APGDI Newsletter: March 09

Back to news menu

09/04/09 APGDI Newsletter: March 09
Newsletter
Issue 21
March 2009

APGDI News

APGDI attends Design Support Network meeting

On 26th March we attended the second meeting of the UK Design Support Network. It is an admirable knowledge exchange initiative, and there was much discussion of how the profile and value of good design can be raised across all sectors. To read a full account of the meeting click here.

Procurement research panel confirmed

The APGDI, in partnership with the Design Business Association, is commencing an investigation into government procurement of design services, on the back of recommendations made in the Cox Review. Our enquiry panel will include Baroness Morris of Yardley, Lord Alan Howarth, Deborah Dawton of the DBA, and will be chaired by Baroness Whitaker. Watch this space for more details.

For more APGDI news visit our website here.

Upcoming Events

BSF Seminar: ‘Greening Schools for the Future: Building Sustainability’

Tuesday 21st April 2009
16:00 – 18:00 Strangers Dining Room, House of Commons

Speakers will include:

Tim Byles, CEO, Partnerships for Schools
Dr Stewart Davies, Commissioner for Business, Sustainable Development Commission
Robin Nicholson CBE, Chairman, Zero Carbon Schools Panel
Barry Sheerman MP, Chair of the Children, Schools and Families Select Committee
Sunand Prasad, President, RIBA

To enquire about attending APGDI events please email Oliver Coppard

Design and Innovation News

In Parliament

02/04/09 Design Support Network event review

Jocelyn Bailey reports on the latest Design Support Network event.

With 2009 the European Year of Creativity and Innovation, it was appropriate that the keynote speaker at the latest Design Support Network (DSN) meeting was from the ‘Danish Designers’ organisation.

The DSN is about knowledge-sharing to support and promote design as a tool to enhance life and boost business, whether in the private or public sectors.

The Danish design example

Steinar Valade-Amland’s fascinating presentation proved to everyone present the advantages of looking outside our own borders for inspiration in achieving these aims.

Providing a timeline of Danish design policy, he stressed the importance of making the benefits of design measurable.

Arguing that quantifiable data is vital when talking to industry and politicians, he is responsible for the recently published. ‘Design’s Economical Effects’ that charts 1, 071 enterprises that have used design and the effects over a 4 year period.

The Danish government was a pioneer in launching a coherent national design policy in 1997, even though its focus was primarly on the design of objects and products.

Since then, it has since been revised, following a campaign by Danish Designers, to include the design of services and processes.

On the distinction between product and service design, Valade-Amland presented some worrying statistics: 80% of the European economy is generated through services, not products.

Manufacturers are traditionally brilliant at R&D, but only around 10% of innovation resources go into services. He suggested that if we want to boost the European, and UK economy, the service sector is where we must invest and innovate.

Danish Designers launched a programme called ‘User Driven Innovation’. One branch of the programme, ‘Desinova’, focused on the retail and services sector including call centres, retailers and insurance companies. The process was to match designers to businesses with a problem to solve.

The results proved the economic value of such a cross-disciplinary approach. For the service providers with the problem, the most surprising outcome was the usefulness of the designers early input in the process, often redefining the original brief.

Too many designers = better design

PhD student Gisele Raulik-Murphy talking about her thesis on ‘Design Policy, Promotion and Support Programmes’, began by explaining the ideal policy-to-implementation process, with feedback forming an integral part of the most successful programmes.

Her research has compared countries at various degrees of development, and where they succeeded or failed on this cycle.

She found South Korea to be exemplary in not only recognising the economic benefits of design, but also of strong policy implementation processes.

South Korea’s policy works at several different levels. One counter-intuitive strategy is to train too many designers. Those who can’t get jobs as designers take their design understanding and skills with them into other areas of the economy, and also become informed consumers of design.

Additionally, there is strong government procurement of advanced technology products alongside a quality-based points system awarded to design practices that helps the government know who to procure from.

This in stark contrast to local government processes in the UK where there is often perceived to be a favourite who always wins the job, which stops others from pitching.

Gisele concluded with some guidelines for good design policy, and in more general terms said that multiple pieces of legislation with a clause about good design were always preferable to one over-arching design policy.

Britain’s design paradox

There is a paradox when it comes to British design. We are a highly skilled nation in terms of design and the creative industries, but the internal recognition of the importance of design, amongst non-designers, is seemingly very poor.

APGDI research has shown that not a single MP from the South East responded to a questionnaire asking if they thought design was relevant to their region.

The problem is often one of perception.

Many people equate design with designers, and think of designers (wrongly) as temperamental, arty and irrelevant to business. Design can be making an object more functional or beautiful to sell more product but it can be put to more complex uses. 

This problem of perception begins at school, with design often tacked onto art, and given very little attention in its own right.

Being able to communicate visually is important, requiring a whole new way of understanding and seeing the world that many never learn. Perhaps it is not surprising that non-designers don’t see its relevance.

19/03/09 Government questioned over support for creative in...

Hilary Armstrong MP recently quizzed Andy Burnham, Secretary of State for Culture, Media and Sport (DCMS), in the House of Commons on the progress made since the Creative Britain review took place in 2008, and the Government's support for small businesses in the creative industries.

The questions followed a consultation organised by the Associate Parliamentary Group for Design & Innovation (APGDI), chaired by Armstrong, which brought together high level design experts to discuss the state of their industry.

In response to a question on the progress made towards the objectives of the Creative Economy Programme, Andy Burnham said that

'DCMS’ Creative Economy Programme has made good progress on realising the ambitions of Creative Britain in the year since publication. Of the 26 commitments, 18 are now either well under way or completed.'

Hilary Armstrong also asked about DCMS support for small and medium-sized enterprises in the creative industries. In response, Andy Burnham said:

'The Government are providing real help now to small and medium based enterprises which are in difficulties during the economic slowdown. Information on the support and advice available....can be accessed via the portal on the business link website' (http://www.businesslink.gov.uk/realhelp)

'Support available includes free health checks for businesses, help with accessing finance, and advice on a range of business issues, including cash flow and training.'

 To read a full update on the 26 commitments, or to read the transcript of the questions in Parliament, click on the links above right.  

17/03/09 Effect on small design businesses of DIUS Innovati...

Hilary Armstrong MP has challenged the government over the pilot Innovation Vouchers scheme.

The challenge came in response to concerns raised by a panel of high level design industry experts worried that the scheme could be putting small design businesses out of business. 

Innovation Vouchers, launched in the 2008 Innovation Nation White Paper, are intended to help small businesses collaborate with relevant knowledge bases including  University research departments.

The Voucher is used by the business to 'buy' specialist advice to help commerically exploit knowledge and creativity.

The panel convened for a roundtable discussion by the Associate Parliamentary Group for Design and Innnovation (APGDI) and chaired by Hilary Armstrong, raised concerns that this scheme undercuts the commercial design sector.

David Lammy MP, Secretary of State for Innovation Universities and Skills, provided statistics on the application for Innovation Vouchers by region and sector.

However, his answer to what impact the vouchers have on the commercial design sector was non-committal, saying

'DIUS and BERR are working with the RDA network to develop a common evaluation framework that will monitor the value and effectiveness of the product for business, and also the impact vouchers have on companies, including those in the commercial design sector.'17 / 03 / 09 Government pledge support to boost enrepeneurial a...

Barbara Follet MP, Parliamentary Under-Secretary for Culture, was questioned on the scale and level of enrepeneurial activity there is in the UK fashion industry.

Brian Jenkins MP asked what assement had been made about the level of such entrepreneurial activity across other industries.

Responding, Barbara Follett MP said that the government was

  • supporting the expansion of apprenticeships in the fashion industry through the Creative Economy Programme;
  • supporting the creation of a Couture Academy to address critical skills shortage areas;
  • funding the Centre for Fashion Enterprise to explore the feasibility of a hub to allow small designers to access competitively priced and high quality manufacturing.

She also asserted that 'the Government remain committed to making the UK the best place in the world to start and grow a business.'

To read the full transcript click here.

Back to news menu

Groups: