008. The event is being staged by IWPat the request of the Gdynia City Office.

SUMMEROF FESTIVALS

The presentation of Polish achievements in comparison withother countries' design output is to demonstrate that ourposition in this field has been well established for years.

07

studios accompanied by a fair. Another item onthe agenda will be a ”Walk Along the Path ofGdynia Modernism”, a tour of modernist buildingsin Gdynia on the ”Design bus.” A guide will talkabout the history of the city and modernism soinherently connected with it.

Design of tomorrowThis block is designed particularly for young peoplewho would like to develop their design competence.All events making up this part of the main eventwill take place at the Sea Terminal warehouses inGdynia. The ”Young Design” exhibition will shownew innovative forward-looking designs - not onlytangible objects, but also services. The exhibitionwill highlight the intellectual potential of youngPolish designers; their presentations will focus onvisions of how leisure time will be spent in future.The Sea Terminal will also host the ”Gdynia - Cityof the Future” creativity workshop - design classesfor children and young people of Gdynia underthe supervision of young designers. To mark the

opening of the exhibition, a ”Design Party” will beheld.

Digital designFor enthusiasts of new technologies. The ”GoodDesign” post-competition exhibition will show thebest-designed products present on the Polish market:from home, work environment, public space fur-nishings and fittings to communication means.

Another attraction will be a multi-media presen-tation of projects which made it to the Polish finalsof the international Imagine Cup 2008 competitionin the software design category. The event will alsohost an international scientific conference,

”Ergonomics in the Digital World”, which will featurea presentation of the latest design solutions in thefield of ergonomic development of the Internet,web sites, computer hardware and computerworkstations.

Magdalena Kazulo-Kleyff


A survey conducted by IWP revealed the needs of entrepreneurs and designerswith regard to their mutual co-operation which is to yield innovative products.For this reason, a new innovative programme has been developed, whichwill help the most talented young designers to mark their presence on themarket and show off their abilities. The business world will be able to assessyoung creators' potential. Effective communication and joint ventures arethe best way of developing efficient relations. A good thing is they areendorsed by a financial institution - Fortis Bank.

Usually, during contests, young designers are evaluated by their older andexperienced colleagues. Another popular form of project assessment involvescontests organised by manufacturers - usually the task is to design a product- and yet, award-winning works rarely make it through to production. Youngcreators usually lack knowledge and experience to accentuate those featuresthat may convince manufactures to approve their work for production. Suchdesigns tend to be visually attractive, but are found to have little use for thecontest's organiser.

The idea behind the Fortis Young Design programme is to match businessesinterested in design development with innovative enterprises and to showcaseyoung designers and their potential requiring support and backing ofexperienced partners.

Fortis Young Design - joint project ofDesign Centre and Fortis Bank.

A new programme developed especially with young designers

in mind provides a chance to combine the creativity of

graduates and business experience of entrepreneurs.

ELIGIBLETALENTS!

08 RENATA [email protected]

The first edition of Fortis Young Design programme comprisestwo events:A trend-setting as well as a forward-looking exhibition - veryuntypical for Polish conditions.

An invitation to participate has been extended to interesting young Polishdesigners. They are expected to respond to a design and conceptual tasksset for them: how will leisure time be spent in future? The problem is nottrivial, as forms of leisure are determined by millions of manufacturedproducts. Many anthropologists and sociologists are commissioned todayby leading companies to draw up reports on that subject, forecastingdominant lifestyles 10 years or more from now.

Will work become domesticated or will it weave in and out of leisure, andwe will not be able to say whether we are surfing the virtual space for pleasureor for professional reasons? What will our leisure choices be, will they moreindividual or maybe we will prefer mass entertainment? Or maybe leisurewill be still something else, something we do not know yet today? Certainconcepts will be created that will never make it through to production, butwhich will set the lines along which we will think and that are worth paying

attention to.

The Professor Wanda Telakowska scholarship and internship at the professional studio of the Designer of the Year selected in the GoodDesign contest.

Prizes will be awarded, based on the presentation of design portfolios. Invitedto the award committee, before which graduates and senior students willdefend their projects, entrepreneurs will be selected from among the finalistsof the Good Design contest - Polish and foreign manufacturers and distributors- namely those who work on a daily basis with designs or are responsiblefor design orders and implementations. An opportunity to present one'sportfolio and a scholarship awarded by potential prospective clients affordscontestants a chance to establish viable contacts which can be capitalizedon in future.

1.

2.

HOWWILLLEISURETIME BESPENTINFUTURE?

09


I N S T I T U T EO F I N D U S T R I A LD E S I G N

Microsoft Imagine Cup is the biggest internationalcompetition for students, devoted to new technologies.This year, IWP is a co-organiser of the Software Designcategory. The competition's theme is ”Technology thatenables a sustainable environment.” Finalists of thenational competition will represent Poland in the worldfinals to be held in July 2008 in Paris.

12

IMAGINE CUP 2008

TECHNOLOGY ANDCREATIVITY MIX

13

Competitors are required to create innovative,useful applications for Microsoft Windows andMicrosoft.NET Framework platforms, usingMicrosoft tools and technologies. The task involvesdeveloping one's own ideas into real worldapplications, which can contribute to solvingenvironmental protection problems. For thispurpose, IWP and Microsoft aim to bring togetherIT students and visual communication, productand graphic design students.

”Nowadays, users of IT solutions attach greatimportance not only to their technologicalperformance, but also to ergonomics - functionality,

ease and convince of use and aestheticappearance. For this reason, the common objectiveof IWP and Microsoft is to inspire technologicalcreativity and business awareness in students -competition participants, which will help them totransform competition projects into real-lifefunctional market products,” said Karol Wituszynskifrom Microsoft's Polish branch during the officialinauguration of the competition at IWP's offices.

(ed.)

For more information, go to: www.iwp.com.pl/imaginecup


”Documents published by public administration,including the Ministry of Economy, are characterisedby modest graphic layout. A great deal of attentionis paid to content-related matter to the totalexclusion of presentation quality. Costs are alsoan issue,” says Krzysztof Gulda, Head ofDepartment of Economy Development at theMinistry of Economy. Meanwhile, content relatingto modern economy may be presented in a veryfashionable manner, the more so that the slogan

”innovativeness” is extremely important for creatingthe image of Poland as a modern country havinga clear vision of its development. It is importantto appropriately communicate this vision alsoabroad. Properly prepared Polish strategicdocuments stand a chance of being used at theEuropean Committee and in other countries asinteresting reading material. A decision concerningthe selection of the graphical layout design wasa very difficult one. In the end, a decisive factorwas the use of a format combining effectivecommunication, simplicity and clarity as well asattractive graphical layout. A very interesting tacticwas the use of illustrations dedicated to individual

chapters of the document. The jury made up ofrepresentatives of IWP and the Ministry of Economyselected the design by the Zdanowicz & Pawrowskistudio from Poznaƒ. The contest draws on the longtradition of co-operation between the best Polishgraphic artists and the public administration, whichhas continued since the 1930s. As early as that,Polish artists were commissioned to deliver designsfor the entire collection of posters, otherpropaganda and information printed matter, whichadded to the prestige and quality of Polishdocuments. The best proof of the jury's goodchoice are the enthusiastic reactions of those whoreceive the publication, both Poles and foreignguests alike. As we have learned from the Ministry,the document was simply snapped up - it wasnecessary to ration copies. Many people simplyrefuse to believe that this is a government document.The most important thing, as practice has shown,is that an attractively published document maycost the same as an unattractive one, but may stillhave an infinitely greater impact.

(ed.)

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Contest for editorial processing and publication of the”Strategy for increasing the innovativeness of the

economy in the years 2007-2013” commissioned bythe Department of Economy Development and Ministryof Economy.

ATTRACTIVE DOCUMENTSNow we know that it is possible to publish a government documentin a visually-attractive form. A publication created in the wake ofthe contest was produced in accordance with contemporary graphicdesign standards.

I N S T I T U T EO F I N D U S T R I A LD E S I G N

Ministry of Economy

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in the years 2007-2013

OF THE

NEW PUBLICATIONSIN IWP LIBRARY

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NAOTO FUKASAWA:New York: Phaidon, 2007,239 pagesISBN -978 0 7148 4586 9

Monograph presenting thedesign track record of NaotoFukasawa - one of the bestknown Japanese designersin the world. The presenta-tion covers objects designedby him for a US companyIDEO, created in collabora-tion with the MUJI companyand also those created forhis own company ”NAOTOFUKASAWA DESIGN”. Thebook introduces the readerto his design methodologyand methods he used toensure market success forhis products.

NEWARK TIM: Camou-flage / introd. by JonathanMillerLondon: Thames and Hud-son, 2007, 192 pages

ISBN 13:0-500-51347-7

The book presents a fasci-nating phenomenon ofcamouflage and disguise.In the world of nature, thismechanism allows certainanimal species to changecolour, helping them to

hide from predators. In themodern world, innovativecamouflage methods havebecome a significant issuefor the military. Demandsin this field have openedup new areas of activity forthe design industry. Worldarmies engage teams ofdesigners, artists and scien-tists working together tocreate perfect camouflage.

FAIRS MARCUS: Twenty-first century design:new design icons, from massmarket to avant-garde / forew.by Marcel Wanders - London:Carlton Books, 2006, 463pagesISBN 1-84442-269-0

This richly illustrated publi-cation showcases productsconsidered as design iconsof the 21st century. A col-lection of selected designsreflects directions of cre-ative experiments in con-temporary design undertak-en by eminent designers.The reader will find hereultra-modern objects fromvarious domains of design:architecture, interior design,furniture, lighting, homeappliances, clothes, visualinformation, urban plan-ning and environmentalmanagement.

SLACK LAURA:What is product design?Essential design handbook

- Warsaw: ABE Dom Wy-dawniczy, 2007, 256 pagesISBN 83-922797-6-X

The book attempts to intro-duce the reader to the es-sence of industrial design.Presenting specific products,it illustrates stages of thedesign process, discussesits various aspects and in-dividual creation methods,which are characteristic ofdifferent designers. An in-depth analysis helps totrace the importance ofindividual design stages,as well as product life cy-cles and sources of theirmarket success.

ARDEN PAUL: It's not howgood you are, it's howgood you want to be.London, New York: Phaidon,2007, 127 pages.ISBN 978-0-7148-4337-7

This publication has gainedwidespread popularityacross the world. Thiscomes as no surprise asthe book provides ready-made answers to questions

concerning the develop-ment of one's own person-ality, creative thinking, busi-ness plan development,marketing and advertisingprinciples, art of negotia-tion, techniques for winningover and convincing cus-tomers, working in a cre-ative team, decision-making, etc. By presentingnumerous examples of ra-tional activity and creativedecision-making, the au-thor shows the path to suc-cess.

THORPE ANN:The designer's Atlasof Sustainability.Washington: Island Press,2006, 225 pages.ISBN 978-1-59726-100-5

The designer's atlas of sus-tainability allows the readerto learn about natural en-vironment of specific partsof the Earth. The book high-lights the relationship exist-ing between the activity ofdesigners seeking to ensurecomfortable life for inhab-itants of the Earth and en-vironmental safety of ourplanet. The problems ofenvironmental protectionwere presented from differ-ent perspectives - ecologi-cal, cultural and economic.

compiled byKATARZYNA RUTKA


OUR OFFER FOR ENTREPRENEURSINCLUDES

I N S T Y T U TW Z O R N I C T W AP R Z E M Y S ¸ O W E G O

Warsaw, Âwi´tojerska Street 5/7, tel. (048 22) 860 01 64, fax. (048 22) 831 64 78

www.iwp.com.pl

• preparing design orders• managing new product implementations• executing joint research and development projects• delivering industry reports in the field of product design• joint organisation of exhibitions and conferences• organisation of seminars and conferences• renting conferences rooms• renting exhibition halls• training programmes, postgraduate studies

Marketing and Sales Department

19

Funds to support the Polishdesign sector are on the table,you should only know how toreach them and use them well.

WOJCIECH GRALECSpecialist at Research and Development Unit

(Polish Agency for Enterprise Development)

Polish enterprises in comparison with those from other EU countries are characterised by a low level ofinnovation. This manifests itself, among other things, in a small number of implemented state-of-the-art technologies and a low share of funds entrepreneurs allocate to R&D. At the same time, entrepreneurshave poor awareness of the possibilities afforded by the use of industrial design as a source of competitiveedge. Polish and international law provides for the protection of designs, but as analyses demonstrate,this protection is seldom invoked by businesses operating in Poland. For this reason, the OperationalProgramme Innovative Economy (POIG) envisages a number of actions aimed at supporting Polishentrepreneurs in obtaining aid for the implementation of design projects.

Assistance for design projects under POIG programme

MONEY FORTHEENTERPRISING

One of the measures under the programme, directlyfocused on supporting design projects, is measure 4.2

”Stimulation of enterprises' R&D activity and aid in thefield of industrial design”.

Financing may be applied for by entrepreneurs who wantto buy a service involving the creation of an industrialdesign or a utility model. An applicant will also be ableto produce a design on his own, as long as he demon-strates in the application human and technical resourcesat his disposal. One of the conditions for obtaining aid,the so-called inclusion criterion, will be a requirementto put the design into production at the enterprise. Theproject's profitability and compliance with EU horizontalpolicies: ”Equality of men and women and non-discrimination” and ”Sustainable development” will alsobe evaluated.

Eligibility expenses may include consultancy servicesrelating to the development of conceptual design docu-mentation, engineering design and operation and workingdocumentation for the original product design, necessarytraining, purchase or leasing of fixed assets, developedand undeveloped property and intangible assets requiredto put the design into mass production.

Minimum expenditure eligible to be covered by aid fordeveloping R&D potential and aid in the field of productdesign with regard to the investment part of a project isPLN 400,000. The maximum aid is PLN 21m for theinvestment part of a project, PLN 600,000 for the partrelating to consultancy and PLN 1m for the training part,respectively. Additionally, a percentage share of the co-financing may not exceed limits set out in the Regulationof the Council of Ministers concerning the determinationof regional aid. This means that the maximum aid intensitywill be 70% for small, 60% for medium and 50% forlarge enterprises and will depend on the location of thesupported project.

Another measure under which entrepreneurs will be ableto obtain EU funds for work involved in preparing aproduct design is measure 1.4-4.1 ”Support for specificprojects and support for the implementation of R&Dwork results”.

In the case of this measure, projects will run a two-stagecourse. The first stage will involve industrial researchand development work. Industrial research is understoodas research conducted with a view to acquiring newknowledge and skills in order to create new products or


20

”EQUALITY OF MEN ANDWOMEN AND NON-DISCRIMINATION”+ ”SUSTAINABLEDEVELOPMENT”

services or make considerable improvements thereto.Development work involves the use of possessed knowl-edge to plan out production, design new products orservices. This work may include producing all documen-tation required to put the research results into production,including preparation of designs, plans, developmentof device prototypes and carrying out of necessary tests.

Applicants will be able to decide for themselves who willcarry out research work. If they have suitable resourcesat their disposal, there are no reasons why they cannotcarry out such work on their own. It will also be possibleto engage an external research unit or network or otherinstitutions to carry out research. In accordance with theproposed list of eligible expenditure, co-financing willcover expenditure relating to the remuneration of personsinvolved in project implementation, as well as depreciationor purchase of required equipment. Eligible expenditurewill also include purchase of intangible assets necessaryfor project execution, as well as consultancy servicesused exclusively for the above-mentioned purpose.

Applicants will be able to proceed with the second stageof the project - implementing research results at theenterprise, providing that the research part of the projecthas been properly completed. By default, all projectsshould comprise both the research and implementationpart. However, if conducted research fails to bringexpected results or conducted market research demon-strates that implementing the results will be unprofitable,then the project will not receive funding at the secondstage of its implementation. In such cases however, theentrepreneur will not be required to return funds obtainedfor research work.

During the second stage of the project, eligible forfinancing will be investment projects seeking to commer-

cialize research work. Here, entrepreneurs will be ableto obtain funds for the purchase or leasing of fixed assets,intangible assets, developed or undeveloped propertyand carrying out of necessary construction work.

The maximum amount of co-financing available for R&Dis EUR 7.5m, and PLN 20m for putting R&D deliverablesinto production.

In order to obtain legal protection of industrial designsor utility models, Applicants will be able to apply forassistance under measure 5.4 ”Intellectual propertymanagement”. The assistance may cover: costs ofpreparing an application by a professional attorney (whoin accordance with national regulations is authorised toact vis-a-vis competent authorities granting protection),official fees for registering an invention/utility mod-el/industrial design, costs of proceedings before compe-tent authorities held with a view to obtaining protection,costs of representation by a professional attorney beforea given industrial property authority. It should be remem-bered that one may not apply for grants to financeprojects involving registration of an invention, utilitymodel or industrial design with the Polish Patent Officein order to seek protection in the territory of Poland.Protection of industrial property may be extended toinclude the territory of Poland only providing that theapplicant files an application under the internationalprocedure, where the territory of Poland will not be theonly terri tory in which protection is sought.

KNOWLEDGEEDUSIGN is responsible for the educational activity of the Institute of

Industrial Design. EDUSIGN's mission is to provide educational support

to Polish entrepreneurs and designers with launching new design products

on the market with a view to ultimately increasing the competitiveness

of Polish enterprises. EDUSIGN promotes knowledge about the principles

of development and market launch of those products in whose case

innovativeness and modern and professional design play an important

part. Educational activity involves, inter alia, organising conferences,

training and workshops for entrepreneurs, managerial staff and designers.

These events address topics formulated on the basis of Polish and

international experiences, including: methodology of the process for

launching a design product on the market, minimising business risk,

design product management as an aspect of building the enterprise's

development strategy and the role of design as a factor increasing the

product's competitive advantage. Within the framework of EDUSIGN,

the Institute, together with Warsaw School of Economics, is launching

a postgraduate course ”Product design in new product development

management” targeted at product managers. The Institute's employees

also work as lecturers at higher education institutions training students

to become designers and product design specialists.

LIDIA ROSTKOWSKA-LIPKAEdusign Project Manager

EDUSIGN

[email protected]

Highly-qualified employees prepared to pursue a profession of product mangerwill soon enter the market. As Tadeusz Go∏´biowski, Professor at the WorldEconomy College, WSE in Warsaw says, improvement of product innovationprocesses is necessary for boosting the competitiveness of Polish enterprises.One of the key aspects of the new product development process (and productmanagement) is design. Designers not only put products into aesthetic package.They are also responsible for equipping products with features that satisfyessential requirements of buyers. Design is currently an important tool of the

22

LIDIA ROSTKOWSKA-LIPKA

KNOWLEDGE FORTHE MANAGER

Postgraduate course ”Product designin new product developmentmanagement” - a joint initiative of IWPand Warsaw School of Economics

The postgraduate course offered by the Institute of Industrial Design and theWorld Economy College, Warsaw School of Economics in Warsaw providesa response to the market needs in the field of education of specialists in designproject management.

Under the programme ”Innovation Creator”

implemented by the Ministry of Science and

Higher Education, the Institute of Industrial

Design will award bursaries of PLN 4,000

to graduates meeting the following criteria:

successful completion of Bachelor's or Mas-

ter's degree university programme in the

field of economics (such as: marketing,

management) or design (such as: school

of fine arts, technical university). For those

graduates, the course fee will be PLN 2,000

per year of study.

IMPORTANT

[email protected]

The course is addressed to graduates of university programmes in the field ofeconomy, such as marketing, management and design programmes offered byhigher education institutions such as schools of fine arts or technical universities.Classes conducted on a part-time basis will be held every two weeks (onSaturdays and Sundays) in the form of sessions. It will take to two semesters tocomplete the entire programme. Successful graduates will receive a postgraduatecourse diploma. In order to receive the diploma, students will have to get creditsand defend their diploma thesis written under the supervision of a thesis supervisorof their choice. The teaching staff composed of specialists in the field of (product)design and ergonomics will be provided by the Institute of Industrial Design.Warsaw School of Economics will provide specialists in the field of management,finance, etc. Graduates of the programme will be specialists fully qualified tomanage the development of new products in enterprises, put them into productionand successfully launch them on the market. The first classes will take place inOctober 2008. Classes will be held on the premises of the Institute of IndustrialDesign in Warsaw. The course tuition fee is PLN 6,000 per year of study (twosemesters).

Thematic areas covered by the course curriculum:– industrial design as an element of the company's strategy and gaining competitive edge on

the market,– product management in enterprises,– understanding the needs of the consumer and the market (research methods and how these

translate into new product design),– practical application of principles of ergonomics for designing new products,– legal aspects of managing new product development process,– financial issues relating to project management.

23

marketing strategy. For this reason, product managers, marketing specialists,as well as specialists working in departments responsible for research anddevelopment of new products and in production departments of enterprisesmust in particular be familiar with this issue. WSE's contribution to the creationof the course programme includes classes devoted to marketing conceptpresentation, competition strategy, analysis of new product development process,use of marketing research for this process, as well as discussion of organisational,financial and legal aspects of innovative projects.


dr IWONA [email protected]

Schools andcomputers

24

Research and Development III: Ergonomic

Design for Schools

An integrated computer work-stand.

Warsaw, October 10, 2007.

The new project, addressed especially to young designers, facilitates combiningthe creativity of graduates and business experience of entrepreneurs.

During the conference that took place in Octoberall those involved supported the idea of makinga project to design, build and implement intoproduction an ergonomic work-stand for students.The project is to be completed with exemplarysystemic solutions in the area of spatial planningof computer labs that are available for schools inthe present economic conditions. Making an offerto undertake such a project, the Institute was awareof the fact that completing the task requires thecommon effort of many partners: scientists,designers, teachers and students, furnituremanufacturers, computer scientists, localgovernment authorities, school inspectorates andothers. It was necessary to buy the equipmentenabling us to accumulate biometric andbiomechanic data essential in outlining ergonomicassumptions for the project. This was possiblethanks to the fact the Ministry of Science andHigher Education at the same time acceptedanother project - one concerning the analysis of

a student's body movements in three dimensionswhile working with a computer, which wasintroduced as part of IWP statutory activity for2008. Generally speaking, the project which wasdecided upon during the October conference isgoing to include a wide range of research thatwill provide the designers with comprehensiveinformation. This entails analyzing the conditionsof equipment, spatial conditions and requiredequipment for laboratories. Specialist analysis willbe carried out, concerning for example the didacticprocess in teaching information technology inprimary schools and junior high schools, aided bythe equipment and spatial arrangement ofclassrooms. Then, the next thing to do will be tofind a partner - a company or companies - thatwill implement the project into production, andorganize a tender/contest procedure for industrialforms designers.

The tender will include school furniture designs as

well as concepts of spatial arrangement inclassrooms. IWP will draw up the assumptions andinstruction materials, and will organize specialworkshops, during which the contest participantswill get detailed information concerning this project.

After one concept has been chosen, themanufacturer will make prototypes and subsequently,school furniture for computer laboratories will beproduced. It is planned to fully equip computerlabs in a chosen group of schools as a pilotprogram. At the same time, certified furnitureprojects will be introduced to the market. Importantly,local councils have already expressed their interestin the project.

This year IWP is planning to organize the nextconference, Research and Development IV. Thistime it will be entitled ”Ergonomics in the DigitalWorld” and be organized as part of the GdyniaDesign Days* in July, 2008.

25

* For more information see page 6.

Then, the next thing to do will be to find a partner- a company or companies - that will implementthe project into production, and organize atender/contest procedure for industrial formsdesigners.


A growing interest in the creative industries sector in Europe has contributedto designing research programmes and professional analyses of the sector,which allows us to understand it better. According to the definition proposedby the British Department for Culture, Media and Sport, the creative industriesare those based on individual creativity, skill and talent. They have also thepotential to create wealth and jobs through developing intellectual property.Advertising, architecture, crafts, arts and information technology are examplesof such industries.

In 2006, the Belgian consultancy company KEA European Affairs prepared”The Economy of Culture in Europe” report requested by the EuropeanCommission. The report, which sums up the first research of that kind ona European scale, indicates a number of direct and indirect factors withinthe sector of creative industries which have impact on fulfilling the objectivesof the Lisbon Strategy. The main objective of the strategy is making the EUby 2010 the most competitive and dynamic knowledge-based economy inthe world. Indirect factors include: links between creativity and innovation,links with the ICT sector, regional development and the attractiveness ofcreative industries. Direct factors include fast-growing employment andinfluence on GDP growth.

IT'S A GOOD TIMETO BE CREATIVE

26

A new era is coming - an era of creative economy, in which creativity,imagination and innovations will be of paramount importance.

According to the report:– the creative industries sector turned over more than 654 billion Euros

in 2003.– it contributed to 2.6% of EU GDP in 2003.– the overall growth of the sector's value added was 19.7% in 1999

2003.– in 2004, at least 5.8 million people worked in the sector, equivalent

to 3.1% of total employed population in Europe.

KEA European Affairs assumes that the creative sector, in line with culturalsector, create a so called creative economy. The table shows the industriesof the creative and cultural sector.

LIDIA [email protected]

27CR

EA

TIVE

SEC

TOR

FIELD SECTORS

SUB-SECTORS

CHARACTERISTICS

CULTURAL SECTOR

SUB-SECTORS CHARACTERISTICS

Arts visual Arts crafts, paintings,photography

'Snap-consumption'non-industrial goods:art fairs, exhibitions, concerts

performing arts theatre, dance,opera, circus

cultural heritage museums, libraries,monuments

media films and videos Copyright-based culture goodsaimed at massive reproduction

television and radio

video games

music recorded musicmarket

books and press

creative industries design fashion design,graphic design,interior design,product design

Industrial activities or producingsingle copies,goods based on copyright andtrademarks;the use of people's creativityoriginating in the arts and mediafield as a development factor

architecture

advertising

related industries new technlogies:IT, multimedia, mobileindustry

Dynamically developing sectors,including the ICT sector

CU

LTUR

AL SE

CTO

R

For the purposes of this article, the term ”creative industries sector” was adopted.It is understood as a number of industries delineated in the above table, withouta division into a cultural and creative sector. On the basis of the definitionsquoted, one can propose a conclusion, saying that the creative industriessector encompasses branches which are very diverse - they have disparatespheres of operation, they often differ in character, manner and objective oftheir activity. The sector includes both the industries which operate to gainprofit, as well as those subsidized or supported by the state or municipal budget.What they have in common is the fact that they are based on individual creativity,skill and talent.


The creative industries sector is shaped mainly byall the young and small companies which are themost flexible and innovative. They contribute toincreasing the pace of structural economic changesand create more jobs. For many cities, creativeindustries constitute a strategic direction in theirdevelopment. Among the agglomerations whichhave been successful, one can mention e.g. Berlin,a place where special programmes to support andpromote the sector are undertaken.

In 2004, The Berlin Senate Department for Eco-nomics, Labour and Women”s Issues in cooperationwith the Department for Science, Research andCulture launched The Creative Industries Initiative

”Berlin Zukunft”. The objectives of the programmeare wide and include: examining problems andpotentials of the creative industries, highlightinginterfaces between creative industries and culture,as well as developing and implementing compre-hensive solutions for funding culture and promotingentrepreneurship within this sector. According tothe data of the Berlin senate, the creative industriessector when compared to other municipal economysectors, shows higher turnover and income as wellas better employment indices. These data confirmthe potential of creative business, especially whencontrasted with the general tendencies in theGerman economy, which indicate constantly de-creasing employment figures.

Today, Berlin is the embodiment of creativity andattracts creative minds. Designers, fashion designers,photographers and architects from all over theworld are all willing to benefit from competitiveflat rents, low living costs, cooperation amongcompanies and enthusiastic clients. There arealmost 1500 designers in the city, making it theGerman capital of design. The air of creativity

attracts also big corporations. They move theirdesign departments to Berlin and surroundings,an example being Volkswagen AG. Fashion, graph-ic and media designs are very often combinedwith product designs. Consolidation of variousprojects is characteristic for companies such asMetaDesign, ART+COM, Plexi and Moniteurs.Berlin is conducive to linking design and productionwith marketing strategies, discovering market nichesand innovations starting new trends. Additionally,the city offers a vast repertoire of cultural events:Design-mai, Up-date and the Berlin PhotographyFestival. With an overall turnover of 8 billion Eurosand 8% growth dynamics, the creative industriessector has become a vital part of the Germaneconomy.

The fact that the creative industries sector has agreat impact on urban agglomeration development,has resulted in global programmes that aim atmonitoring and promoting the effects of localcommunities activity. The two most popular world-wide programmes are: City of Design, undertakenby UNESCO and World Design Capital, preparedby the International Council of Societies of IndustrialDesign (ICSID), which embraces 160 leadingorganisations in the world involved in designdevelopment, including IWP.

These programmes are aimed at the developmentof economy, societies and support for the culturaldiversity of cities. They should result in a higherquality of life, a strong sense of identity andcommunity. ”Cultural tourism” development is alsoan important element of such programmes. More-over, investors are won as a result of an appropri-ately implemented strategy of city development.Thus, creativity stimulates both local and interna-tional markets development.

The Institute of Industrial Design (IWP) for 50 years has operated on the creative industries marketand really understand its needs. We actively contribute to the creative industries sector, providingvarious services, such as:- advice on the process of new product and design developments- cooperation with the leading brands in the field of creative economy- promoting and organizing exhibition events- education and multimedia- statements and references provided by IWP's foreign partners, available thanks to ICSID membership

WE

AC

TC

RE

ATIV

ELY

28

Only such knowledge can be the foundation on which one may implement

design in the production process in Polish companies in order to use it to

increase the competitiveness of the economy. DESIGNLAB conducts research

in the field of ergonomics, anthropometrics and biomechanics. Its research

findings constitute the basis for designers and producers in creating modern

ergonomic designs. It is conducted in cooperation with Polish producers, on

commission from public administration as grant-based company projects.

The interdisciplinary team boasts considerable academic achievements and

is made up of anthropologists, experts in biomechanics and fabric technology.

DESIGNLAB owns the apparatus and software that can be used to conduct

electrophysiological, tensometric and anthropometric research and will soon

purchase equipment used to analyze movement and changing body position

in 3D. The second important area of DESIGNLAB activity consists in preparing

and carrying out market research, providing expert opinion and consultation

for companies, designers, state and local administration. This is all done

to provide knowledge on detailed issues in the area of design, which is

aimed at supporting economic development.

DESIGNLAB works to provide entrepreneurs, designers and

economic authorities with solid and verified scientific and

marketing knowledge.

RESEARCH

DESI

GNLAB

[email protected]

dr IWONA PALCZEWSKADirector for Researchand Development

For the last few years the jewellery-making andgoldsmithing market in Poland as well as legaland institutional aspects of Polish economic lifehave been undergoing considerable transformation. In particular, considerable changes were introduceddue to our access to the European Union andratification of the Vienna Convention on the Controland Marking of Articles of Precious Metals.IWP's experts analyzed the Polish jewellery market,

its main participants, customers, and current trendsin jewellery design, pointing out chances andbarriers for design development in the jewellery-making, goldsmithing and amber sector in Poland.The experts presented pathways and concepts ofthis sector's development in chosen EU members(Italy and Germany) and carried out an analysisof law regulations and the training system in theprofession of jeweller-goldsmith.

It appeared that this branch of Polish economy ischaracterized mainly by long standing traditions,dominance of small craft companies (micro-business) and lack of natural raw materials. There-fore, jewellery-making and amber craft in Polandcan go into two directions in order to develop.Either they may encourage good design in massproduction, since this contributes to a large segmentof the market, or they may support highly innovativedesign trends in so-called designer jewellery. Train-ing programmes in the profession of jeweller-goldsmith, both on the vocational as well as higherlevel of education, lag behind economic changesthat have recently taken place in Poland. Thus,

”Design as an opportunity for

the development of the jewellery-

making, goldsmithing and amber

sector in Poland” is a specialist

report, which may elevate design

to the position of a factor shaping

the company's brand name and

increasing the competitiveness

of domestic jewellery products.

dr IWONA PALCZEWSKA

AMBER, GOLD...DESIGN

The current state of Polish jewellery-making and amber craft in respect to

design was analyzed by the Institute onrequest from the Department for

Economic Regulation of the Ministry ofEconomy.

30

[email protected]

31there is a need to enrich teaching programmeswith elements such as: the rules of pattern design,development of aesthetic sensitivity and creativity,design product management, awareness of thefunction design has in competitiveness, companypositioning on the market and brand development,adjustment of products to market trends andfinally, legal protection of intellectual property,including some knowledge of copyright.

The report presents a thorough study which maycontribute to making legally and administrativelybounding decisions, supporting the developmentnot only of design, but also modern teachingprogrammes for vocational schools, within aswell as without the jewellery sector.

Report:Przemys∏aw Giera∏towski Jacek CynkeConsultation:dr Iwona PalczewskaSources:Janusz Wasilewski

photo: press bulletin W. Kruk


32

Three partners: IWP, PROFIm and a designerTree objectives: making knowledge available to designers;getting a design project; implementing it in industry.One effect - an excellent product.

3+3=1!

dr IWONA [email protected]

Research - implementation project in cooperation

with PROFIm ”Designing and implementing into

production an integrated computer work-stand for

the sitting-lying position”

On November 7, 2007,fifteen individual designersand design agenciesrepresentatives took part ina meeting and workshops. At the meeting PresidentBeata Bochliƒska presentedthe conditions of the contestand later dr IwonaPalczewska and dr AndrzejMastalerz madepresentations on the topicof ergonomic, physiologicaland biomechanicsconsiderations in designingwork-stands for sitting-lyingposition. Such a positivereaction to our invitationproves that the efforts madeby the Institute to increasethe effectiveness andstrengthen cooperation withdesigners and industry,were noticed by theaddressees of ourundertakings.

33

A + for the designer. Every participant of the contest organizedby IWP can free of charge use the results of ergonomic andbiomechanics research conducted in recent years, as well as designrecommendations based on them. All the designers can use boththe knowledge they gain and the projects prepared (after the graceperiod) in cooperation with a chosen company. The selected projectwill be implemented into industrial production, also thanks to fundswon by IWP. The author of the project will sign a contract guaranteeinghim both remuneration and royalties. Moreover, the project will beentered for the Red Dot international contest.Dot.

A + for the producer. The company implementing the projectwill get an innovative product accompanied by a researcher's opinionconcerning its ergonomic and biomechanics characteristics. Theproducer may also choose from a few projects whose authors arethe most distinguished Polish designers in the furniture sector. Theintended presentation of the work-stand at the International FurnitureFair ORGATEC in 2008 in Cologne and entering it for the contestPRODUKT PRZYSZ¸OÂCI (The product of the future) are amongadditional benefits.

A + for IWP. The Institute of Industrial Design also benefits formthe project. It wins partners for further cooperation, and, thanks toevaluating every process in the project, also knowledge as how toimprove its work in future.Of course, one cannot forget that the object of design - a computerwork-stand for sitting-lying position - is in itself attractive. First of all,it is an innovative product whose utilitarian qualities have beenproven scientifically. Additionally, it may make every 'idler's' dreamscome true. The sitting-lying position, with the corpus leaned backwardsand lower limbs stretched forward and slightly bent at the knee, iscalled the 'driver's position'. It is one of the most convenient positionswhen one considers activities not requiring physical strength butrather full long-span concentration while performing activities ata high level of precision - e.g. while working at the computer.Biomechanics research shows that in the sitting-lying positionintervertebral discs undergo low pressure and paravertebral musclesshow low activity, which contributes to preventing movement apparatusrelated diseases.

A formula which is of benefit to all thepartners is the key to success.

only pluses


FROM WORDS

TO DEEDS

Where do these data come from? We have them thanks tothe analysis of design in Poland prepared by IWP on request fromthe Ministry of Economy. Without solid knowledge any serious debateis impossible. Thus, 'hard' arguments, preferably numbers, shouldbe mentioned. If we wait for the state's support for design development,we must speak of measurable benefits for companies and the wholeeconomy. Such conclusions were drawn after a meeting with KrzysztofGulda, director of the Department of Economic Development (inthe Ministry of Economy). Thus, without solid knowledge we will notconvince the governing bodies..

The Minister of Economy had been invited to award 'Dobry Wzór'(Good Design) at our gala in May last year. We did not believe theinvitation would be accepted but were mistaken. Minister Piotr Woêniakcame and not only gave the award but also talked to the leadingproducers and designers, contest finalists, those whose everyday workrelies on design and cooperation with designers. In his speech, theminister mentioned the growing role design plays in the economicdevelopment in Poland. We have remembered his words! We askednot for money for exhibitions or other activities promoting design butwanted the Ministry to order a professional report on the conditionof Polish design. A similar report helped to get the state's support fordesign development in Great Britain. Now we wanted to show how

FROM WORDSTO DEEDS

Design in Poland. A Special Reportfor the Ministry of Economy.

About 80% of companies declare that next year they will introduce a new product to

the market. Those that claim design is essential for their development implemented

four times as many patterns as all the others. More than 90% of design leaders in

Poland intend to order a new design project next year and nearly 90% of companies

indicated quality as the most important factor influencing selling figures.

A similar number modify the patterns already present on the market, 11% admitting

they copy others' designs ...

35BEATA BOCHI¡SKA

[email protected]


the economy in macro scale can benefit from design.We knew that in future it would be more difficult toignore numbers..

Such a report reveals the truth: the present conditions,potential benefits, threats and weak points. It explainswhy in a country with 40 million people, whereindustry is an important element of the marketrelations, product design does not develop sufficiently.Is it possible to consciously use design to increasethe mark-up or to cease positioning oneself merelyas one who works on somebody's commission?Why is it that so many domestic producers cannotemploy the potential of Polish designers? In whatway can designers meet clients' expectations?

The Ministry of Economy ordered a report whosescope was similar to ones in other EU members.Preparing and carrying out the research in athorough manner as well as drawing up the reportfor the sample of 300 companies from all overPoland took six months. While it was being done,we contacted institutions who undertook suchanalyses in other countries. E.g. the British couldfinance Designing Demand, a large programmesupporting design development, due to their re-search. We used their experience and absorbedtheir knowledge, yet we were not uncritical. Wedrew conclusions, trying not to repeat others'mistakes. At the same time, we evaluated ourcurrent needs.

We chose a research agency, outlined questionsand profiles, agreed on the method of research,defined the size of the group and the sectors,ordered quality and quantity research in the wholeof Poland and we ... waited with our hearts in ourmouth. At the same time, we commenced drawingup assumptions for the key project, ”ZaprojektujSwój Zysk” (”Design Your Profit”), which was

36We know who, and what, ismissing in companies inorder for design not to bean empty slogan perceivedas generating extra costs,but an investment.

37supposed to stimulate design development in Polishcompanies (see pages 2 & 3).

Quality research showed to us what expectationsproducers and designers have in respect to coop-eration, and what general barriers exist in usingdesign. We sighed with relief. In the majority ofcases, unwillingness to cooperate resulted from alack of established rules and organized methodsof cooperation, not from ignoring the importanceof design. We know how to help both companiesand designers so that these two worlds can worktogether effectively. We also know who and whatis missing in companies in order for design to benot an empty slogan, perceived only as generatingextra costs, but a profitable investment. Yet, suchknowledge is still too little. The most basic questionconcerns the scale of the phenomenon - if thescale is considerable it is worth investing; if not, itwill be difficult to prove that design is to be animportant priority in providing support.

Quantity research, which was completed at theend of 2007, is a well of knowledge. We know

which companies cooperate with designers, weknow in which sectors and where precisely Polishdesign leaders can be found. We know that theleaders claim (three times more often than others)that due to using design the price of a productgrows by 40%!!! We know what economic toolsare not used by companies, because they havenot needed them so far. We also know that, unfor-tunately, a large group of producers still invest alot of energy into copying patterns, claiming thata design project is too expensive. What is interesting,these producers most often do not know designers'fees. Only 5% of companies realize that a gooddesign reduces the risk of introducing a newproduct onto the market and the investment relatedto its preparation. Many companies cannot evaluatethe risks involved in investing in their own designs.We know who protects their designs with patents,and who does not, and why. Finally, we know thatcompanies very rarely analyze clients' preferences.So called 'intuition' is widely applied and wassufficient at the beginning of the 1990s, yet, todayit cannot be a tool in running a serious business.Being conscious of the development potential as


well as the limited competence of the two sides - designers andproducers - enables one to put forward realistic objectives. Now, wecan prepare common workshops, draw up handbooks and othermaterials that both designers and entrepreneurs need. We cancommission an Internet platform to meet their expectations and helpthem to start a dialogue. We can organize post-graduate studies,which even in the West are a novelty. Now we can professionally dealwith design.

We harbour no illusions. Establishing both the habit and practice ofcooperation between designers and producers is not a matter of onemoment, but many years. We can support the building of necessarylong-lasting relationships in a wise, systematic way, using verifiedmethodology, as well as the organisation of single spectacular events.This can be achieved with the state's support or by relying only onunstable market forces. There are many ways, yet only one should bechosen and the relevant aims should be consistently followed. Ineveryday activity we cannot apply emotions and information whichare based solely on our personal experience, since they do not representthe whole truth about reality. Poles are grumblers, they give interviewsin the media and grumble. They often complain, provide fragmentedknowledge, data taken out of context without any analysis and cannotappreciate the support they receive out of ignorance. We assume thatby exaggerating the problem we will cause an effect ..., yes, what sortof effect? What do we expect?

In one year, IWP had to do as much as others did on average inthree; i.e. prepare research, draw up the report, establish assumptionsfor support and propose a project, additionally reorganizing theInstitute's structure in order to serve a demanding project wisely andefficiently. Once again we are to live in 'interesting years' but now havethem well researched, which is a good start.

Analysis of functional capacity:elderly people's hands -

processing data and proposinginstructions for designing and

modernizing handles.

It is the objective of the project carriedout by the IWP Ergonomic ResearchDepartment, financed by the Ministryof Science and Higher Education (IWP

project), to analyze the functionalcapacity of elderly people's hands

and prepare research results in theform of data needed in designing

and modernizing handles. Thestrength and position of pressure

forces in the palm and fingers whileclutching a sample handle were

analyzed with the use of a uniqueapparatus produced by Tekscan (USA),owned in Poland only by IWP, whichemploys the most modern technology

of ultra-thin sensors.

The results of the research conductedon a representative group of elderlypeople will contribute to formulatinginstructions for designing equipment

for people whose hands aredysfunctional not only because of

their age or possibly injury, stroke orneurological disease but also for

designing utilitarian objects equippedwith ergonomic, comfortable handles

that adjusting to the human hand.Biomechanics data will also enrich

Ergodesign, the ergonomic database.The research methodology and

apparatus may be applied also whilepreparing experts' opinions and

implementing projects in collaborationwith interested entrepreneurs.

This examination of conscience wasnecessary to break the deadlock and

using design, develop an innovative andcompetitive economy. This is the sum of

our knowledge, which will allow for arational use of the state's support and

other financial sources.

38

The article has been illustrated with drawings by Marianna Sztyma, which comefrom ”The Strategy for Increasing the Innovativeness of the Economy for theyears 2007-2013.”

ANITA PUTKIEWICZ

UNKNOWNCONSUMER?

IWP's expert analysis for theMinistry of Economy and thePolish Agency for Enterprise

Development (PARP).

In 2007 the Institute of Industrial Design (IWP) carried out expert analysis

for the needs of the Ministry of Economy and the Polish Agency for

Enterprise Development (PARP): ”Analysis of the awareness of consumer

needs in enterprises during development and launch of a new product.”1.

39

The analysis presents, among others, results of aqualitative survey conducted by the Ipso researchcompany at the request of and in close substantivecollaboration with IWP. The survey aimed at anal-ysing awareness of consumer needs among entre-preneurs when developing and launching a newproduct and discovering to what extent the needsare considered in the product development process.

Who we talked to (method)The research project involved in-depth interviewswith representatives of businesses that have a trackrecord of new design implementations as well aswith designers who have experience of developmentwork on new product designs.

The companies represented various regions ofPoland as well as trades including: furniture, ce-

ramics and glass, household appliances, electronics,investments products (machines and tools), meansof transport, computer equipment, multi-mediaand peripherals, as well as new media.

What we have learnt (result)The research reveals that secondary sources ofinformation (e.g. information from a wholesaleror from sales reports analyses) are often treatedas the basic (and the sole) source of informationabout the consumer and his or her needs. Busi-nesses frequently use this information as the startingpoint for the preparation and development of aproduct concept. Enterprises make use of thisinformation instead of the information comingdirectly from the consumer (i.e. the actual targetgroup).Information from consumers is one of the basic

[email protected]


and highly valued information sources about con-sumer needs. Sometimes it is the distributor whois perceived by the producer as the main consumerand product end user (the target). A distributor'ssuggestions and expectations make up the mainguidelines in the development or modification ofa product concept. At times a new product isdeveloped at the explicit request of distributors orthey are consulted about a product model or pro-totype. Information from a distributor often formsthe foundation for the assessment of consumerinterest in the product and initial calculation ofpotential sales volume. It thus often replaces marketresearch.

Collection of information about consumers throughconsumer market research is the least commonlyused method among enterprises. There are two

methods of market research:

Market research is seldom used by entrepreneursdue to:• the commonly believed high cost of market

research• previous negative experience (negative evalu-

tion of a project that is later successfully implmented by a competitor)

• high trust shown to secondary sources ofinformation (as described above)

• weak knowledge of research methodology andinability to interpret research results

Enterprises which have greater expertise in theproduct implementation process and operate in themost competitive market segments (trades) usuallyintegrate market research into the process. Theyconduct consumer research at least at two stagesof product development. At times research takesplace at more stages of the process (depending onproject complexity). Typically, the research includescollection of data about the target group at theonset of the project, before project assumptionsare made and the verification of the model orprototype among consumers.

40

The secondary sources used bysurvey respondents include:• information from customers (i.e.

distributors, sales representatives,sales personnel)

• observation of competitoroperations

• trade fairs• opinions of their own employees

2.

1. Research conducted on one's own accountinvolving:• use of materials and so-called desk

research• in-house surveys conducted on a selected

consumer group• observation of the target group in its

”natural” environment (for instance,observation of office work conditionsby a furniture manufacturer)

Professional market research delivered by anexternal provider.

41

1 A research paper financed by the Ministry of Economywritten as part of the Multi-annual Programme

”Enhancement of innovation development systems inproduction and exploitation in the years 2004-2008.”

And where is the consumer?Summing up, on the basis of IWP and otherresearch, whose results are discussed in the expertanalysis, we arrive at the slightly worrying conclusionthat the consumer and their needs are not beingtargeted by many entrepreneurs. Focusing on theopinion of a distributor or a salesman, entrepre-neurs fail to notice the actual recipient of theirproducts, i.e. the consumer.

Information coming directly from consumers cansignificantly influence development of productsthat are better suited for market needs, thus morecompetitive and as a result, bring more incomethrough better sale. A key issue is then drawingentrepreneurs' attention to the practicality of learningabout consumers and their needs ”at the source.”

After all, we are all consumers and would likeproducts to meet our expectations.


JANUARY15 January – launch of the 15th jubileeedition of the 2007 national Good Designcontest for the best-designed productspresent on the Polish market. Contestdescription, rules and entry forms areavailable at www.iwp.com.pl

FEBRUARY12 February – the 1st InternationalConference of the Entrepreneur Club

”Design as an element of the strategy forthe growth of competitiveness of companies.Financial, research and marketing supporttools.”

14 lutego – launch of the Fortis YoungDesign programme. An opening of the

”Time to Relax” exhibition created by six

teams of young designers will take placeat IWP on this day. The theme of the pre-sentations will be futuristic ways of spendingfree time. The exhibition will remain opento visitors until 30 March.Within the context of Fortis Young Design,students can compete for the Prof. WandaTelakowska scholarship - awards include20,000 PLN and an internship at a re-nowned studio.Details available at: www.iwp.com.pl

18 February – design contest final orga-nised in the context of a research andimplementation project by IWP andPROFIm: ”Designing and implementinginto production an integrated computerwork-stand for the sitting-lying position”

MARCH3 March – announcement of an IWP andNCS contest for students. The theme willbe the use of the NCS colour system inarchitecture, interior design and products.In the meantime, results of the 1st stageof the 2007 Good Design contest will beknown - enterprises will compete to reachthe final.In collaboration with the Microsoft company,within the context of the IMAGINE CUP2008 contest, we will be training ICT andvisual communication students. We willreveal marketing rudiments in businessand how to develop a career path fornewly-designed products. Contest detailsa t : w w w . i w p . c o m . p l a n dwww.imaginecup.pl

APRIL24 April – contest final and gala eventof the 15th Good Design 2007 contest.Announcement of the winners of the GoodDesign 2007, Design of the Year 2007and Designer of the Year 2007 awards.Consumers will hear which products arethe best in terms of their design, wherethey can be purchased and how much theycost. Opening of an exhibition on IWP

IWP2008

The Calendar to be purchased from

the Institute of Industrial Design

and the website: www.iwp.com.pl

premises featuring products that havereached the final. The exhibition will beopen to visitors from 25 April to 22 June.

MAY6 and 7 May – the Polish finals of theinternational Imagine Cup 2008 competi-tion in the software design category. Agreat gala is scheduled for 7 May. Thewinning team of IT specialists and designerswill go to the world finals in Paris.

15 and 16 May – the Finals of the AwardCommittee and presentations before abusiness jury of the 10 best projects bydesign students and graduates. The winnerwill receive the Prof. Wanda Telakowskascholarship. From 16 May to 15 June -portfolios of contest finalists will be present-ed at the exhibition rooms of IWP.

JUNEUntil 22 June - exhibition of creations bythe Good Design 2007 contest finalists.

30 June – conclusion of the researchproject called: ”Influence of the headposition on the strain of the muscularsystem of the shoulder girder and the necksection of the spine. Development of ergo-nomic guidelines for designing computerwork stands.”

JULY/AUGUSTGdynia Design Days - a festival of Designin Baltic countries. The festival will featurethe most important designers of all theBaltic countries, including Poland. Twoexhibitions will be held as part of the event:Digital Design, Democratic Design, DesignFuture as well as workshops and confer-ences.

16 JULY – the 4th International ResearchConference ”Ergonomics in the digitalworld” as part of the Gdynia Design Days.

SEPTEMBER9 September – opening of the Designerof the Year exhibition, presentation of thebest Polish designer awarded with thespecial award of the director of IWP in theGood Design 2007 contest. During theexhibition - design workshops for designstudents as well as children and the youth.The exhibition will remain open until 12October.

OCTOBER1 October – 1 October - opening of theacademic year for the postgraduate pro-gramme ”Product design in new productdevelopment management” created at theWarsaw School of Economics in collabo-ration with IWP.

21 October –launch of the comprehensiveprogramme ”Colour Days”. An exhibitionpreview is to take place the same day.Another presentation of the possibilitiescolour creates in design and everyday life.The exhibition is to last until 10 January2009.

21-25 October – ORGATEC 2008 tradefairs in Cologne during which a prototypemanufactured by the PROFIm companyas part of the joint IWP and PROFIm re-search and implementation project:

”Designing and implementing into produc-tion an integrated computer work-standfor the sitting-lying position.”

NOVEMBER5 November in IWP - ”Colour Day” - anInternational Research Conference ad-dressed to academics, students, entrepre-neurs and architects.At weekends, special workshops for childreninvolving designing as well as playing withcolours. All families welcome.

26 November – International Conferencefor Universal Design. This year the confer-

ence will be devoted to design which takesinto consideration the needs of older people,children and the disabled. The conferenceis aimed at students, designers and entre-preneurs. The presentations will includeexamples of products and market serviceswhich enhance the quality of life.

DECEMBEREducational design workshops for childrenand the youth will be held throughout thewhole month. The Colour Day exhibitionwill remain open to visitors.

8 December – conclusion of work in theMinistry of Science and Higher Educationresearch project: ”Investigation into thefunctional hand capacity of older people

- data development and guidelines fordesign and modernisation of grips andhandles.” (Professor Ewa Nowak, projectmanager)

31 December – end of anthropometricstudies of youth from senior secondaryschools and conclusion of the researchproject: ”Updating of anthropometric dataabout children and youths of 4 to 18” andconclusion of the study: ”Determination ofman's ability to direct movement, dependingon the amount of resistance and movementvelocity: designing appropriate data.”


Honorary Patronage

Minister of EconomyMinistry of science and higher education

JUBILEE EDITIONOF COMPETITION

G O O D D E S I G N_ 2 0 0 7

B E S T- D E S I G N E DP R O D U C T SO N T H E P O L I S H M A R K E T

COMPETITION

OD 15.01.2008 TO 24.04.2008

EXHIBITION

OD 24.04.2008 TO 22.06.2008

Patrons

Patent Office of the Republic of PolandPolish Agency for Entrepreneurship DevelopmentNational Chamber of Commerce

I N S T I T U T E

O F I N D U S T R I A L

D E S I G N