The European Commission has launched a public consultation on design and innovation on the basis of a recently published Commission staff working document. This document, “Design as a driver of user-centred innovation”, analyses the contribution of design to innovation. The results are compelling. Research shows that companies that invest in design tend to be more innovative, more profitable and grow faster than those who do not.

The staff working document suggests that barriers exist to better use of design for innovation in Europe, and that the use of design has untapped potential in many companies, particularly in SMEs. This potential exists in new as well as in mature and low tech markets. Design, creativity and ‘design thinking’ – putting the user in the centre – can make new technology user-friendly and attractive. Design therefore complements technological R&D as a driver of innovation. In mature and low tech markets, aesthetic and functional innovations in product and package design often bring greater value to consumers than do technical improvements.

In addition to its economic benefits, design has the potential to integrate for example environmental, safety and accessibility considerations into products, services and systems. It is therefore a tool for sustainable and human-centred innovation. Examples of successful use of design in European companies can be found on the European Design Management website.

The aim of the public consultation on design and innovation is to find out what could be done at EU level to further support the use of design innovation. It is open for organisations and private persons until 26 June 2009.

Commission staff working document on Design as a driver of user-centred innovation

Public consultation on design and innovation