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One of very few books to bring together business and design, this collection features essays sourced from the Design for Business: Research conference presented by agideas, on topics ranging from branding and sustainability to business-driven design education. The centrepiece of Design for Business is an essay on simplicity in design by Per Mollerup, a distinguished Scandinavian designer, professor and author. Bolstering this are transcripts of two interviews with the former global art director for Nike for the 2012 London Olympics, paired with a paper on Nike’s design and marketing strategies for the Olympic Games. Other features in Design for Business include a transcript of an interview with Dan Formosa, a New York–based design consultant, design researcher and founding member of the iconic Smart Design studio; an essay on the importance of a research-led design practice in typography; a consideration of colour and brand identity; an essay on packaging design testing methods; a study of greenwashing, sustainability, and communication design; a case study on organizational management by design; an essay on strategic decision-making in new product development; research on how Australian businesses are hiring designers; and an exciting case study on the design partnership between the hearing aid company BHS and the design studio Designworks that have developed a new and innovative design solution for the healthcare sector.
Foreword, Ken Friedman
Preface, Kristin McCourtie
Design matters, Gjoko Muratovski
The missing link?, Per Mollerup
Typography and research-led practice, Stuart Gluth
The competitive battleground of colours, logos and taglines in brand identity, Julian Major, Aoi Tanaka and Jenni Romaniuk
Allocating the consumer research budget: Trying out the new or the tried and true?, Emily J. Wright
Ambush marketing: Nike and the London 2012 Olympic Games, Gjoko Muratovski
Nike and the London 2012 Olympics – A conversation with Quan Payne (Part 1), Gjoko Muratovski
Nike and the London 2012 Olympics – A conversation with Quan Payne (Part 2), Gjoko Muratovski
The role of design in building public value: The case of the Australian Taxation Office, Nina Terrey
Collaborating with design consultancy firms for effective strategic decision-making in new product development, Giulia Calabretta, Gerda Gemser, Nachoem M. Wijnberg and Paul P.M. Hekkert
Designing competitive edge through job ads: A content analysis of seek.com.au, Jan Jervis and Jeff Brand
‘Ethicalization’ and greenwashing: Business, sustainability and design, Robert Crocker
Design thinking to grow the market: Developing products that address industry and consumer need, Elaine Saunders, Jessica Taft and David Jenkinson
Design research: Past and future – A conversation with Dan Formosa, Gjoko Muratovski