“Designers have a deep understanding of the entire product range and what the whole range will look like into the future. As designers we have these very clear pictures and visions in our heads, and nobody else has this with such clarity. Designers are able to look to the future much more easily than others. So they have this great advantage over other specialist members of a team.

“Designers also understand users very well, which is a very important part of the design of any vehicle. Compared to marketing people – who are skilled in knowing what people want now – designers have incredible foresight. Designers have the imagination and understanding of what products are suitable for a particular application and what people will appreciate in the future.”

Curve Issue thirty-five, 2011
 ‘Peter Schreyer’ by Belinda Stening

read the original article

comments powered by Disqus

More Articles

Russell Kennedy and the voice of design

Russell Kennedy and the voice of design

Russell Kennedy, discusses his new role as the president of the International Council of Graphic Design Associations (Icograda), and the organisations’ progression from simply an international network of designers, towards an advocacy role made up of representatives from many smaller groups and government bodies – collectively speaking as a voice of design.

Share
Innovation in sports technology

Innovation in sports technology

After WWII, the memory of conflict and Australian sporting achievements in athletics, tennis and swimming (culminating in success at the 1956 Melbourne Olympic Games) were dominant in people’s minds and helped shape the Australian national identity as one based on sporting prowess.

Share
Microwave timber – a new look

Microwave timber – a new look

By adding value to Australia’s wood products, timber industries across the country are working to reduce the high level of imports and expand export opportunities.

News