Figures show lack of innovation in British companies

The results of the Design Council’s survey, which is part of its new annual report (News, DW 25 November), is a very positive step in the right direction for selling design more effectively to companies with entrenched ideas and unfounded prejudices.

We have all encountered clients that can’t see the value of design and the dangers of some relegating it to little more than a commodity – like print buying.

It’s clear that the people who use design to its fullest extent find themselves in a situation where they don’t have to compete on price so much, which is a common factor in fmcg these days.

I am thinking of premium lines in supermarkets: such as Tesco with its Tesco’s Finest range, where design has played a huge role.

It’s interesting that the report emphasises the lack of innovation within British companies at present. There is a laziness among brand-owners that creates a lookalike ‘me-tooism’ in design that can be expunged if brand-owners embrace design innovation.

To have any tool like the facts and figures here, illustrating what we all know to be true, is a terrific bonus to any design consultancy and could be the vital seed that leads to a resurgence of design-positive clients that are willing to innovate.

Satkar Gidda

Sales and marketing director

SiebertHead

London EC1V