Designing through a recession

I’ve recently taken up skiing again after many years and one of the first things you’re taught is ‘bend your knees’. The reason for this is not just to move your centre of gravity down but by having your knees bent you can react quickly to changes in the terrain.

I firmly believe that design is about problem solving and ‘recession’ is one of the biggest problems any company faces. Of course design is not a magic cure, but having been a designer through the last recession it was interesting to see that the companies that continued to invest in their products where in a far better position to defend their market share.

The first reaction in such times is to cut back on spending and reduce costs wherever possible. Many businesses will find however that they learnt this lesson last time around and much effort has already gone into cost reduction programmes, so this will not be the solution this time.

There are TAX incentives and grants available for Research and Development, so it’s possible to save money without the need to cut back investment in the one vital area of your business that helps set you apart from your competition – your products. To qualify for many of these incentives companies need to meet strict criteria and apply at the right time in the R&D process – this means they must be agile and flexible in their approach.

As business leaders read the economic forecasts and see a slippery slope ahead of them, it will be those who are ready and willing to react quickly that will come out on top. To them I say ‘keep your knees bent’.


Alastair Kingsland
Design Director – Minima Design, Framlingham
Tel: 01728 727000
www.minima.co.uk