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World video travel guide
Finland to become a leader in measuring the effects of design
The Design ROI project of the Finnish Design Business Association FDBA and Aalto University creates a common language between design and business
Design ROI will be a tool for companies and design agencies for measuring and predicting financial outcomes of design. The project was initiated by the design agencies\' need to be able to evaluate their work and is especially valuable for the SME sector of business life. The Design ROI project has been carried out with the support of the World Design Capital Helsinki 2012 year and as part of its program. One of the core objectives of the design capital year is to increase the understanding of design\'s role as a promoter of business life and economics. Measurement of design is a major cornerstone of success in business economics and long awaited by both business life, design agencies and the public sector.
Design impacts have been measured earlier. In Great Britain an average design investment has been calculated to multiply the turnover by 2.25 when compared with the invested resources. In Denmark companies investing in design have gained a growth 22 % greater than companies that have not invested in design and the difference will rise up to 40 % when talking about continuous investing. Design ROI is a trailblazer in compacting the collected data into a tool. Professor Jaakko Aspara from Aalto University comments:
\"From an exploratory point of view Design ROI is a very ambitious project. We have such knowledge of design and business management in Finland that there is a good reason to presume that we will succeed in this challenge. Design ROI is a concrete solution to an extremely large problem that has delayed the impact of the otherwise well-developed design sector on society.\"
In business economics, the greatest impacts of design know-how may still lie ahead as, despite its reputation, the Finnish business life utilises design often only on a tactic level where design is typically understood as designing the characteristics and appearance of a product. This implies that design projects are not seen as being part of strategic decision-making of an enterprise. Several companies also still perceive that design has nothing to contribute to their business activities and that, due to the lack of indicators, justifying investments in design is difficult. Project Manager Antti Pitkänen, Design ROI, clarifies:
\"Our tool aids at not only measuring the outcome of design but also at understanding design more broadly. There is a huge growth potential in Finland in companies where design is either a totally unfamiliar activity or it is utilised occasionally. A great part of Finnish exports relies on design and this export asset could be exploited even more.\"
The Design ROI project by the Finnish Design Business Association FDBA and Aalto University has a central role in the program of the World Design Capital Helsinki 2012 year. The newly launched tool confirms the new role of design in business life. The theme will continue in November when the National Design Policy of Finland is to be published. The Design ROI project and development of the tool will continue with partners after the design capital year – with an even more successful Finland as its goal.
