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导读“本文是一篇英国留学生essay，主要研究设计在推动商业成功方面发挥着至关重要的作用。 美学可以唤起情感，但只是一个伟大的产品的元素之一。
”Introduction介绍
“除非你的广告宣传包含一个大创意，否则它会像一艘夜航船一样消失。”广告之父大卫•奥格尔维（David Ogilvy）曾说过这句名言。在我看来，设计可以是公司的灵魂，它可以被看作是创造商业价值过程中最难处理的元素。尤其是现在，设计已经成为各行各业的一个重要组成部分，设计师必须掌握设计艺术来推广他们的产品（Uttara，2012年）。
‘Unless your advertising campaign contains a big idea, it will pass up like a ship in the night.’ This famous sentence was said by the father of advertising: David Ogilvy. In my understanding, design can be the soul of a company, and it can be regarded as the most difficult element to be handled in the process of creation of commercial value. Especially now, design has been an essential part in all walks of life, designers have to master the art of design to promote their product (Uttara, 2012).
Important views about design关于设计的重要观点
从实用主义的角度来看，设计可以看作是解决问题的一种方法。无论是建筑草图、海报、公共交通标志系统、手工碗，还是简化工厂地板生产的更好方法——设计的基本功能是帮助解决问题。
就基本需要而言，它是指实现一个概念或想法，并将其转化为配置、绘图、模型、模具、模式、计划或规格（项目的实际生产或商业生产基于此）。这意味着设计的目的是将现有的情况转变为首选的情况，这可以被视为所有专业培训的核心；同时，它是区分专业和科学的主要标志，有助于实现项目的指定目标。
In terms of pragmatism, design can be regarded as a method of problem solving. Whether it is just an architectural draft, a poster, the signage system at public transportation, a hand-made bowl, or a better way to streamline production on the factory floor – the fundamental function of design is to help solve a problem.
In terms of basic need, it means realize a concept or idea and transforming it into a configuration, drawing, model, mould, pattern, plan or specification (on which the actual or commercial production of an item is based). Which means aim of design is to change the existing situations into preferred ones which can be considered as the core of all professional training; In the meanwhile, it is the principal mark that distinguishes the professions from the sciencesand it can help achieve the item's designated objective(s).
The value of design is difficult to define. Since design is hard to isolate as a function and the design function operates differently by industry. However, we can identity the value of design by evaluating the commercial value.
How design can prove its commercial value
Some of the most innovative organizations are using design thinking as a competitive advantage, for measuring the effectiveness of product and reducing costs and increasing revenue. In the meantime, to articulate design’s value in building brand equity and promote the power your design has to transform your clients’ business metrics.
1. Alexander McQueen: Design is the core
However, all kinds of design and art are not separately isolated, like the the influence of western art on western architecture, the traditional Chinese art impact the modern literature. Nowadays, with the rapid development of economic and fashion industry, the competition became more fierce. So how to capture a bigger market position is quite essential. In order to link the commercial and artistic in design can be a urgent need for developing China’s fashion industry.On one hand, in order to satisfied the esthetic need of consumers, on the another hand, to cater for the pragmatic need.Exploring the power of the unique design, and how it affect the commercial value, we’d better have a look of two cases, one is a fashion brand, Alexander Mcqueen whose work inspired countless fashion designers, another is technical brand-Apple which all put design in the first position.
As we all know Alexander McQueen is the iconic label best known for the dramatic design and incredible pattern-cutting. His design was peculiar and individual which reflect his unrestrained and powerful creativity. In his entire life, there are three influential runway show, one is graduation collection, one is"McQueen's Theatre of Cruelty”, the third is "Widows of Culloden”. which all developed his reputation for controversy and shock tactics, such as trousers aptly named "bumsters" and a collection titled "Highland Rape” (Cartner, 2005). In the meantime, McQueen has been credited with bringing drama and extravagance to the catwalk. He used new technology and innovation to add a different twist to his shows and often shocked and surprised audiences. The silhouettes that he created have been credited for adding a sense of fantasy and rebellion to fashion.McQueen also became known for using skulls in his designs. A scarf bearing the motif became a celebrity must-have and was copied around the world.
It created many commercial fields for artistic design, as we mentioned before drama and theatre was applied in his runway show, like the technology element used in his pieces of work. And even the exhibition used to present his work, these fields were all first discovered by McQueen. Despite his unbelievably artistic creation has aroused a heated controversy and misunderstanding, it cannot stop its brand becoming quite famous and distinctive. “Each piece is so unique, as was he.” his fans commented it like this. In the fashion world, as a luxury brands, its design concepts still followed by its followers, and it has unpredicted potential for its commercial value.
2. Apple: Understanding the importance of design value
Another example is Apple which surprisedus by the incredible loyalty of Mac, iPod, iPhone, and now iPad users all over the world. In some cases, that loyalty is backed by large numbers of people.
The popularity of Apple is not an temporary phenomenal, we can make sure by having a brief overview of it’s official accounts. Forbes has released its annual list of the world's most valuable companies and (un)surprisingly the table is topped by Apple. The magazine/website values the iPhone maker at a whopping $124.2 billion, a number that is more than double any other company on the list and much more than Cupertino's rivals. In 2015, Apple continues to win success with its new launched iPhone 6 Plus. It shipped a total of 47.5 million units, Overall, iPhones grew 35.0% year over year and a remarkable 51.4% in emerging markets alone (IDC, 2015).
Why Apple achieved such a big success, and what is the main reason more people are buying Apple's products simply? Is it just because the function of Apple and dependable products? Partly, yes. To be honest, it is not deniable that Apple constantly to work on providing innovative products and excellent service for customers, and win a such a good reputation among the society. However, to some extent, the key element really works out is the design which place Apple at the No.1 position and realize the commercial value of its brand.
As Apple designer Jonathan Ive said recently, “Our goals are very simple — to design and make better products. If we can’t make something that is better, we won’t do it(Vadin, 2011).” Clearly, Apple applied that thinking first to iPods, then smart phones and more recently, to the iPad.
Leonardo da Vinci asserted “simplicity is the ultimate sophistication(Vadin, 2011).” Design is the true work of the art. In the process Steven Jobs has produced some of the world’s most recognizable and loved objects. Apple products will at any time those who make a person recognized apple’s products.
While industrial design is a critical component of any product Apple makes, if it is not easy to use, it is considered worthless to the consumer. This is what drove the company’s user-interface designs from the first day and is still the mantra pushed to the software and hardware engineers every day they go to work. All of the products they create have to be intuitive and easy to understand and luse (Tim, 2012). As technology has become more intricate and users want more features, the task of keeping things simple is sometimes difficult. But even with that, Apple is the only companywhere ease of use is more important than the product itself. Apple makes this a critical goal of its approach to create anything for the market.
Conclusion
Design plays a vital role in advancing business success. The aesthetics can evoke emotions but are just one of the elements of a great product.If you refer to the benefits Apple has enjoyed by embracing simplicity, and make the appropriate parallels to your own business, you'll build a compelling case.Simplicity is a way of looking at every part of your job, the jobs of those around you, and the way your company operates. Once you start seeing the world through the lens of simplicity you'll be astounded at how many opportunities exist to improve the way your business works.
In my opinion, design is just a way to understand the world and a journey of self-discovery and how you can change it.Have good ideas are going to insist, don’t be others’ opinion noise drown out your own inner voice. When your ideas stand, immediately magnanimous discard it is, and it is also a kind of persistence. |
