Success by Design
Success by Design
Success by Design
By Design
www.dia.org.au
Why Design
is Good for Business
profitability of your
3
What is a
Designer
Rational Creativity
The requirements that a designer works to are
usually both objective and subjective. The objective
requirements are easy to understand. They’re technical
and business requirements that allow for measurement
and direct comparison. How much will it cost? What is
the best material? When can it be finished by?
A business professional
who balances
requirements to satisfy
needs of a project.
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Why Use
a DIA professional
indicate a designer is a
recognised professional
Member MDIA
Fellow FDIA
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What Types
Of Designers Are There?
Industrial Design
Interior Design
Interior Architecture
Interior Decoration
Graphic Design
Visual Communication
Textile Design
Exhibition and Display
Fashion Design
Design Management
Design Education
Furniture Design
Jewellery Design
TV, Film & Theatre Set
Multimedia Design
Web Design
Digital Environment Design
Digital Animation Design
Digital Game Design
E-commerce Design
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Design Professions
In Brief
Industrial Design
Industrial designers develop and prepare
products for manufacture with particular
emphasis on those aspects that relate to
human usage and behaviour.
Furniture Design
Furniture design could be considered to be a
specialist area of industrial design. However the
specific ergonomic knowledge that a furniture designer
must apply and the specialised construction methods
that undergo constant change in the industry make
this a large area of specialisation. Furniture design
has a rich history of styles and precedents and a close
relationship with fashion that makes practise in this
area distinctly different.
Jewellery Design
Jewellery designers conceptualise, prototype and
detail for manufacture items of jewellery such as
rings, brooches, bracelets, necklaces, watches, glasses
and ear rings. They have specialised knowledge
of the metals, jewels, precious stones and other
materials associated with personal adornment. They
may develop designs for mass or batch production
or they may develop special items to satisfy one-off
commissions. They may also design other objects that
use precious metals and jewelled decoration such as
trophies, goblets, silverware and cutlery.
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Design Professions
In Brief
Interior Design
Interior designers plan and detail
commercial and residential building interiors
for effective use with particular emphasis on
space creation, space planning and factors
that affect our responses to living and
working environments.
Interior Decoration
Interior decorators plan and prepare building
interiors for effective use with particular
emphasis on furnishings, finishes and
aesthetic presentation.
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Design Professions
In Brief
Multimedia Design
Multimedia is the production of digitally delivered
information and promotional content that can include
still and animated words and pictures, video and
sound. Multimedia draws on graphic design skills as
well as requiring skills that were previously the job of
film, video and sound production technicians.
Web Design
Web design, initially largely the delivery of static
graphic information is taking on all the complexities
of multimedia as technology finds ways to deal with
sound and moving pictures with fast web delivery
times. Core skills for web are graphic design and
E-Commerce Design
The development of easy to use secure interfaces
for doing business on the internet calls for designers
with good technical communication design skills and
programming skills.
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Design Professions
In Brief
Fashion Design
Fashion designers develop clothing, accessories,
footwear and other items of personal apparel. They
study the design and construction of clothing, its
historical development and styles and the techniques
and processes available for its manufacture. They rely
heavily on illustration skills and the making of samples
to communicate their designs.
Design Management
With the integration of design into the business
planning process of many large national and
international companies and the identification of
design as a major factor in competitive advantage the
management of design has become a specialisation in
its own right.
Design Education
Design education has become a major growth area in
both secondary and tertiary education. The education
of designers requires teachers and lecturers with
knowledge in the many subject areas that designers
must study as well as experienced designers in the
respective design disciplines who are able to pass on
the specifics of professional practise. Design educators
may have qualifications in a design discipline or in one
of the subjects that make up the curriculum. They may
additionally have qualifications in teaching.
a wealth of experience.
product knowledge to
money.
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Finding & Employing
A Designer
to designers with
area.
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How Does
Design Work?
• The Brief
• Research
• Concept Solutions
• Design Development
• Documentation
• Implementation
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The Importance
Of a Good Brief
Example of a brief
Naval Radio Modem
Brief
Design a casing to house the electronics of
a radio modem including the casing fascia,
mounting accessories and finish.
Aims
• To meet the needs of the new military market
• To add a marine capable product to the range
• To commercialise R&D project 1234
Cost Constraints
Target cost, one set of casing parts = $85
Maximum cost = $95
Tooling budget = $100,000
Project Milestones
Approved design - 31 May 2000
Production commences - 15 September 2000
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Methods of Paying
For Design
Percentage Fees
Design fees may be based on a percentage of the
project cost where the agreed upon total expenditure
includes all works and trades at their commercial value.
Percentage fees may be calculated on a sliding scale
depending on the project size and complexity.
Royalties
Royalties relate the designer’s payment to the success
of the design while reducing the initial cost to the
client. An initial fee is usually agreed upon as an non-
returnable advance on royalties. A royalty agreement
should outline the royalty percentage, duration of
agreement, method of calculation of the fee and the
level of intellectual property or exclusivity negotiated.
24 The Design Institute of Australia Success by Design
Consultancy Fees
A consultancy fee may be paid to a designer engaged
in a general advisory capacity. The scope and extent
of services to be provided should be defined in
advance. The consultancy agreement should be for
a specified period of time with conditions of renewal
and termination. If substantially increased services are
required during a consultancy period then an increased
fee is normally charged on a time basis.
Retaining Fees
If the client wishes to retain a designer for a period
of time not only in a general advisory capacity or in
connection with a series of projects, but also to act
exclusively for the client in some market, region or
capacity, a retaining fee may be negotiated. The fee
will reflect the fact that the designer’s activities are
being limited. The scope and extent of services to be
rendered should be defined in advance.
Retail
The designer or decorator supplies furniture or
furnishings at quoted retail prices. This method is
based on the designer purchasing on their own
account, applying a retail mark up and supplying the
goods to the client at the marked up or retail price.
Commissions
In instances where the designer procures items such as
artwork, object d’art, furniture, antiques and rugs from
galleries and retailers an agreement may be reached
that the designer’s fee is the introductory commission
paid by the gallery or retailer to the designer.
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Taking Advantage
of Our Professional Network
Institutional Membership
Institutional membership is available to Universities,
TAFE Institutes and private training providers with
government accreditation which provide courses in a
design or associated design profession. The courses
must be related to the educational requirements of
the DIA.
Sponsorship
The DIA generates design themed events across
many discipline areas at state and national levels.
These events are excellent opportunities to deliver
information to the various design sectors. Contact the
national office for information on planned events and
opportunities.
network of designers,
design educators.
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The design community
working together with one voice
Industrial Design
Furniture Design
Interior Design
Interior Decoration
Interior Architecture
Exhibition & Display Need more information?
TV, Film & Theatre Set Design Institute
Graphic Design of Australia
Visual Communication ABN 12 004 412 613
Design’s legacy
Each cover in this series features designs from the recent past.
These objects have significance as the forebears of modern designs.
They are the tangible evidence of key advances in the progress of man.
As iconic objects they have acquired symbolic meaning beyond their utility.
ICARUS DESIGN