Design Decisions Need Input From The Top

I was glad to read that superficial design is not the fix-all for slumping sales ("Zenith Data: Good looks may not be good enough," Design, Sept. 27). However, I think that frogdesign Inc. may be taking a bad rap in the article, because it did not clarify that American corporations frequently have difficulty understanding the role industrial design has to offer in product development. If designers are only allowed to have styling input to a product, their achievement can only be superficial. Robert Brunner of Apple Computer Inc. is correct in saying good design "has to go deeper into the product and what a product does to help people interact with it," and Apple is fully behind him in that regard.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.