Design is often associated with appearance and styling, but it can offer businesses so much more… It’s true of course - appearance is important. The way a product looks can create a distinctive look and attract attention but it can also help to communicate innovation that lies beneath the surface and reinforce brand values. But design is not just about what’s on the surface – good design often happens underneath. Whether it’s the simplest watches to the latest terabyte computer - design can be used to improve how a product works, how it’s made and how easy it is to use.

Using design in a more integrated way, at an early stage in a project, can help businesses to improve their products and stay connected to their customers. Successful companies continually question the products they offer, which helps them to stay in front. Design can be used here to challenge existing products and find better alternatives. And by using design throughout the new product development process, companies can expect to 'build in' real user benefits that can differentiate their products in the marketplace and attract new customers.

So the next time you hear the word design, don't just think funky colours - think innovation, competitive advantage and increased profits.