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Design management is a field of inquiry that uses project management, design, strategy, and supply chain techniques to control a creative process, support a culture of creativity, and build a structure and organization for design. The objective of design management is to develop and maintain an efficient business environment in which an organization can achieve its strategic and mission goals through design. Design management is a comprehensive activity at all levels of business (operational to strategic), from the discovery phase to the execution phase. "Simply put, design management is the business side of design. Design management encompasses the ongoing processes, business decisions, and strategies that enable innovation and create effectively-designed products, services, communications, environments, and brands that enhance our quality of life and provide organizational success." The discipline of design management overlaps with marketing management, operations managem...

The multifaceted nature of design management leads to varied opinion, making it difficult to give an overall definition; furthermore, design managers have a broad range of roles and responsibilities. These factors, combined with a multitude of other influences such as the industry involved, company size, the market situation, and the importance of design within the organization's activities. As a result, design management is not restricted to a single design discipline and usually depends on the context of its application within an individual organization. On an abstract level, design management plays three key roles in the interface of design, organization, and market. The three key roles are to: Align design strategy with corporate or brand strategy, or both Manage quality and consistency of design outcomes across and within different design disciplines (design classes) Enhance new methods of user experience, create new solutions for user needs and differentiation from competit...

Design edit Unlike unique sciences such as mathematics, the perspective, activity, or discipline of design is not brought to a generally accepted common denominator. The historical beginnings of design are complex and the nature of design is still the subject of ongoing discussion. In design, there are strong differentiations between theory and practice. The fluid nature of the theory allows the designer to operate without being constrained by a rigid structure. In practice, decisions are often referred to as intuition . In his Classification of Design (1976), Gorb divided design into three different classes. Design management operates in and across all three classes: product (e.g. industrial design, packaging design, service design), information (e.g. graphic design, branding, media design, web design), and environment (e.g. retail design, exhibition design, interior design). Management edit Management in all business and organizational activities is the act of getting people togethe...

Difficulties arise in tracing the history of design management. Even though design management as an expression is first mentioned in literature in 1964, earlier contributions created the context in which the expression could arise. Throughout its history, design management was influenced by a number of different disciplines: architecture, industrial design, management, software development, engineering; and movements such as system theory, design methodologies. It cannot be attributed directly to either design or to management. Business edit Managing product aesthetics and corporate design (early contributions) edit Early contributions to design management show how different design disciplines were coordinated to achieve business objectives at a corporate level, and demonstrate the early understanding of design as a competitive force. In that context, design was merely understood as an aesthetic function, and the management of design was at the level of project planning. The practice o...

Different types of design management depend on the type and strategic orientation of the business. Product design management edit In product-focused companies, design management focuses mainly on product design management, including strong interactions with product design, product marketing, research and development, and new product development. This perspective of design management is mainly focused on the aesthetic, semiotic, and ergonomic aspects of the product to express the product's qualities and to manage diverse product groups and product design platforms and can be applied together with a user-centered design perspective. Brand design management edit In market and brand focused companies, design management focuses mainly on brand design management, including corporate brand management and product brand management. Focusing on the brand as the core for design decisions results in a strong focus on the brand experience, customer touch points, reliability, recognition, and tr...

Value for business edit Design plays a vital role in product and brand development, and is of great economic importance for organisations and companies. Creativity and design in particular (as an activity: design skills, methods and processes) play a growing role in creating products and services with high added value to consumers. Design generates 50% of world export revenue in the creative industries' products (goods and services). The creative industry workforce is 3.1% of total employment in the European Union (EU), which creates a revenue that is 2.6% of the EU gross value. Creative industries have attained an unprecedented average annual growth rate of 8.7 per cent across the EU between 2000 and 2005.note The increasing importance of creative industries (and especially design) in knowledge-intense industries is reflected not only in the policies and studies on EU levels, but has initiated design and creative policies and programmes in the most advanced economies. Furthermore...

Today, most developed countries have some kind of design promotion programme. The Design Management Institute has dedicated three issues to design policy development. Although initiatives promote design in different complexities, scopes and focuses, specific targets tend to address the following objectives: support business: increase use of design by companies, particularly by small and medium enterprises (SMEs), and grow the design sector (use dimension); promote to the public: increase exports of design and attract international investment (international dimension); educate designers: improve design education and research (academic dimension). A very comprehensive analysis on the situation of design on national level in Britain is the Cox review. The chairman of the Design Council, Sir George Cox, published the Cox Review of Creativity in Business in 2005 to communicate the competitive advantage of design for the British industry. Innovation policies have been excessively focused o...

While design management had its origins in business schools, it has increasingly become embedded in the curriculum in design schools, particularly at the postgraduate level. Teaching design to managers was pioneered at the London Business School in 1976, and the first programme of design management at a design school was started in the 1980s at the Royal College of Art (RCA) and DeMontfort, Middlesex and Staffordshire Universities. Although, in the UK, some design management courses have not been sustainable, including those at the RCA, Westminster and Middlesex, other postgraduate courses have flourished including ones at Brunel, Lancaster and more recently the University of the Arts with each providing a specific point of view on design management. The Design Leadership Fellowship at the University of Oxford was founded in 2005. In the same year the Stanford University Institute of Design founded the D-school, a faculty intended to advance multidisciplinary innovation. The Finnish Aa...