DESIGN

1
DESIGN

• As a communication tool

2
Responsibility

• Usually responsibility of Public
  Relations/Corporate Communications department at
  executive level.

3
Principles of Good Design

• Good design is
• Innovative
• Enhances the usefulness of the product
• Aesthetic
• Displays logical structure of product
• Unobtrusive
• Honest, Enduring, Consistent
• Ecological
• Minimal

4
Form and Function

• Aesthetic issues- influence of form, colur,
  texture, lighting and so on re target market
• Function - layout and arrangement of physical
  facilities are they safe/appropriate

5
Logical Structure

• Does the design help the efficient management of
  tourism service, flow routes, use of technology.

6
Innovation

• Most change and development involves innovation
  in design to demonstrate change or simply instead
  of functional change.

7
Consistency

• Theme/philosophy should apply through signage,
  uniforms, stationery, interiors and reinforce the
  brand and associations with brand

8
Stages in the Design Process

• Formulation -design origins
• Problem investigation, market and technological
• Problem definition idea generation
• Project brief

• Reaction -design outcome
• Evaluation of outcome against objectives
• Customer appraisal
• Product success

Monitoring
Planning

• Evolution - design refinement
• Idea refinement
• Concept generation
• Solution refinement
• Prototype development
• Design freeze, design specification

Implementation
Evaluation

• Transfer -design
• Production, installation
• Launch
• Delivery

Bennet et al 1988
9
Corporate Identity Design
Core Product
Product support
Product Promotion
Market delivery Retail design, interiors
Enhanced Product
Design of Product, livery Eg Plane
Graphic design, logos, letterheads
Graphic design Advertising Brochures
Interior design, architecture
10
Complexity of design
Corporate Culture Corporate design
strategies Design awareness Integration of design
Environmental Market trends Design
trends Legislation Standards
Environmental
Corporate
Design
Physical manifestation of design Visual
ID Corporate design standards Product
Physical
Design Management Design resources Design
Management Design Funding