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The Best Product Design IDEA 2006 2006-07-01

Posted by clype in Articles of Interest, Gizmo, Humanities, List, Money, Statistics.
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Design teams from Asia nabbed a quarter of this year’s gold awards, up from 8 per cent in 2005.

What’s more, the ‘bar of excellence’ is moving ever higher; for companies worldwide, design has become strategic, the very core of their efforts to differentiate what they make and do.

But is design itself becoming a commodity?

Consider this: what was once thought of as ‘great design’ is now seen merely as good, what was once exceptional is now standard. Managers everywhere are turning to rapid ethnography, usability, special materials, and aesthetics—the tools of design—to innovate. The differentiation of products and services increasingly requires a much higher level of execution. In design, the bar is raised.

Nowhere is this so apparent as in ‘The 2006 Industrial Design Excellence Awards’ (‘IDEAs’). Winning the gold this year took more design excellence than in previous years. Jurors said that relevance and looks were just the basics for consideration. Products needed an element of delight to win the gold. Sponsored by ‘BusinessWeek’ and judged independently by the ‘Industrial Designers Society of America’ (‘IDSA’), the contest is one of the most important of its kind.

GLOBAL BRANDING:

What were the key surprises this year? The strong showing by Asia is clearly one of the most striking trends. Panasonic won six awards, twice as many as the next winner and far more than any U.S. American or European corporation. China’s ‘Lenovo Group‘ computer maker took two golds, the most of any company. ‘Samsung Group‘ won a gold and two silvers and still leads all global corporations, including ‘Apple Computer‘ for the most ‘IDEAs’ wins over the past five years.

In 2006, according to the ‘IDSA’, ‘the per centage of gold winners with design teams from Asia’ came to 25.9 per cent. This is a dramatic increase from 7.9 per cent of the golds last year and 8.1per cent in 2004. The strong showing by Asia reflects a tremendous investment in design. Of the 1 533 entry kits sold for the contest, Asian companies and institutions bought 318. This is up from a dozen, mostly bought by the Japanese, a decade ago.

Today, Chinese, Taiwanese, Korean, and Hong Kong companies and their governments are committing huge resources to design in order to build global brands. They are competing less and less on price and more on differentiation, relevance, and value to the consumer.

‘TECHNOLOGY TRIBES’:

Take ‘Lenovo’. It won a gold for its ‘Opti Desktop PC’, designed for tech-centric gamers in China. Perhaps more important, it also won a gold for the design research it did for the ‘Opti’ with ‘ZIBA Design‘, based in Portland, USA. That research, dubbed ‘Search for the Soul’ of the Chinese customer, helped ‘Lenovo’ move beyond competing on price, where it was being hit hard by ‘Dell‘, ‘Hewlett-Packard’, and IBMin China. ‘Lenovo’ and ‘ZIBA’ delved deeply into Chinese consumer culture to ‘find out which design elements have meaning and value for specific groups of Chinese consumers,’ according to the ‘IDEAs’ entry form.

‘ZIBA’ and ‘Lenovo’ spent months immersed in Chinese music, history, and objects of desire, such as cell phones, observing families as they lived, worked, and played. In the end, they identified ‘five technology tribes’ in China: ‘Social Butterflies’, ‘Relationship Builders’, ‘Upward Maximisers’, ‘Deep Immersers’, and ‘Conspicuous Collectors’, each with different needs. The ‘Opti’ was designed with shapes and colors for Chinese ‘Deep Immersers’ who seek escape through immersing themselves in games on-line. Juror Mr.Don Norman (author of ‘Emotional Design and The Design of Everyday Things‘) said:

‘At first the judges said “yuck” to the design but then changed their minds when the research showed the Chinese didn’t want our sleek “U.S.” design but their own from their own culture.’

BEAUTY AND EASE:

‘ZIBA’ had the most wins of any single design consultancy—four medals, three of them golds.

It won a gold research-strategy award for one of the jury’s favorite products, the ‘Sirius S50‘ satellite radio. This product re-invented the prevailing idea of satellite radio by simplifying the experience while allowing people to save and manage the music they get from satellite.

‘They put it all together so well,’ said juror Mr.Alistair Hamilton, vice-president for corporate design and human interfaces at ‘Symbol Technologies’.

‘Now you can take your satellite music with you and manage it.’

There were other products that filled the idea jury with delight. ‘Eastman Kodak‘s’ ‘EasyShare’ digital camera was a huge smash and won a gold. Mr.Chris Conley, jury chairman, called it ‘stellar’ in the way it was designed to bury the technology and make it easy for people to operate.

‘Crown Equipment’ won again this year with a silver for its ‘TSP 6000 Turret Stockpicker’. The ‘2Seconds Quechua’ tent by the French company ‘DECATHLON’, which opens up like a butterfly when you throw it into the air, won big applause and a gold.

The British ‘Intelligent Energy’ ENV Bike, designed to show off its hydrogen fuel-cell propulsion system, won a gold.

‘It was designed to sell the new technology,’ said Mr.Hamilton.

‘People will understand that it is viable and use it.’

NEW NAMES:
For the first time, the ‘IDSA’ presented awards in ‘Ecodesign.’ Two office chairs, a pair of water shoes from ‘Timberland‘ and ‘Keen Design Group’, and a digital carpet-sampling system that did away with the fabric won. Jurors weren’t happy with the low number of entries.

‘The design community is not knowledgeable in this,’ said Mr.Conley.

‘Architecture is better.’

U.S. American design schools also did well in this year’s competition. Both ‘The Art Centre College of Design‘ in Pasadena, Calif., and ‘The Pratt Institute‘ in New York won two awards apiece.

U.S. American corporations didn’t fare as well. ‘Timberland’, a maker of footwear and clothing, won the most of any U.S. American company with three awards, and ‘Eastman Kodak’ won a gold and a silver. But the rest of the top tier was filled by Canada’s ‘BRP’, with two; France’s ‘DECATHLON’, with a gold and bronze; the Netherlands’ ‘Philips Design’, with a gold and a bronze; and three Asian companies—Korea’s ‘Samsung’, with three awards, and Japan’s ‘Panasonic’ and China’s ‘Lenovo’, each with two.

Food for thought.

Another big surprise was the absence of familiar design and innovation consultancies in the winners box: ‘IDEO‘ didn’t win anything this year, nor did ‘Smart Design‘.

Fresh names such as Atlanta-based ‘Formation Design Group‘, New York-based ‘blueMap Design‘, and Munich-based ‘designafairs‘ did well.

There were fewer winners in 2006, just 108, down from 148 last year. There were only 27 golds, vs. 2005’s 38.

Clearly, it’s a tougher playing field. There were 995 entries from the U.S., and 499 from 28 other countries. The design game is increasingly global.

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