OUGD502 - The Business of Design - Presentation Notes & Task

UK Economy

- 7th largest in the World-3rd largest in Europe.
- One of the most globalised countries.
- London is the largest financial centre, equal with New york.
- Largest industries, which are, Aerospace, Pharmaceuticals, North Sea Oil and Gas.

What are industry sectors?

- Good-producing segment of an economy
- An area of the economy in which businesses share the same ore a related product or service.
- An industry or market sharing common characteristics.
- Standard economic models identify four industrial sectors.

Primary sector

The primary sector of the economy extracts or harvests products from the earth. These are extracting, harvesting products, agriculture, commercial and sustainable. These are primal activities - without these society and industry can't exist.

Secondary Sector

The secondary sector of the economy manufacturers finished goods. It is product driven. Things like metal work and wood work.

Tertiary Sector 

The tertiary sector of the economy is the service industry; transportation, retail.

There is also an added fifth, Quaternary Sector - This consists of intellectual activities. Things that are non-profit like charities etc.

Why are industry sectors important?

Dividing an economy up into sectors with defined similarities allows for more depth analysis of the economy as a whole.

Why do you need to be aware of economic sectors?

- Competition

- Current Market Trends

- To Spot Gaps in the Market

- To understand the relationship between the sectors

- To see where the money is.

The Service Industries

- The Service industry is made up of Companies and Organisations that primarily generate revenue through providing often intangible products and services.

- Service Industry Companies are involved in:-

- Retail

- Transport

- Distribution Food Services

- Other service dominated Business.

Service Industries are divided into three further sectors which are more commonly known to us. These are:-

Public Sector

This is the part of the economy concerned with providing basic Government, State or publicly renowned services. It usually provides services that are FREE at the point of delivery and a non-payer cannot be excluded from. An example of this is Emergency Services, NHS and Public Education. 

It is meant to benefit the whole of our society rather than just the individual who uses them and is funded by us the tax payer. 

Beijing - China is state run which means they cut education and healthcare in order to raise the money (120 billion) for their olympics. Trained up welders and builders and now have a teriible education and healthcare.


Private Sector

This is not controlled by the State. It is run by individuals for profit of their own businesses. This is where most jobs are held in the country and is the biggest sector. We differ from other countries where their Government have power over the economy like the people's Republic of China. National economy is driven by private enterprise and investment.

Third Sector

The third sector includes voluntary or not-to-profit companies. (TSO's)

- Service Industries
- Creative Industries
- Education, Health and Social Work
- Financial and Business Services
- Hotels and Restaurants
- Other Social and Personal Services
- Public Administration and Defence
- Real Estate
- Tourism
- Transport, Storage and Communication
- Wholesale and Retail Trade

The Creative Industry

A range of economic activities which are concerned with the generation or exploitation of knowledge and information. Using creative skills to contribute to society and to make money. Examples of the different areas are:-

- Advertising
- Architecture
- Crafts
- Design fashion
- Radio
- Film Industry
- Animation
- Post Production
- Graphic Design

"Design is the thread that connects ideas and discovery to people and markets"

The business of DesignThe Design Council 2005




Design & Industry

-185,500 designers are generating 11.6 billion in annual turnover
-62% of designers are under 40
-31% (20,436) of design businesses are based in London
-69% isn't
-59% of design companies employ fewer than 5 people
-Over 50% of UK design businesses work in communications, digital and multimedia design.

Disciplines 

- Communication Design
- Product and Industrial design
- Interior and Exhibition Design
- Fashion and Textile Design
- Digital and Multimedia Design
- Service Design

Communication Design

- Graphic Design & Illustration
- Retail & Promotion
- Publishing & Editorial
- Product & Packaging
- Branding & Identity
- Information & Wayfinding
- Type & Typographic Design
- Print & Production
- Digital & Multimedia design

Digital & Multimedia Design

- Web design & development
- Interface Design
- Design for Mobile Technology
- Games Design
- Motion Graphics
- Digital Film & Animation
- Special effects
Working in the Creative Industries 

There are 3 main types of companies working in the creative industries are:-


-Design Studios/Consultancies

-In-house Design Teams. 

This is where big companies such as ASDA will have their own design team working for them which is then split into different areas such as Way Finding, Branding, Packaging, Advertising.. Etc..

-Freelance designers


Disciplines in the Creative Industries

- Communication Design
- Product and Industrial Design
- Interior and Exhibition Design
- Fashion and Textile Design
- Digital and Multimedia Design
- Service Design

Interesting Facts 

-50% of designers working in communication design also work in digital and multimedia design.
-These 2 areas are the most integrated disciplines within the creative industries
-They service all sectors of local, regional, national and international economic sectors.


Organisations to be aware of within the Creative Industry

- Creative England
- Creative & Cultural
- Creative Coalition Campaign

Who looks after us?

Legally and Financially looking after our industry are:-



- CBI - http://www.cbi.org.uk
- NESTA - innovation - http://www.nesta.org.uk
- THE DESIGN COUNCIL - http://www.designcouncil.org.uk
- CSD - http://www.csd.org.uk
- D&AD - http://www.dandad.org
- AOI - illustration - http://www.theaoi.com
- TIGA - gaming - http://www.tiga.org
- BIPP - photography - http://www.bipp.com
- RIBA - architecture - http://www.architecture.com
- BTMA - Textile - http://www.btma.org.uk
- IPA - advertising - http://www.ipa.co.uk
- RPS - photography - http://www.rps.org
- BIID - interior design - http://www.biid.org.uk
- RSBA - http://www.rbsa.org.uk

Other websites to use:

Creative England - http://www.creativeengland.co.uk
Creative Coalition Campaign - http://www.creativecoalitioncampaign.org.uk
Creative & Cultural Skills - http://ccskills.org.uk

NESTA - Science Technology and the arts. Think of how a doctor can use a iphone to take people pulses using a thumb print. this will have been designed by a creative.

you are never working alone in the industry. you always collaberate. whether that be with other designers or a client your working for or certain businesses.

Creative Coalition Campaign - Helping us to broker what our rights are when working in the creative industries. For example, working in a placement for 4 years and not getting paid for it isn't fair.

Task

5 Examples of design working in different sectors.

NHS - Smoke Free

This in an anti-smoking advertisement for the NHS. This has been gone through the hands of a graphic designer is collaboration with other advertising creative fields to give us this final result. 

This poster falls into The Public Sector because it is for the NHS. This is Free at point of contact so will have been funded by the government and therefore is paid in our taxes. It also falls into The Territory Sector because the NHS is providing us with a service. It could also possibly fall into  Quaternary Sector because it is non-profit and based on intellectual government warnings. It's the National Health Service. As for the services it relates to. It's obviously our NHS national service. It also relates to the Creative Industries because it falls into the category of Advertising. 

It's quite a striking piece of advertising and this is why I particularly like it. It is definitely something that will catch your eye when walking past and also hit's on the devastating effects of being 'hooked' whilst also managing to refer to a pun. It's really clever innovative design for advertising. 

Tallin Music Week 2012 Branding 

Here, we have branding and advertisement for Tallin Music Week 2012 in Estonia and has been created by Design Agency AKU.

The branding falls into The Private Sector because it is a festival that is privately run to make profit for a single business. It also falls into The Tertiary Sector because it is providing a service of entertainment to the public. Possibly The Quaternary Sector due to the fact that is promoting a music festival and this has it's own culture around it. It relates to the services of the Creative Industries because it's Branding, Advertising and even Way-finding. It also relates to public, personal and social services because it's promoting a social event. 

The striking colours and contrast in the work works well for Way-finding and Branding of the Festival and as the whole work works as a set, this is good for the purpose and sectors it will be working in. 

Wine Packaging

So this is design for the packaging of Wine for Mihály Figula’s ‘Hét hektár’ created by design agency KissMiklos. 

The packaging falls into The Private Sector because, again, the wine is being sold privately by a business that is making profit for themselves. It also will be in The Secondary Sector because this is a product that is being sold. Finally, The Tertiary Sector again because this is design for product and distribution. The Services it relates to are The Creative Industry because it is a piece of Graphic Design. It also applies to Food/Drink - Product &Packaging and Retail & Promotion. Possibly Hotels and Restaurants which is where it will be sold. Also, Social and Personal because this is the environment in which the product will be bought and consumed. Wholesale and Retail Trade when the product is bought and distributed  in large quantities.

The design is elegant and sophisticated which will relate to the pricing of the product as well the service where it will appear, sold in Hotels and Restaurants and also as Wholesale in Retail.

This is the innovative branding for a wine bar working with a limited budget. It was designed by David Tremblay. 

The branding falls into The Private Sector as it is for a Wine Bar which is privately run to make it's own profit. It also falls into The Tertiary Sector due to the fact that is dealing with branding in Retail and Promotion. Again, this falls into Hotels and Restaurants because it is for a Bar. It is also dealing with graphic design bringing the products into The Creative Industry. There is a hint of social and personal because this is a personal business in a social environment. It's basically Communication Design dealing in the area of Retail & Promotion and Branding & Identity. 

Amnesty International Hong Kong Annual Report 

This is the annual Report created for chartable company Amnesty International and was put together by design agency, TGIF. 

The report deals with sustainable issue that directly relating to managing the resources in Hong Kong. This means that the piece of design relates directly to The Primary Sector. As we are working for a non-profit charity, it also falls into The Quaternary Sector. I'd also say that this is within The Public Sector, because we are dealing with issues raised by a charity on behalf of the Government which would be Free at contact to help raise awareness of managing resources in Hong Kong. It is Communication Design which is under the bracket of Editorial and Publishing. 

The design works well for it's purpose. I think the combination of bold imagery with the bright yellow and black colours create a perfect contrast to help get the strong message across. The format of the publication makes it look like an actual file report and contains different sized case studies and publications within the folder to help back up the original idea.