Design will triumph in future consumer goods

An explosion of interest in design is forecast by the year 2000 as UK companies arm themselves to beat off global competition, a new survey reveals.

The survey, of delegates at a conference on innovating fast moving consumer goods, found more than 80 per cent expected design to be crucial in improving the quality of new products.

The conference in Leeds was organised by Elmwood in association with The University of Bradford Institute of Management and the Yorkshire Post.

Elmwood director Paul Middle- brook says: “The results show that as a strategic tool design will become more and more important in the millennium.”

A UK-wide survey relating the performance of specific industries to their use of design is now being mooted following the pilot study.

“We want to approach industrial companies to look at how they use design and relate that to performance,” says Dr Myfanfwy Trueman of the Management Centre, who carried out the study.

Dr Trueman is hoping for the co-operation of bodies such as the Design Council.

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