K N O W L E D G E , D E S I G N , B R A N D

I N S T I T U T E O F I N D U S T R I A L D E S I G N

DED
ESDE
IGUS
NS I
C IG
EGN
FUNDS FOR DESIGN DEVELOPMENT
NTNL
RE A
DESIGN MANAGEMENT STUDIES
TIME TO BE CREATIVE
POLISH DESIGN UNDER SCRUTINY
/REPORT FOR MINISTRY OF ECONOMY/
2008 EVENTS
/GOOD DESIGN - 15TH EDITION/

B
/GDYNIA DESIGN DAYS/
/FORTIS YOUNG DESIGN/
 /3/ 2008

P E O P

L E B E
e-BIULETYN available at www.iwp.com.pl

H I N D

D E S I
INS T Y T U T W Z O R N I C T WA PRZ EMYS ¸OWEG O S p. z o. o.

Editor-in-Chief Publisher
Magda Kochanowska INSTITUTE OF INDUSTRIAL
DESIGN L.L.C.
Graphic design and dtp
Zdanowicz & Pawrowski Âwi´tojerska Street 5/7
00-236 Warsaw
Consultation tel. +48 22 860 00 66
El˝bieta Opi∏a fax +48 22 831 64 78 G N
biuletyn@iwp.com.pl
contents
02-04
For a start

CHANCE THAT CANNOT BE

WASTED
Changes at IWP and Design
Your Profit

06-07 22-23 30-31

SUMMER OF FESTIVALS KNOWLEDGE FOR THE AMBER, GOLD … DESIGN
Gdynia Design Days 2008 MANAGER Opportunity for Polish
Design Management jewellery sector
Programme
08-09
ELIGIBLE TALENTS 32-33
Fortis Young Design 24-25 3+3=1
SCHOOLS AND Benefits of trilateral projects
COMPUTERS
12-13 Ergonomic design for schools 34-38
CREATIVITY AND
FROM WORDS TO DEEDS
TECHNOLOGY MIX
Design in Poland. Special
Imagine Cup Competition
Report for Ministry of Economy.

14-15 39-41
ATTRACTIVE DOCUMENTS
UNKNOWN CONSUMER?
Contest for editorial
Analysis of consumer needs
processing and publication of
awareness
government documents

16-17
IWP LIBRARY
New publications in IWP library’s
collection

18-17 26-28 42-43

MONEY FOR THE IT’S A GOOD TIME TO BE IWP 2008
ENTERPRISING CREATIVE Most important events
Aid for design projects from Future of creative economy scheduled for 2008
POIG

INSTITUTE OF INDUSTRIAL DESIGN

 CHANCE THAT
CANNOT BE
WASTED
Polish design support program to be launched
BEATA BOCHI¡SKA IWP President
beata_bochinska@iwp.com.pl

In 2005, sir George Cox, chairman of the Board of Design Council in London
published a special report addressed to the public administration. Based on
measurable parameters, he demonstrated benefits accruing from the development
of design. These data did not pertain to a single company, but were relevant to
the country's economy on a nation-wide scale. The document received publicity
and attracted the attention of serious business media. When a double-figure
margin increase is at stake, jokes are put aside. We are talking about finance,
02 not aesthetics.

English example from the Design Council, an institution having a

Following the publication of Cox's report, the British
Department of Trade and Industry commissioned
further, more detailed studies. A snow-ball effect
followed, triggered by subsequent meetings with
Her Majesty's government representatives. The
then UK prime minister, Tony Blair, took charge of
the entire programme. EU funds were channelled
into pilot programmes, which were to help create
sustainable mechanisms supporting the use of
design in enterprises.
Why are the British taking such interest in design?
Offshoring of the industry to China or India and
expansion of South America effectively belittles the
importance of European production companies.
Currently, over 1000 students graduate each year
from industrial design university programmes in
China. When Chinese enterprises tapping cheap
labour start charging a margin for design and
brand, they will face no competition. In England,
public funds were allocated to design, not only
because designers vividly talked about alleged
benefits. This lesson learned from our colleagues
similar statute to that of the Institute of Industrial
Design (IWP) in Poland, has inspired the project
we called Design Your Profit.
First concrete facts, then mission
The outline of the project aiming to assist Polish
entrepreneurs and designers prepared by us has
gradually gained support. We sensed that our
project had to be different from the British one.
Our presumptions were proven true by qualitative
studies. An external research firm held meetings
with both Polish designers and entrepreneurs. The
findings clearly showed the shortcomings which
prevented the two groups from co-operating
effectively. We also checked what the two sides
expected from the IWP. Subsequently, as
commissioned by the Ministry of Economy, we
proceeded with developing a quantitative study.
We benefited from the involvement of individuals,
heads of departments responsible for Poland's
economic development at the Ministry of Economy
and support offered by the Polish Agency of
D Y P
DESIGN YOUR PROFIT DESIGN YOUR PROFIT
PROGRAMME HAS
Regional Development, to which we submitted a
proposal to include the design development support RECEIVED THE
project in programmes developed by them. Soon
after, the Ministry of Economy commissioned us
to deliver a status report on the use of design in
ENDORSEMENT OF THE
Polish enterprises. At the same time, we set up and
conceived the Design Your Profit project. We started MINISTRY OF ECONOMY
out on the assumption that in Polish reality, in
order to foster co-operation between designers
and enterprises, three areas need to be
AND THE MINISTRY OF
strengthened:
- education in design management – the study REGIONAL DEVELOPMENT.
confirmed that enterprises lack competent
product managers, who could professionally
collaborate with designers, tapping their THE DESIGN INDUSTRY
potential; 03
- financing of design projects and market
research, as well as a product implementation
WILL RECEIVE SIGNIFICANT
preparation process - many companies choose
not engage in co-operation, as they are FUNDING FROM THE POIG
concerned about financial risk;
- creation of sustainable tools to be available
for future use, e.g. web platforms for entre OPERATIONAL
preneurs presenting designers' references, e
learning training programmes, publication of
the product implementation manual for
PROGRAMME!
the best managed and most efficient administration
designers and entrepreneurs, as well as training in the world. Currently, we are working out a
and workshops for designers. detailed project plan using PRINCE 2 methodology,
The Design Your Profit programme received the as well as a project study, and are formulating
endorsement of the Ministry of Economy and the assumptions required to set up an efficient IT
Ministry of Regional Development. Design sector platform and are arranging meetings with regional
will receive sizable funding under the Operational partners with whom we will be organising
Programme - Innovative Economy (POIG)! workshops for entrepreneurs and designers.

Key programme Polyphony of actions

We quickly started our own training and proceeded In May 2008, we will be holding the 15th jubilee
with formulating large project management edition of the Good Design contest. In July and
methodology. Here again, we followed the British August we are staging Gdynia Design Days - an
model. The UK administration is considered as event highlighting achievements in the field of

INSTITUTE OF INDUSTRIAL DESIGN

 WE HAVE STREAMLINED
IWP'S STRUCTURE. FROM
THIS YEAR THE INSTITUTE
WILL OPERATE THROUGH
ITS THREE DEPARTMENTS:
DESIGN CENTRE,
EDUSIGN AND
DESIGNLAB.
design of Baltic Countries, including Poland.
October 2008 will see the launch of a postgraduate
programme in design management, the first of its
04 kind in Poland. Our partner responsible for the
content of the programme is the Warsaw School
of Economics. Moreover, within the context of
Fortis Young Design, we are awarding, together
with Fortis Bank, the Professor Wanda Telakowska
scholarship for young design graduates. As co-
organisers of the Microsoft Imagine Cup 2008
competition, we are supporting the setting up of
interdisciplinary teams - invited to participate are
young IT specialists and visual communication
designers. Within the framework of another
competition, announced in partnership with the
Ministry of Economy, we are looking for a design
of the anti-bureaucratic chair. You can read about
PAED's (Polish Agency for Enterprise Development)
design-funding projects, as well as other contests
and projects we are concurrently implementing in
the following pages of the bulletin. For years, the
Institute of Industrial Design has been active in
various fields - research, training, exhibitions. We
have streamlined its structure and staring this year,
it will operate through its three departments: Design
Centre, Edusign and Designlab.
There is only one thing we need now: willingness
of designers and manufacturers alike to take
advantage of the opportunity. Mechanisms, funds
and programmes have been put in place, the rest
is up to those concerned - they must actively buy
into the process and be willing to use them.
Beata Bochiƒska
IWP President

Post Scriptum
In response to a question I have been asked most frequently in recent days: ”What has changed at IWP?”, I have
a short answer: everything. People, management, our work methods, projects; all these aspects have changed,
as have newly-renovated and furnished rooms and exhibition halls. What remains is the same old enthusiasm and
unbelievable energy of this special place, built over 50 years ago for the purpose of creating Polish design, in the
Old Town part of Warsaw.
 CE
MISSION NT
EL˚BIETA OPI¸A
Director of Design Centre
elzbieta_opila@iwp.com.pl

RU
DESIGN CENTRE's mission is to disseminate and promote design among
Polish manufacturers and consumers. The centre carries out its tasks
through a range of activities. One of the effects of DESIGN CENTRE's
activity, which can be appreciated by the general public, is the organisation
of exhibitions presenting the most interesting design solutions and best

M
design practices - Polish and international. A team of experts devises
and organises Polish and international design contests for best-designed
products on the Polish market, including the Good Design contest. A
separate area of activity is the carrying out of marketing communication
and visual identification projects to external clients' orders. Various

D
design-related events are being prepared, including presentations of
new design trends in the design of solutions for products and services.
DESIGN CENTRE is responsible for publications concerned with all the
areas of the Institute's activity, including the IWP Bulletin, web site at
www.iwp.com.pl, catalogues, publication of scientific research results
- all of which are devoted to design and design promotion. An extensive

ES
collection of the Institute's library, which for years has amassed publications
on design, provides access to specialist knowledge to all those interested.
DESIGN CENTRE also maintains regular contacts with Polish enterprises,

IG
designers, global brands, Polish and international institutions dealing
with design, as well as the local and central administration.

N
 Gdynia Design Days, or the first in Poland Design
Days of Baltic Countries, will take place in July
and August 2008. The event is being staged by IWP
at the request of the Gdynia City Office.

SUMMER
OF FESTIVALS The presentation of Polish achievements in comparison with
other countries' design output is to demonstrate that our
position in this field has been well established for years.

06

The event primarily aims to create the image of ergonomics and ”Walk Along the Path of Gdynia
Gdynia as a modern centre with high development Modernism.” Most exhibitions will stay open until
potential, as well as to induce Gdynia residents the end of August. Design Days will be held at
to identify more strongly with their city's development. several locations: Dworzec Morski (Sea Terminal)
It is also worthwhile to introduce the local commu- in Gdynia (ul. Polska 1), Muzeum Miasta Gdyni
nity to the world of design and show that the (Gdynia City Museum) (ul. Zawiszy Czarnego 1)
material world surrounding us may be aesthetic and Pomorski Park Naukowo-Techologiczny (Pome-
and even beautiful. ranian Park of Science and Technology) (Al.
Zwyci´stwa 96/98).
Design Days are scheduled to run as a cyclical
event over the summer holiday period. The event The entire event will be divided into three thematic
is addressed to Poles and foreign visitors, laypersons blocks:
and those affiliated with the design industry. It will
provide an excellent opportunity for presenting the Democratic design
latest concepts and products by Polish and foreign As a part of this block, which should capture
design offices. As a bonus, visitors will have a interest of visitors of different ages, there will be
chance to buy interesting objects. a ”Design Icons” exhibition, featuring flagship
products designed by famous designers from Baltic
The majority of events will be held between 10-20 countries. Outside the Gdynia City Museum, the
July - during that time exhibitions will be launched, ”Design in Containers” will take place, a working
as will accompanying events, a conference on title for an exhibition of designers and design

studios accompanied by a fair. Another item on
the agenda will be a ”Walk Along the Path of
Gdynia Modernism”, a tour of modernist buildings
in Gdynia on the ”Design bus.” A guide will talk
about the history of the city and modernism so
inherently connected with it.
Design of tomorrow
This block is designed particularly for young people
who would like to develop their design competence.
All events making up this part of the main event
will take place at the Sea Terminal warehouses in
Gdynia. The ”Young Design” exhibition will show
new innovative forward-looking designs - not only
tangible objects, but also services. The exhibition
will highlight the intellectual potential of young
Polish designers; their presentations will focus on
visions of how leisure time will be spent in future.
The Sea Terminal will also host the ”Gdynia - City
of the Future” creativity workshop - design classes
for children and young people of Gdynia under
the supervision of young designers. To mark the
INSTITUTE OF INDUSTRIAL DESIGN
07
opening of the exhibition, a ”Design Party” will be
held.
Digital design
For enthusiasts of new technologies. The ”Good
Design” post-competition exhibition will show the
best-designed products present on the Polish market:
from home, work environment, public space fur-
nishings and fittings to communication means.
Another attraction will be a multi-media presen-
tation of projects which made it to the Polish finals
of the international Imagine Cup 2008 competition
in the software design category. The event will also
host an international scientific conference,
”Ergonomics in the Digital World”, which will feature
a presentation of the latest design solutions in the
field of ergonomic development of the Internet,
web sites, computer hardware and computer
workstations.
Magdalena Kazulo-Kleyff
 Fortis Young Design - joint project of
Design Centre and Fortis Bank.

ELIGIBLE
TALENTS
!
A new programme developed especially with young designers
in mind provides a chance to combine the creativity of
graduates and business experience of entrepreneurs.

RENATA PACZKOWSKA-KOSTRZEWSKA
08 renata_kostrzewska@iwp.com.pl

A survey conducted by IWP revealed the needs of entrepreneurs and designers

with regard to their mutual co-operation which is to yield innovative products.
For this reason, a new innovative programme has been developed, which
will help the most talented young designers to mark their presence on the
market and show off their abilities. The business world will be able to assess
young creators' potential. Effective communication and joint ventures are
the best way of developing efficient relations. A good thing is they are
endorsed by a financial institution - Fortis Bank.

Usually, during contests, young designers are evaluated by their older and
experienced colleagues. Another popular form of project assessment involves
contests organised by manufacturers - usually the task is to design a product
- and yet, award-winning works rarely make it through to production. Young
creators usually lack knowledge and experience to accentuate those features
that may convince manufactures to approve their work for production. Such
designs tend to be visually attractive, but are found to have little use for the
contest's organiser.

The idea behind the Fortis Young Design programme is to match businesses
interested in design development with innovative enterprises and to showcase
young designers and their potential requiring support and backing of
experienced partners.
 The first edition of Fortis Young Design programme comprises

1.
two events:
A trend-setting as well as a forward-looking exhibition - very
untypical for Polish conditions.
HOW
An invitation to participate has been extended to interesting young Polish
designers. They are expected to respond to a design and conceptual tasks
WILL
set for them: how will leisure time be spent in future? The problem is not
trivial, as forms of leisure are determined by millions of manufactured
products. Many anthropologists and sociologists are commissioned today
by leading companies to draw up reports on that subject, forecasting
LEISURE
dominant lifestyles 10 years or more from now.

Will work become domesticated or will it weave in and out of leisure, and
TIME BE
09
we will not be able to say whether we are surfing the virtual space for pleasure
or for professional reasons? What will our leisure choices be, will they more
individual or maybe we will prefer mass entertainment? Or maybe leisure
will be still something else, something we do not know yet today? Certain
SPENT
concepts will be created that will never make it through to production, but
which will set the lines along which we will think and that are worth paying IN
2.
attention to.

The Professor Wanda Telakowska scholarship and internship

at the professional studio of the Designer of the Year selected in the Good
Design contest.
FUTURE
Prizes will be awarded, based on the presentation of design portfolios. Invited
to the award committee, before which graduates and senior students will
?
defend their projects, entrepreneurs will be selected from among the finalists
of the Good Design contest - Polish and foreign manufacturers and distributors
- namely those who work on a daily basis with designs or are responsible
for design orders and implementations. An opportunity to present one's
portfolio and a scholarship awarded by potential prospective clients affords
contestants a chance to establish viable contacts which can be capitalized
on in future.

INSTITUTE OF INDUSTRIAL DESIGN

I N S T I T UT E
OF IN D US T R I A L
D ES I G N
 TECHNOLOGY AND
CREATIVITY MIX

12

IMAGINE CUP 2008

Microsoft Imagine Cup is the biggest international
competition for students, devoted to new technologies.
This year, IWP is a co-organiser of the Software Design
category. The competition's theme is ”Technology that
enables a sustainable environment.” Finalists of the
national competition will represent Poland in the world
finals to be held in July 2008 in Paris.

Competitors are required to create innovative,
useful applications for Microsoft Windows and
Microsoft.NET Framework platforms, using
Microsoft tools and technologies. The task involves
developing one's own ideas into real world
applications, which can contribute to solving
environmental protection problems. For this
purpose, IWP and Microsoft aim to bring together
IT students and visual communication, product
and graphic design students.
”Nowadays, users of IT solutions attach great
importance not only to their technological
performance, but also to ergonomics - functionality,
For more information, go to: www.iwp.com.pl/imaginecup
INSTITUTE OF INDUSTRIAL DESIGN
13
ease and convince of use and aesthetic
appearance. For this reason, the common objective
of IWP and Microsoft is to inspire technological
creativity and business awareness in students -
competition participants, which will help them to
transform competition projects into real-life
functional market products,” said Karol Wituszynski
from Microsoft's Polish branch during the official
inauguration of the competition at IWP's offices.
(ed.)
 Contest for editorial processing and publication of the
”Strategy for increasing the innovativeness of the
economy in the years 2007-2013” commissioned by
the Department of Economy Development and Ministry
of Economy.
ATTRACTIVE DOCUMENTS
Now we know that it is possible to publish a government document
in a visually-attractive form. A publication created in the wake of
the contest was produced in accordance with contemporary graphic
design standards.
14
”Documents published by public administration,
including the Ministry of Economy, are characterised
by modest graphic layout. A great deal of attention
is paid to content-related matter to the total
exclusion of presentation quality. Costs are also
an issue,” says Krzysztof Gulda, Head of
Department of Economy Development at the
Ministry of Economy. Meanwhile, content relating
to modern economy may be presented in a very
fashionable manner, the more so that the slogan
”innovativeness” is extremely important for creating
the image of Poland as a modern country having
a clear vision of its development. It is important
to appropriately communicate this vision also
abroad. Properly prepared Polish strategic
documents stand a chance of being used at the
European Committee and in other countries as
interesting reading material. A decision concerning
the selection of the graphical layout design was
a very difficult one. In the end, a decisive factor
was the use of a format combining effective
communication, simplicity and clarity as well as
attractive graphical layout. A very interesting tactic
was the use of illustrations dedicated to individual
I N ST I T U T E
O F I ND U ST R I A L
DE SI G N
chapters of the document. The jury made up of
representatives of IWP and the Ministry of Economy
selected the design by the Zdanowicz & Pawrowski
studio from Poznaƒ. The contest draws on the long
tradition of co-operation between the best Polish
graphic artists and the public administration, which
has continued since the 1930s. As early as that,
Polish artists were commissioned to deliver designs
for the entire collection of posters, other
propaganda and information printed matter, which
added to the prestige and quality of Polish
documents. The best proof of the jury's good
choice are the enthusiastic reactions of those who
receive the publication, both Poles and foreign
guests alike. As we have learned from the Ministry,
the document was simply snapped up - it was
necessary to ration copies. Many people simply
refuse to believe that this is a government document.
The most important thing, as practice has shown,
is that an attractively published document may
cost the same as an unattractive one, but may still
have an infinitely greater impact.
(ed.)
Ministry of Economy

15
>>>>>
>>>>>
>>>>>

^^^^
STRATEGY FOR INCREASING
|=|=|=|=|=|=|=|=|=|=|=|=|=|=|=|
|=|=|=|=|=|=|=|=|=|=|=|=|=|=|=|=|=|=|

>>>>THE INNOVATIVENESS
+++++++++++++++
OF THE
ECONOMY
+++++++++++++++
\\\\\\\\\\\***********////////////
in the years 2007-2013
>>>>>
>>>>>
>>>>>
NEW PUBLICATIONS
IN IWP LIBRARY
 hide from predators. In the concerning the develop-
modern world, innovative ment of one's own person-
camouflage methods have ality, creative thinking, busi-
become a significant issue ness plan development,
for the military. Demands marketing and advertising
in this field have opened principles, art of negotia-
up new areas of activity for tion, techniques for winning
the design industry. World over and convincing cus-
armies engage teams of tomers, working in a cre-
NAOTO FUKASAWA: designers, artists and scien- ative team, decision-
New York: Phaidon, 2007, tists working together to SLACK LAURA: making, etc. By presenting
239 pages create perfect camouflage. What is product design? numerous examples of ra-
ISBN -978 0 7148 4586 9 Essential design handbook tional activity and creative
- Warsaw: ABE Dom Wy- decision-making, the au-
Monograph presenting the dawniczy, 2007, 256 pages thor shows the path to suc-
design track record of Naoto ISBN 83-922797-6-X cess.
Fukasawa - one of the best
known Japanese designers The book attempts to intro-
in the world. The presenta- duce the reader to the es-
tion covers objects designed sence of industrial design.
by him for a US company Presenting specific products,
IDEO, created in collabora- it illustrates stages of the
tion with the MUJI company design process, discusses
and also those created for its various aspects and in-
his own company ”NAOTO dividual creation methods,
FUKASAWA DESIGN”. The which are characteristic of
book introduces the reader FAIRS MARCUS: Twenty different designers. An in- 17
to his design methodology -first century design: depth analysis helps to THORPE ANN:
and methods he used to new design icons, from mass trace the importance of The designer's Atlas
ensure market success for market to avant-garde / forew. individual design stages, of Sustainability.
his products. by Marcel Wanders - London: as well as product life cy- Washington: Island Press,
Carlton Books, 2006, 463 cles and sources of their 2006, 225 pages.
pages market success. ISBN 978-1-59726-100-5
ISBN 1-84442-269-0
The designer's atlas of sus-
This richly illustrated publi- tainability allows the reader
cation showcases products to learn about natural en-
considered as design icons vironment of specific parts
of the 21st century. A col- of the Earth. The book high-
lection of selected designs lights the relationship exist-
reflects directions of cre- ing between the activity of
NEWARK TIM: Camou- ative experiments in con- designers seeking to ensure
flage / introd. by Jonathan temporary design undertak- comfortable life for inhab-
Miller en by eminent designers. ARDEN PAUL: It's not how itants of the Earth and en-
London: Thames and Hud- The reader will find here good you are, it's how vironmental safety of our
son, 2007, 192 pages ultra-modern objects from good you want to be. planet. The problems of
various domains of design: London, New York: Phaidon, environmental protection
ISBN 13:0-500-51347-7 architecture, interior design, 2007, 127 pages. were presented from differ-
furniture, lighting, home ISBN 978-0-7148-4337-7 ent perspectives - ecologi-
The book presents a fasci- appliances, clothes, visual cal, cultural and economic.
nating phenomenon of information, urban plan- This publication has gained
camouflage and disguise. ning and environmental widespread popularity
In the world of nature, this management. across the world. This
mechanism allows certain comes as no surprise as
animal species to change the book provides ready- compiled by
colour, helping them to made answers to questions KATARZYNA RUTKA

INSTITUTE OF INDUSTRIAL DESIGN

 OUR OFFER FOR ENTREPRENEURS
INCLUDES
• preparing design orders
• managing new product implementations
• executing joint research and development projects
• delivering industry reports in the field of product design
• joint organisation of exhibitions and conferences
• organisation of seminars and conferences
• renting conferences rooms
• renting exhibition halls
• training programmes, postgraduate studies

INSTYTUT
WZORNICTWA
PRZEMYS¸OWEGO

Marketing and Sales Department

Warsaw, Âwi´tojerska Street 5/7, tel. (048 22) 860 01 64, fax. (048 22) 831 64 78
www.iwp.com.pl
 MONEY FOR Funds to support the Polish
design sector are on the table,
THE you should only know how to
ENTERPRISI reach them and use them well.
Assistance for design projects under POIG programme
NG
WOJCIECH GRALEC
Specialist at Research and Development Unit
(Polish Agency for Enterprise Development)

Polish enterprises in comparison with those from other EU countries are characterised by a low level of
innovation. This manifests itself, among other things, in a small number of implemented state-of-the-
art technologies and a low share of funds entrepreneurs allocate to R&D. At the same time, entrepreneurs
have poor awareness of the possibilities afforded by the use of industrial design as a source of competitive
edge. Polish and international law provides for the protection of designs, but as analyses demonstrate,
this protection is seldom invoked by businesses operating in Poland. For this reason, the Operational
Programme Innovative Economy (POIG) envisages a number of actions aimed at supporting Polish
entrepreneurs in obtaining aid for the implementation of design projects.
19
One of the measures under the programme, directly Minimum expenditure eligible to be covered by aid for
focused on supporting design projects, is measure 4.2 developing R&D potential and aid in the field of product
”Stimulation of enterprises' R&D activity and aid in the design with regard to the investment part of a project is
field of industrial design”. PLN 400,000. The maximum aid is PLN 21m for the
investment part of a project, PLN 600,000 for the part
Financing may be applied for by entrepreneurs who want relating to consultancy and PLN 1m for the training part,
to buy a service involving the creation of an industrial respectively. Additionally, a percentage share of the co-
design or a utility model. An applicant will also be able financing may not exceed limits set out in the Regulation
to produce a design on his own, as long as he demon- of the Council of Ministers concerning the determination
strates in the application human and technical resources of regional aid. This means that the maximum aid intensity
at his disposal. One of the conditions for obtaining aid, will be 70% for small, 60% for medium and 50% for
the so-called inclusion criterion, will be a requirement large enterprises and will depend on the location of the
to put the design into production at the enterprise. The supported project.
project's profitability and compliance with EU horizontal
policies: ”Equality of men and women and non- Another measure under which entrepreneurs will be able
discrimination” and ”Sustainable development” will also to obtain EU funds for work involved in preparing a
be evaluated. product design is measure 1.4-4.1 ”Support for specific
projects and support for the implementation of R&D
Eligibility expenses may include consultancy services work results”.
relating to the development of conceptual design docu-
mentation, engineering design and operation and working In the case of this measure, projects will run a two-stage
documentation for the original product design, necessary course. The first stage will involve industrial research
training, purchase or leasing of fixed assets, developed and development work. Industrial research is understood
and undeveloped property and intangible assets required as research conducted with a view to acquiring new
to put the design into mass production. knowledge and skills in order to create new products or

INSTITUTE OF INDUSTRIAL DESIGN

 ”EQUALITY OF MEN AND
WOMEN AND NON-
DISCRIMINATION”
+ ”SUSTAINABLE
DEVELOPMENT”
services or make considerable improvements thereto.
Development work involves the use of possessed knowl-
edge to plan out production, design new products or
services. This work may include producing all documen-
tation required to put the research results into production,
including preparation of designs, plans, development
of device prototypes and carrying out of necessary tests.
Applicants will be able to decide for themselves who will
carry out research work. If they have suitable resources
at their disposal, there are no reasons why they cannot
20 carry out such work on their own. It will also be possible
to engage an external research unit or network or other
institutions to carry out research. In accordance with the
proposed list of eligible expenditure, co-financing will
cover expenditure relating to the remuneration of persons
involved in project implementation, as well as depreciation
or purchase of required equipment. Eligible expenditure
will also include purchase of intangible assets necessary
for project execution, as well as consultancy services
used exclusively for the above-mentioned purpose.
Applicants will be able to proceed with the second stage
of the project - implementing research results at the
enterprise, providing that the research part of the project
has been properly completed. By default, all projects
should comprise both the research and implementation
part. However, if conducted research fails to bring
expected results or conducted market research demon-
strates that implementing the results will be unprofitable,
then the project will not receive funding at the second
stage of its implementation. In such cases however, the
entrepreneur will not be required to return funds obtained
for research work.
During the second stage of the project, eligible for
financing will be investment projects seeking to commer-
cialize research work. Here, entrepreneurs will be able
to obtain funds for the purchase or leasing of fixed assets,
intangible assets, developed or undeveloped property
and carrying out of necessary construction work.
The maximum amount of co-financing available for R&D
is EUR 7.5m, and PLN 20m for putting R&D deliverables
into production.
In order to obtain legal protection of industrial designs
or utility models, Applicants will be able to apply for
assistance under measure 5.4 ”Intellectual property
management”. The assistance may cover: costs of
preparing an application by a professional attorney (who
in accordance with national regulations is authorised to
act vis-a-vis competent authorities granting protection),
official fees for registering an invention/utility mod-
el/industrial design, costs of proceedings before compe-
tent authorities held with a view to obtaining protection,
costs of representation by a professional attorney before
a given industrial property authority. It should be remem-
bered that one may not apply for grants to finance
projects involving registration of an invention, utility
model or industrial design with the Polish Patent Office
in order to seek protection in the territory of Poland.
Protection of industrial property may be extended to
include the territory of Poland only providing that the
applicant files an application under the international
procedure, where the territory of Poland will not be the
only territory in which protection is sought.
 LIDIA ROSTKOWSKA-LIPKA
KNOWLEDGE Edusign Project Manager
lidia_rostkowska@iwp.com.pl

EDUSIGN is responsible for the educational activity of the Institute of

Industrial Design. EDUSIGN's mission is to provide educational support

to Polish entrepreneurs and designers with launching new design products

on the market with a view to ultimately increasing the competitiveness E

D
of Polish enterprises. EDUSIGN promotes knowledge about the principles

of development and market launch of those products in whose case

innovativeness and modern and professional design play an important

part. Educational activity involves, inter alia, organising conferences,

training and workshops for entrepreneurs, managerial staff and designers.

These events address topics formulated on the basis of Polish and

international experiences, including: methodology of the process for U

SI
launching a design product on the market, minimising business risk,

design product management as an aspect of building the enterprise's

development strategy and the role of design as a factor increasing the

product's competitive advantage. Within the framework of EDUSIGN,

G
the Institute, together with Warsaw School of Economics, is launching

a postgraduate course ”Product design in new product development

management” targeted at product managers. The Institute's employees

also work as lecturers at higher education institutions training students

to become designers and product design specialists.

N

Postgraduate course ”Product design
in new product development
management” - a joint initiative of IWP
and Warsaw School of Economics
IMPORTANT
Under the programme ”Innovation Creator”
implemented by the Ministry of Science and
Higher Education, the Institute of Industrial
Design will award bursaries of PLN 4,000
to graduates meeting the following criteria:
successful completion of Bachelor's or Mas-
ter's degree university programme in the
field of economics (such as: marketing,
management) or design (such as: school
of fine arts, technical university). For those
graduates, the course fee will be PLN 2,000
per year of study.

22

KNOWLEDGE FOR
THE MANAGER
The postgraduate course offered by the Institute of Industrial Design and the
World Economy College, Warsaw School of Economics in Warsaw provides
a response to the market needs in the field of education of specialists in design
project management.

LIDIA ROSTKOWSKA-LIPKA
lidia_rostkowska@iwp.com.pl
Highly-qualified employees prepared to pursue a profession of product manger
will soon enter the market. As Tadeusz Go∏´biowski, Professor at the World
Economy College, WSE in Warsaw says, improvement of product innovation
processes is necessary for boosting the competitiveness of Polish enterprises.
One of the key aspects of the new product development process (and product
management) is design. Designers not only put products into aesthetic package.
They are also responsible for equipping products with features that satisfy
essential requirements of buyers. Design is currently an important tool of the
 marketing strategy. For this reason, product managers, marketing specialists,
as well as specialists working in departments responsible for research and
development of new products and in production departments of enterprises
must in particular be familiar with this issue. WSE's contribution to the creation
of the course programme includes classes devoted to marketing concept
presentation, competition strategy, analysis of new product development process,
use of marketing research for this process, as well as discussion of organisational,
financial and legal aspects of innovative projects.

Thematic areas covered by the course curriculum:

– industrial design as an element of the company's strategy and gaining competitive edge on
the market,
– product management in enterprises,
– understanding the needs of the consumer and the market (research methods and how these
translate into new product design),
– practical application of principles of ergonomics for designing new products,
– legal aspects of managing new product development process,
– financial issues relating to project management.
23

The course is addressed to graduates of university programmes in the field of

economy, such as marketing, management and design programmes offered by
higher education institutions such as schools of fine arts or technical universities.
Classes conducted on a part-time basis will be held every two weeks (on
Saturdays and Sundays) in the form of sessions. It will take to two semesters to
complete the entire programme. Successful graduates will receive a postgraduate
course diploma. In order to receive the diploma, students will have to get credits
and defend their diploma thesis written under the supervision of a thesis supervisor
of their choice. The teaching staff composed of specialists in the field of (product)
design and ergonomics will be provided by the Institute of Industrial Design.
Warsaw School of Economics will provide specialists in the field of management,
finance, etc. Graduates of the programme will be specialists fully qualified to
manage the development of new products in enterprises, put them into production
and successfully launch them on the market. The first classes will take place in
October 2008. Classes will be held on the premises of the Institute of Industrial
Design in Warsaw. The course tuition fee is PLN 6,000 per year of study (two
semesters).

INSTITUTE OF INDUSTRIAL DESIGN

 Research and Development III: Ergonomic
Design for Schools
An integrated computer work-stand.
Warsaw, October 10, 2007.

Schools and
computers
The new project, addressed especially to young designers, facilitates combining
the creativity of graduates and business experience of entrepreneurs.

dr IWONA PALCZEWSKA
iwona_palczewska@iwp.com.pl
24

During the conference that took place in October
all those involved supported the idea of making
a project to design, build and implement into
production an ergonomic work-stand for students.
The project is to be completed with exemplary
systemic solutions in the area of spatial planning
of computer labs that are available for schools in
the present economic conditions. Making an offer
to undertake such a project, the Institute was aware
of the fact that completing the task requires the
common effort of many partners: scientists,
designers, teachers and students, furniture
manufacturers, computer scientists, local
government authorities, school inspectorates and
others. It was necessary to buy the equipment
enabling us to accumulate biometric and
biomechanic data essential in outlining ergonomic
assumptions for the project. This was possible
thanks to the fact the Ministry of Science and
Higher Education at the same time accepted
another project - one concerning the analysis of
a student's body movements in three dimensions
while working with a computer, which was
introduced as part of IWP statutory activity for
2008. Generally speaking, the project which was
decided upon during the October conference is
going to include a wide range of research that
will provide the designers with comprehensive
information. This entails analyzing the conditions
of equipment, spatial conditions and required
equipment for laboratories. Specialist analysis will
be carried out, concerning for example the didactic
process in teaching information technology in
primary schools and junior high schools, aided by
the equipment and spatial arrangement of
classrooms. Then, the next thing to do will be to
find a partner - a company or companies - that
will implement the project into production, and
organize a tender/contest procedure for industrial
forms designers.
The tender will include school furniture designs as
 Then, the next thing to do will be to find a partner
- a company or companies - that will implement
the project into production, and organize a
tender/contest procedure for industrial forms
designers.

25

well as concepts of spatial arrangement in
classrooms. IWP will draw up the assumptions and
instruction materials, and will organize special
workshops, during which the contest participants
will get detailed information concerning this project.
This year IWP is planning to organize the next
conference, Research and Development IV. This
time it will be entitled ”Ergonomics in the Digital
World” and be organized as part of the Gdynia
Design Days* in July, 2008.

After one concept has been chosen, the

manufacturer will make prototypes and subsequently,
school furniture for computer laboratories will be
produced. It is planned to fully equip computer
labs in a chosen group of schools as a pilot
program. At the same time, certified furniture
projects will be introduced to the market. Importantly, * For more information see page 6.
local councils have already expressed their interest
in the project.

INSTITUTE OF INDUSTRIAL DESIGN

 IT'S A GOOD TIME
TO BE CREATIVE
A new era is coming - an era of creative economy, in which creativity,
imagination and innovations will be of paramount importance.
LIDIA ROSTKOWSKA-LIPKA
lidia_rostowska@iwp.com.pl
A growing interest in the creative industries sector in Europe has contributed
to designing research programmes and professional analyses of the sector,
which allows us to understand it better. According to the definition proposed
by the British Department for Culture, Media and Sport, the creative industries
are those based on individual creativity, skill and talent. They have also the
potential to create wealth and jobs through developing intellectual property.
Advertising, architecture, crafts, arts and information technology are examples
of such industries.

In 2006, the Belgian consultancy company KEA European Affairs prepared

”The Economy of Culture in Europe” report requested by the European
Commission. The report, which sums up the first research of that kind on
26
a European scale, indicates a number of direct and indirect factors within
the sector of creative industries which have impact on fulfilling the objectives
of the Lisbon Strategy. The main objective of the strategy is making the EU
by 2010 the most competitive and dynamic knowledge-based economy in
the world. Indirect factors include: links between creativity and innovation,
links with the ICT sector, regional development and the attractiveness of
creative industries. Direct factors include fast-growing employment and
influence on GDP growth.

According to the report:

– the creative industries sector turned over more than 654 billion Euros
in 2003.
– it contributed to 2.6% of EU GDP in 2003.
– the overall growth of the sector's value added was 19.7% in 1999
2003.
– in 2004, at least 5.8 million people worked in the sector, equivalent
to 3.1% of total employed population in Europe.

KEA European Affairs assumes that the creative sector, in line with cultural
sector, create a so called creative economy. The table shows the industries
of the creative and cultural sector.
 FIELD SECTORS SUB-SECTORS CHARACTERISTICS
CU LTU RA L S ECTOR

Arts SUB-SECTORS
visual Arts crafts, paintings, 'Snap-consumption'
photography non-industrial goods:
art fairs, exhibitions, concerts
CHARACTERISTICS
performing arts theatre, dance,
CULTURAL SECTOR
opera, circus

cultural heritage museums, libraries,

monuments

media films and videos Copyright-based culture goods

aimed at massive reproduction
television and radio

video games

music recorded music

market

books and press

27
CREATIVE SECTOR

creative industries design fashion design, Industrial activities or producing

graphic design, single copies,
interior design,
product design goods based on copyright and
trademarks;
the use of people's creativity
architecture
originating in the arts and media
field as a development factor
advertising

related industries new technlogies: Dynamically developing sectors,

IT, multimedia, mobile including the ICT sector
industry

For the purposes of this article, the term ”creative industries sector” was adopted.
It is understood as a number of industries delineated in the above table, without
a division into a cultural and creative sector. On the basis of the definitions
quoted, one can propose a conclusion, saying that the creative industries
sector encompasses branches which are very diverse - they have disparate
spheres of operation, they often differ in character, manner and objective of
their activity. The sector includes both the industries which operate to gain
profit, as well as those subsidized or supported by the state or municipal budget.
What they have in common is the fact that they are based on individual creativity,
skill and talent.

INSTITUTE OF INDUSTRIAL DESIGN

CREATIVELY
WE ACT

The Institute of Industrial Design (IWP) for 50 years has operated on the creative industries market
and really understand its needs. We actively contribute to the creative industries sector, providing
various services, such as:
- advice on the process of new product and design developments
- cooperation with the leading brands in the field of creative economy
- promoting and organizing exhibition events
- education and multimedia
- statements and references provided by IWP's foreign partners, available thanks to ICSID membership

The creative industries sector is shaped mainly by attracts also big corporations. They move their
all the young and small companies which are the design departments to Berlin and surroundings,
most flexible and innovative. They contribute to an example being Volkswagen AG. Fashion, graph-
increasing the pace of structural economic changes ic and media designs are very often combined
and create more jobs. For many cities, creative with product designs. Consolidation of various
industries constitute a strategic direction in their projects is characteristic for companies such as
development. Among the agglomerations which MetaDesign, ART+COM, Plexi and Moniteurs.
have been successful, one can mention e.g. Berlin, Berlin is conducive to linking design and production
a place where special programmes to support and with marketing strategies, discovering market niches
promote the sector are undertaken. and innovations starting new trends. Additionally,
the city offers a vast repertoire of cultural events:
In 2004, The Berlin Senate Department for Eco- Design-mai, Up-date and the Berlin Photography
nomics, Labour and Women”s Issues in cooperation Festival. With an overall turnover of 8 billion Euros
28 with the Department for Science, Research and and 8% growth dynamics, the creative industries
Culture launched The Creative Industries Initiative sector has become a vital part of the German
”Berlin Zukunft”. The objectives of the programme economy.
are wide and include: examining problems and
potentials of the creative industries, highlighting The fact that the creative industries sector has a
interfaces between creative industries and culture, great impact on urban agglomeration development,
as well as developing and implementing compre- has resulted in global programmes that aim at
hensive solutions for funding culture and promoting monitoring and promoting the effects of local
entrepreneurship within this sector. According to communities activity. The two most popular world-
the data of the Berlin senate, the creative industries wide programmes are: City of Design, undertaken
sector when compared to other municipal economy by UNESCO and World Design Capital, prepared
sectors, shows higher turnover and income as well by the International Council of Societies of Industrial
as better employment indices. These data confirm Design (ICSID), which embraces 160 leading
the potential of creative business, especially when organisations in the world involved in design
contrasted with the general tendencies in the development, including IWP.
German economy, which indicate constantly de-
creasing employment figures. These programmes are aimed at the development
of economy, societies and support for the cultural
Today, Berlin is the embodiment of creativity and diversity of cities. They should result in a higher
attracts creative minds. Designers, fashion designers, quality of life, a strong sense of identity and
photographers and architects from all over the community. ”Cultural tourism” development is also
world are all willing to benefit from competitive an important element of such programmes. More-
flat rents, low living costs, cooperation among over, investors are won as a result of an appropri-
companies and enthusiastic clients. There are ately implemented strategy of city development.
almost 1500 designers in the city, making it the Thus, creativity stimulates both local and interna-
German capital of design. The air of creativity tional markets development.
 D
RESEARCH
E
dr IWONA PALCZEWSKA
Director for Research

S
and Development
iwona_palczewska@iwp.com.pl

DESIGNLAB works to provide entrepreneurs, designers and

economic authorities with solid and verified scientific and
marketing knowledge.

Only such knowledge can be the foundation on which one may implement

design in the production process in Polish companies in order to use it to

I
increase the competitiveness of the economy. DESIGNLAB conducts research

in the field of ergonomics, anthropometrics and biomechanics. Its research

G
findings constitute the basis for designers and producers in creating modern

ergonomic designs. It is conducted in cooperation with Polish producers, on

commission from public administration as grant-based company projects.

The interdisciplinary team boasts considerable academic achievements and

N
is made up of anthropologists, experts in biomechanics and fabric technology.

L
DESIGNLAB owns the apparatus and software that can be used to conduct

electrophysiological, tensometric and anthropometric research and will soon

purchase equipment used to analyze movement and changing body position

in 3D. The second important area of DESIGNLAB activity consists in preparing

A
and carrying out market research, providing expert opinion and consultation

for companies, designers, state and local administration. This is all done

to provide knowledge on detailed issues in the area of design, which is

aimed at supporting economic development.

B
 The current state of Polish jewellery-
making and amber craft in respect to
design was analyzed by the Institute on
request from the Department for
Economic Regulation of the Ministry of
Economy.

AMBER, GOLD...
DESIGN
dr IWONA PALCZEWSKA
iwona_palczewska@iwp.com.pl

”Design as an opportunity for

30 the development of the jewellery-
making, goldsmithing and amber
sector in Poland” is a specialist
report, which may elevate design
to the position of a factor shaping
the company's brand name and
increasing the competitiveness
its main participants, customers, and current trends
in jewellery design, pointing out chances and
barriers for design development in the jewellery-
making, goldsmithing and amber sector in Poland.
The experts presented pathways and concepts of
this sector's development in chosen EU members
(Italy and Germany) and carried out an analysis
of law regulations and the training system in the
profession of jeweller-goldsmith.
It appeared that this branch of Polish economy is
characterized mainly by long standing traditions,

of domestic jewellery products. dominance of small craft companies (micro-

business) and lack of natural raw materials. There-
fore, jewellery-making and amber craft in Poland
For the last few years the jewellery-making and can go into two directions in order to develop.
goldsmithing market in Poland as well as legal Either they may encourage good design in mass
and institutional aspects of Polish economic life production, since this contributes to a large segment
have been undergoing considerable transformation. of the market, or they may support highly innovative
In particular, considerable changes were introduced design trends in so-called designer jewellery. Train-
due to our access to the European Union and ing programmes in the profession of jeweller-
ratification of the Vienna Convention on the Control goldsmith, both on the vocational as well as higher
and Marking of Articles of Precious Metals. level of education, lag behind economic changes
IWP's experts analyzed the Polish jewellery market, that have recently taken place in Poland. Thus,

there is a need to enrich teaching programmes
with elements such as: the rules of pattern design,
development of aesthetic sensitivity and creativity,
design product management, awareness of the
function design has in competitiveness, company
positioning on the market and brand development,
adjustment of products to market trends and
finally, legal protection of intellectual property,
including some knowledge of copyright.
31
The report presents a thorough study which may
contribute to making legally and administratively
bounding decisions, supporting the development
not only of design, but also modern teaching
programmes for vocational schools, within as
well as without the jewellery sector.

Report:
Przemys∏aw Giera∏towski
Jacek Cynke
Consultation:
dr Iwona Palczewska
Sources:
Janusz Wasilewski

photo: press bulletin W. Kruk

INSTITUTE OF INDUSTRIAL DESIGN

 Research - implementation project in cooperation
with PROFIm ”Designing and implementing into
production an integrated computer work-stand for
the sitting-lying position”

32

3+3=1
!
Three partners: IWP, PROFIm and a designer
Tree objectives: making knowledge available to designers;
getting a design project; implementing it in industry.
One effect - an excellent product.
dr IWONA PALCZEWSKA
iwona_palczewska@iwp.com.pl
only pluses

A formula which is of benefit to all the

partners is the key to success.

A + for the designer. Every participant of the contest organized On November 7, 2007,
by IWP can free of charge use the results of ergonomic and
biomechanics research conducted in recent years, as well as design
fifteen individual designers
recommendations based on them. All the designers can use both and design agencies
the knowledge they gain and the projects prepared (after the grace representatives took part in
period) in cooperation with a chosen company. The selected project
will be implemented into industrial production, also thanks to funds a meeting and workshops.
won by IWP. The author of the project will sign a contract guaranteeing At the meeting President
him both remuneration and royalties. Moreover, the project will be Beata Bochliƒska presented
entered for the Red Dot international contest.Dot.
the conditions of the contest
A + for the producer. The company implementing the project and later dr Iwona
will get an innovative product accompanied by a researcher's opinion
Palczewska and dr Andrzej
concerning its ergonomic and biomechanics characteristics. The
producer may also choose from a few projects whose authors are Mastalerz made
the most distinguished Polish designers in the furniture sector. The presentations on the topic
intended presentation of the work-stand at the International Furniture 33
Fair ORGATEC in 2008 in Cologne and entering it for the contest
of ergonomic, physiological
PRODUKT PRZYSZ¸OÂCI (The product of the future) are among and biomechanics
additional benefits. considerations in designing
A + for IWP. The Institute of Industrial Design also benefits form work-stands for sitting-lying
the project. It wins partners for further cooperation, and, thanks to position. Such a positive
evaluating every process in the project, also knowledge as how to reaction to our invitation
improve its work in future.
Of course, one cannot forget that the object of design - a computer proves that the efforts made
work-stand for sitting-lying position - is in itself attractive. First of all, by the Institute to increase
it is an innovative product whose utilitarian qualities have been
the effectiveness and
proven scientifically. Additionally, it may make every 'idler's' dreams
come true. The sitting-lying position, with the corpus leaned backwards strengthen cooperation with
and lower limbs stretched forward and slightly bent at the knee, is designers and industry,
called the 'driver's position'. It is one of the most convenient positions
when one considers activities not requiring physical strength but
were noticed by the
rather full long-span concentration while performing activities at addressees of our
a high level of precision - e.g. while working at the computer. undertakings.
Biomechanics research shows that in the sitting-lying position
intervertebral discs undergo low pressure and paravertebral muscles
show low activity, which contributes to preventing movement apparatus
related diseases.

INSTITUTE OF INDUSTRIAL DESIGN

FROM WORDS

TO DEEDS
 Design in Poland. A Special Report
for the Ministry of Economy.

FROM WORDS
TO DEEDS
About 80% of companies declare that next year they will introduce a new product to
the market. Those that claim design is essential for their development implemented
four times as many patterns as all the others. More than 90% of design leaders in
Poland intend to order a new design project next year and nearly 90% of companies
indicated quality as the most important factor influencing selling figures.
A similar number modify the patterns already present on the market, 11% admitting
they copy others' designs ...

35
Where do these data come from? We have them thanks to BEATA BOCHI¡SKA
the analysis of design in Poland prepared by IWP on request from beata_bochinska@iwp.com.pl
the Ministry of Economy. Without solid knowledge any serious debate
is impossible. Thus, 'hard' arguments, preferably numbers, should
be mentioned. If we wait for the state's support for design development,
we must speak of measurable benefits for companies and the whole
economy. Such conclusions were drawn after a meeting with Krzysztof
Gulda, director of the Department of Economic Development (in
the Ministry of Economy). Thus, without solid knowledge we will not
convince the governing bodies..

The Minister of Economy had been invited to award 'Dobry Wzór'

(Good Design) at our gala in May last year. We did not believe the
invitation would be accepted but were mistaken. Minister Piotr Woêniak
came and not only gave the award but also talked to the leading
producers and designers, contest finalists, those whose everyday work
relies on design and cooperation with designers. In his speech, the
minister mentioned the growing role design plays in the economic
development in Poland. We have remembered his words! We asked
not for money for exhibitions or other activities promoting design but
wanted the Ministry to order a professional report on the condition
of Polish design. A similar report helped to get the state's support for
design development in Great Britain. Now we wanted to show how

INSTITUTE OF INDUSTRIAL DESIGN

36
The Ministry of Economy ordered a report whose
We know who, and what, is scope was similar to ones in other EU members.
missing in companies in Preparing and carrying out the research in a
order for design not to be thorough manner as well as drawing up the report
for the sample of 300 companies from all over
an empty slogan perceived Poland took six months. While it was being done,
as generating extra costs, we contacted institutions who undertook such
analyses in other countries. E.g. the British could
but an investment. finance Designing Demand, a large programme
the economy in macro scale can benefit from design. supporting design development, due to their re-
We knew that in future it would be more difficult to search. We used their experience and absorbed
ignore numbers.. their knowledge, yet we were not uncritical. We
drew conclusions, trying not to repeat others'
Such a report reveals the truth: the present conditions, mistakes. At the same time, we evaluated our
potential benefits, threats and weak points. It explains current needs.
why in a country with 40 million people, where
industry is an important element of the market We chose a research agency, outlined questions
relations, product design does not develop sufficiently. and profiles, agreed on the method of research,
Is it possible to consciously use design to increase defined the size of the group and the sectors,
the mark-up or to cease positioning oneself merely ordered quality and quantity research in the whole
as one who works on somebody's commission? of Poland and we ... waited with our hearts in our
Why is it that so many domestic producers cannot mouth. At the same time, we commenced drawing
employ the potential of Polish designers? In what up assumptions for the key project, ”Zaprojektuj
way can designers meet clients' expectations? Swój Zysk” (”Design Your Profit”), which was
 37
supposed to stimulate design development in Polish which companies cooperate with designers, we
companies (see pages 2 & 3). know in which sectors and where precisely Polish
design leaders can be found. We know that the
Quality research showed to us what expectations leaders claim (three times more often than others)
producers and designers have in respect to coop- that due to using design the price of a product
eration, and what general barriers exist in using grows by 40%!!! We know what economic tools
design. We sighed with relief. In the majority of are not used by companies, because they have
cases, unwillingness to cooperate resulted from a not needed them so far. We also know that, unfor-
lack of established rules and organized methods tunately, a large group of producers still invest a
of cooperation, not from ignoring the importance lot of energy into copying patterns, claiming that
of design. We know how to help both companies a design project is too expensive. What is interesting,
and designers so that these two worlds can work these producers most often do not know designers'
together effectively. We also know who and what fees. Only 5% of companies realize that a good
is missing in companies in order for design to be design reduces the risk of introducing a new
not an empty slogan, perceived only as generating product onto the market and the investment related
extra costs, but a profitable investment. Yet, such to its preparation. Many companies cannot evaluate
knowledge is still too little. The most basic question the risks involved in investing in their own designs.
concerns the scale of the phenomenon - if the We know who protects their designs with patents,
scale is considerable it is worth investing; if not, it and who does not, and why. Finally, we know that
will be difficult to prove that design is to be an companies very rarely analyze clients' preferences.
important priority in providing support. So called 'intuition' is widely applied and was
sufficient at the beginning of the 1990s, yet, today
Quantity research, which was completed at the it cannot be a tool in running a serious business.
end of 2007, is a well of knowledge. We know Being conscious of the development potential as

INSTITUTE OF INDUSTRIAL DESIGN

 Analysis of functional capacity: well as the limited competence of the two sides - designers and
elderly people's hands - producers - enables one to put forward realistic objectives. Now, we
processing data and proposing can prepare common workshops, draw up handbooks and other
instructions for designing and materials that both designers and entrepreneurs need. We can
modernizing handles. commission an Internet platform to meet their expectations and help
them to start a dialogue. We can organize post-graduate studies,
which even in the West are a novelty. Now we can professionally deal
It is the objective of the project carried
with design.
out by the IWP Ergonomic Research
Department, financed by the Ministry We harbour no illusions. Establishing both the habit and practice of
of Science and Higher Education (IWP cooperation between designers and producers is not a matter of one
project), to analyze the functionalmoment, but many years. We can support the building of necessary
capacity of elderly people's hands long-lasting relationships in a wise, systematic way, using verified
and prepare research results in the methodology, as well as the organisation of single spectacular events.
form of data needed in designing This can be achieved with the state's support or by relying only on
and modernizing handles. The unstable market forces. There are many ways, yet only one should be
strength and position of pressure
chosen and the relevant aims should be consistently followed. In
forces in the palm and fingers while
everyday activity we cannot apply emotions and information which
clutching a sample handle were
analyzed with the use of a unique
are based solely on our personal experience, since they do not represent
apparatus produced by Tekscan (USA), the whole truth about reality. Poles are grumblers, they give interviews
owned in Poland only by IWP, which in the media and grumble. They often complain, provide fragmented
employs the most modern technology knowledge, data taken out of context without any analysis and cannot
appreciate the support they receive out of ignorance. We assume that
of ultra-thin sensors.
38 by exaggerating the problem we will cause an effect ..., yes, what sort
The results of the research conducted of effect? What do we expect?
on a representative group of elderly
people will contribute to formulating This examination of conscience was
instructions for designing equipment
for people whose hands are
necessary to break the deadlock and
dysfunctional not only because of using design, develop an innovative and
their age or possibly injury, stroke or
competitive economy. This is the sum of
neurological disease but also for
designing utilitarian objects equipped our knowledge, which will allow for a
with ergonomic, comfortable handles rational use of the state's support and
that adjusting to the human hand.
Biomechanics data will also enrich other financial sources.
Ergodesign, the ergonomic database.
The research methodology and In one year, IWP had to do as much as others did on average in
apparatus may be applied also while three; i.e. prepare research, draw up the report, establish assumptions
preparing experts' opinions and for support and propose a project, additionally reorganizing the
implementing projects in collaboration Institute's structure in order to serve a demanding project wisely and
with interested entrepreneurs. efficiently. Once again we are to live in 'interesting years' but now have
them well researched, which is a good start.

The article has been illustrated with drawings by Marianna Sztyma, which come
from ”The Strategy for Increasing the Innovativeness of the Economy for the
years 2007-2013.”
 IWP's expert analysis for the
Ministry of Economy and the
Polish Agency for Enterprise
Development (PARP).

UNKNOWN
CONSUMER?
In 2007 the Institute of Industrial Design (IWP) carried out expert analysis
for the needs of the Ministry of Economy and the Polish Agency for
Enterprise Development (PARP): ”Analysis of the awareness of consumer 39
1
needs in enterprises during development and launch of a new product.” .

ANITA PUTKIEWICZ
anita_putkiewicz@iwp.com.pl

The analysis presents, among others, results of a ramics and glass, household appliances, electronics,
qualitative survey conducted by the Ipso research investments products (machines and tools), means
company at the request of and in close substantive of transport, computer equipment, multi-media
collaboration with IWP. The survey aimed at anal- and peripherals, as well as new media.
ysing awareness of consumer needs among entre-
preneurs when developing and launching a new What we have learnt (result)
product and discovering to what extent the needs The research reveals that secondary sources of
are considered in the product development process. information (e.g. information from a wholesaler
or from sales reports analyses) are often treated
Who we talked to (method) as the basic (and the sole) source of information
The research project involved in-depth interviews about the consumer and his or her needs. Busi-
with representatives of businesses that have a track nesses frequently use this information as the starting
record of new design implementations as well as point for the preparation and development of a
with designers who have experience of development product concept. Enterprises make use of this
work on new product designs. information instead of the information coming
directly from the consumer (i.e. the actual target
The companies represented various regions of group).
Poland as well as trades including: furniture, ce- Information from consumers is one of the basic

INSTITUTE OF INDUSTRIAL DESIGN

 methods of market research:

The secondary sources used by Research conducted on one's own account

survey respondents include:
• information from customers (i.e.
distributors, sales representatives,
sales personnel)
• observation of competitor
operations
• trade fairs
• opinions of their own employees
1. involving:
• use of materials and so-called desk
research
• in-house surveys conducted on a selected
consumer group
• observation of the target group in its
”natural” environment (for instance,
observation of office work conditions
by a furniture manufacturer)
2. Professional market research delivered by an
external provider.

Market research is seldom used by entrepreneurs

40 due to:
• the commonly believed high cost of market
research
• previous negative experience (negative evalu-
and highly valued information sources about con- tion of a project that is later successfully impl
sumer needs. Sometimes it is the distributor who mented by a competitor)
is perceived by the producer as the main consumer • high trust shown to secondary sources of
and product end user (the target). A distributor's information (as described above)
suggestions and expectations make up the main • weak knowledge of research methodology and
guidelines in the development or modification of inability to interpret research results
a product concept. At times a new product is
developed at the explicit request of distributors or Enterprises which have greater expertise in the
they are consulted about a product model or pro- product implementation process and operate in the
totype. Information from a distributor often forms most competitive market segments (trades) usually
the foundation for the assessment of consumer integrate market research into the process. They
interest in the product and initial calculation of conduct consumer research at least at two stages
potential sales volume. It thus often replaces market of product development. At times research takes
research. place at more stages of the process (depending on
project complexity). Typically, the research includes
collection of data about the target group at the
Collection of information about consumers through onset of the project, before project assumptions
consumer market research is the least commonly are made and the verification of the model or
used method among enterprises. There are two prototype among consumers.
And where is the consumer?
Summing up, on the basis of IWP and other
research, whose results are discussed in the expert
analysis, we arrive at the slightly worrying conclusion
that the consumer and their needs are not being
targeted by many entrepreneurs. Focusing on the
opinion of a distributor or a salesman, entrepre-
neurs fail to notice the actual recipient of their
products, i.e. the consumer.

Information coming directly from consumers can

significantly influence development of products
that are better suited for market needs, thus more
competitive and as a result, bring more income
through better sale. A key issue is then drawing
entrepreneurs' attention to the practicality of learning
about consumers and their needs ”at the source.” 41

After all, we are all consumers and would like

products to meet our expectations.

1
A research paper financed by the Ministry of Economy
written as part of the Multi-annual Programme
”Enhancement of innovation development systems in
production and exploitation in the years 2004-2008.”

INSTITUTE OF INDUSTRIAL DESIGN

IWP
20
08
JANUARY
15 January – launch of the 15th jubilee
edition of the 2007 national Good Design
contest for the best-designed products
present on the Polish market. Contest
description, rules and entry forms are
available at www.iwp.com.pl
The Calendar to be purchased from FEBRUARY
the Institute of Industrial Design 12 February – the 1st International
and the website: www.iwp.com.pl Conference of the Entrepreneur Club
”Design as an element of the strategy for
the growth of competitiveness of companies.
Financial, research and marketing support
tools.”
14 lutego – launch of the Fortis Young
Design programme. An opening of the
”Time to Relax” exhibition created by six
teams of young designers will take place
at IWP on this day. The theme of the pre-
sentations will be futuristic ways of spending
free time. The exhibition will remain open
to visitors until 30 March.
Within the context of Fortis Young Design,
students can compete for the Prof. Wanda
Telakowska scholarship - awards include
20,000 PLN and an internship at a re-
nowned studio.
Details available at: www.iwp.com.pl
18 February – design contest final orga-
nised in the context of a research and
implementation project by IWP and
PROFIm: ”Designing and implementing
into production an integrated computer
work-stand for the sitting-lying position”
MARCH
3 March – announcement of an IWP and
NCS contest for students. The theme will
be the use of the NCS colour system in
architecture, interior design and products.
In the meantime, results of the 1st stage
of the 2007 Good Design contest will be
known - enterprises will compete to reach
the final.
In collaboration with the Microsoft company,
within the context of the IMAGINE CUP
2008 contest, we will be training ICT and
visual communication students. We will
reveal marketing rudiments in business
and how to develop a career path for
newly-designed products. Contest details
at: w w w. i w p . c o m . p l and
www.imaginecup.pl
APRIL
24 April – contest final and gala event
of the 15th Good Design 2007 contest.
Announcement of the winners of the Good
Design 2007, Design of the Year 2007
and Designer of the Year 2007 awards.
Consumers will hear which products are
the best in terms of their design, where
they can be purchased and how much they
cost. Opening of an exhibition on IWP
premises featuring products that have SEPTEMBER ence will be devoted to design which takes
reached the final. The exhibition will be 9 September – opening of the Designer into consideration the needs of older people,
open to visitors from 25 April to 22 June. of the Year exhibition, presentation of the children and the disabled. The conference
best Polish designer awarded with the is aimed at students, designers and entre-
MAY special award of the director of IWP in the preneurs. The presentations will include
6 and 7 May – the Polish finals of the Good Design 2007 contest. During the examples of products and market services
international Imagine Cup 2008 competi- exhibition - design workshops for design which enhance the quality of life.
tion in the software design category. A students as well as children and the youth.
great gala is scheduled for 7 May. The The exhibition will remain open until 12 DECEMBER
winning team of IT specialists and designers October. Educational design workshops for children
will go to the world finals in Paris. and the youth will be held throughout the
OCTOBER whole month. The Colour Day exhibition
15 and 16 May – the Finals of the Award 1 October – 1 October - opening of the will remain open to visitors.
Committee and presentations before a academic year for the postgraduate pro-
business jury of the 10 best projects by gramme ”Product design in new product 8 December – conclusion of work in the
design students and graduates. The winner development management” created at the Ministry of Science and Higher Education
will receive the Prof. Wanda Telakowska Warsaw School of Economics in collabo- research project: ”Investigation into the
scholarship. From 16 May to 15 June - ration with IWP. functional hand capacity of older people
portfolios of contest finalists will be present- - data development and guidelines for
ed at the exhibition rooms of IWP. 21 October –launch of the comprehensive design and modernisation of grips and
programme ”Colour Days”. An exhibition handles.” (Professor Ewa Nowak, project
JUNE preview is to take place the same day. manager)
Until 22 June - exhibition of creations by Another presentation of the possibilities
the Good Design 2007 contest finalists. colour creates in design and everyday life. 31 December – end of anthropometric
The exhibition is to last until 10 January studies of youth from senior secondary
30 June – conclusion of the research 2009. schools and conclusion of the research
project called: ”Influence of the head project: ”Updating of anthropometric data
position on the strain of the muscular 21-25 October – ORGATEC 2008 trade about children and youths of 4 to 18” and
system of the shoulder girder and the neck fairs in Cologne during which a prototype conclusion of the study: ”Determination of
section of the spine. Development of ergo- manufactured by the PROFIm company man's ability to direct movement, depending
nomic guidelines for designing computer as part of the joint IWP and PROFIm re- on the amount of resistance and movement
work stands.” search and implementation project: velocity: designing appropriate data.”
”Designing and implementing into produc-
tion an integrated computer work-stand
JULY/AUGUST
for the sitting-lying position.”
Gdynia Design Days - a festival of Design
in Baltic countries. The festival will feature
the most important designers of all the NOVEMBER
Baltic countries, including Poland. Two 5 November in IWP - ”Colour Day” - an
exhibitions will be held as part of the event: International Research Conference ad-
Digital Design, Democratic Design, Design dressed to academics, students, entrepre-
Future as well as workshops and confer- neurs and architects.
ences. At weekends, special workshops for children
involving designing as well as playing with
16 JULY – the 4th International Research colours. All families welcome.
Conference ”Ergonomics in the digital
world” as part of the Gdynia Design Days. 26 November – International Conference
for Universal Design. This year the confer-

INSTITUTE OF INDUSTRIAL DESIGN

 INSTITUTE
OF I N D U S T R I A L
DESIGN

G O O D D E S I G N_ 2 0 0 7

B E S T- D E S I G N E D
JUBILEE EDITION
PRODUCTS
OF COMPETITION ON THE POLISH MARKET

COMPETITION
OD 15.01.2008 TO 24.04.2008
EXHIBITION
OD 24.04.2008 TO 22.06.2008
Honorary Patronage
Minister of Economy
Ministry of science and higher education
Patrons
Patent Office of the Republic of Poland
Polish Agency for Entrepreneurship Development
National Chamber of Commerce