Have you ever heard the term “Design Management”? Design management is a management method that incorporates the perspective of design into the decision-making and operation of a company. This method is widely used not only in manufacturing but also in service development and the operation of local governments.
The concept became widely known in Japan following the 2018 “Declaration of Design Management” issued by the Japan Patent Office of the Ministry of Economy, Trade, and Industry. In this declaration, the tool “design thinking” is frequently mentioned, playing an important role in the implementation of design management.
Design management is defined as “a management method that incorporates the perspective of design into the decision-making and execution of management.” This method originated in the late 1950s, proposed by professors at the Royal College of Art in the UK, and was widely accepted in the United States by the 1960s. Companies like IBM and P&G actively adopted design management, and their success influenced many other companies.
The primary objective of introducing design management is to “enhance brand power and innovation capability.” A brand is an asset of a company, and its value is determined by the perception that products or services provide to consumers. For example, Apple’s simple and sophisticated design and high usability give a good impression to many people, leading to an increase in brand value.
Additionally, design management contributes to the enhancement of innovation capability. Designers play a role in discovering latent needs and connecting technology with market needs. For instance, in the development process of Apple’s iPhone, designers used prototyping to create products that addressed the complex needs of customers.
Furthermore, design also leads to improved employee satisfaction. Designed brand tools make it easier for employees to understand the company’s identity and philosophy, enhancing their sense of belonging and attachment. This becomes an important factor in increasing brand value.
Recognizing the growing importance of design management, Japanese companies are also actively adopting this approach. Design management is a method that not only enhances brand power and innovation capability but also strengthens the overall competitiveness of a company. In future corporate management, the importance of incorporating the perspective of design will continue to increase.
Conclusion
Design management is an important method for enhancing a company’s brand power and innovation capability. To remain competitive in the market, it is essential to incorporate the perspective of design into management. Japanese companies should actively adopt this method and utilize it as a powerful tool to compete globally.
