Design in Business: How Companies Use Design Strategically
With the Design in Business study, the German Design Council presents for the first time a comprehensive analysis of the role of design in German companies. The focus lies on how design is strategically embedded and the contribution it makes to innovation, transformation, and competitiveness. To this end, 170 German companies were surveyed and nine best-practice cases analysed. The findings indicate that strategically deployed design enhances product quality, customer satisfaction, revenue, innovative capacity, and overall corporate value. The study was conducted in collaboration with the Institute for Design Research at Darmstadt University of Applied Sciences.
Design as a Driver of Business Success
“Design is no longer merely a tool of form-giving, but a key driver of economic success,” emphasises Lutz Dietzold, CEO of the German Design Council. “Our study shows that companies that apply design systematically are more innovative and successful in the long term.” The study was scientifically led by Philipp Thesen, Professor of Human-System Interaction at Darmstadt University of Applied Sciences. He underlines: “The findings make it clear that design extends far beyond products – it shapes organisations, business models, and entire markets.”
Key Findings at a Glance:
- 79% of the companies surveyed confirm that design increases revenue, enhances user experience, and strengthens innovative capacity.
- 76% see design as a decisive factor for their market position.
- 71% state that designers are deliberately employed to drive innovation.
- Only 45% of companies have a clear design strategy – showing significant untapped potential.
- 25% report that although design functions are integrated into leadership roles, their strategic contribution often remains invisible.
Study Provides Actionable Recommendations
The publication “Design in Business” also offers practical recommendations for companies of all sizes and sectors. It is aimed at decision-makers who view design as a strategic success factor and seek to future-proof their businesses.
The full study is now available for download here:
