How design adds value

During our interview with Mr Meyer-Hayoz, he shows us photos of some new parking ticket machines. «Where am I supposed to put the money in? Even the design of simple products like this can be more intuitive,» says the expert. He believes that a design always has a defined function and purpose and is a form of communication.

Mr Meyer-Hayoz always looks at design from a holistic point of view, that is to say that it must be fully integrated into company processes. This begins with linking the design strategy with the business strategy. «A quick example – if we develop a product for bioprocess optimisation, the marketing communication should be consistent. An old-fashioned brochure would not fit the bill,» says Meyer-Hayoz. Everything must be homogeneous. This is only possible with a comprehensive design strategy. Product design is particularly important nowadays because it takes more than just technical functions to stand out from the crowd.

It’s not just about the initial eye-catching effect of an attractive design, however. Design can also make a company more efficient. Uniquely-designed machines allow for a more streamlined production process and improved ergonomics simplify the operation of the machines. «Customers are asking more and more for products to have a simple, user-friendly design so that they can be used intuitively by those with little technical knowledge,» says Martin Kuhl, Vice President Global Marketing & Sales Services at B. Braun in Germany. This globally-active family business operates in the medtech industry and, amongst other projects, it recently brought a dialysis machine to market.

At an early stage, the company defined their requirements for design and functionality together with Meyer-Hayoz Design Engineering. Martin Kuhl also sees design as an opportunity to set oneself apart. «The design makes our brand promise more tangible. Colours are also absolutely relevant here. This is certainly not the decisive factor for the sale, but it’s a supporting argument,» says Mr Kuhl. He expects that there will be an increased demand for medical devices that look less clinical-like. «For example, an important consideration for us is that patients can undergo dialysis at home. It would be helpful if the device blended in visually with the surroundings.»

Christoph Fahrni, co-owner of the LED Werkstatt in Thörigen, also recognises the value of design. The SME manufactures neon signs, charging stations for electric cars and recycling stations. All products are developed in-house and are manufactured in the factory in Bern. «Design is important to us as it adds value to the product and it’s a unique selling point,» says Christoph Fahrni. Design protection is a permanent feature in the company’s development process. The company has invested a lot of time and money into a product which they do not wish to lose out on. Once the product has been protected, it becomes a marketable commodity. The owner may, for example, license the innovation.

The company B. Braun and the SME LED Werkstatt are evidently using design to create added value and are protecting their products accordingly. Design has become one of the most crucial marketing factors for companies and, as a result, counterfeiting is common in this field. Anyone who protects their design can prevent others from using products with the same or a similar design. Protection transforms the design into a tradable commodity and a company asset. Companies can lease (license), pledge or bequeath design rights.

But legally speaking, what exactly is a design? A design is understood to be the exterior form of a product or of parts of a product. It can either be two-dimensional or three-dimensional and its form is characterised by the arrangement of lines, contours, colours and surfaces or by the material used.  Examples include the design of consumer items such as cutlery and toothbrushes, industrial designs such as locomotives and production facilities or detail designs such as watch faces, fabric patterns or parts of the body of a vehicle.

In order to qualify for protection, a design must be new, which means that no identical or similar design has been published before the design is registered and the design is sufficiently different from existing designs in its main characteristics.