2. The evolution of design through business, technology and economic practices

2.1 Design evolution in the company

Industrialists haven't always been in tune with design! This is perhaps due to the myth of the "star designer", a brilliant artist who is financially out of reach and has little knowledge of technical and industrial realities. Faced with the concreteness of technology, the elusive nature of Design (like art) generates apprehension, and the rational culture of the industrial world does not sit well with the conceptual vagueness of the designer's approach.

In this context, it's essential to communicate the benefits of design, which add usage and esteem values to a product's technical performance. And this work of explanation seems to be bearing fruit in the industrial world. What's more, industrial activity is very often structured...