Manufacturing by Design

Although science and technology are the linchpins of innovation and industrial policies, market success also depends on product design-the bridge between technology and style, culture, and commerce. Design optimizes function, value, and appearance. Although the value and impacts of product design resist quantification, there is evidence that increased attention to and support for design-oriented manufacturing will stimulate growth and generate wealth. This evidence, drawn from patent, industry, and occupational data, surveys, case studies, and anecdotal information from across the United States and other countries, demonstrates that aesthetics, values, and experiences embodied in the designs of products create sustainable market advantages. While many manufacturers recognize the value of design, the dearth of educational programs in industrial design, insufficient support for design-based innovation, and lack of recognition of design in industrial policies and strategies impede many companies, in particular, small and midsized manufacturers from taking greater advantage of design.