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How can design contribute to value creation and effectively support innovation? This question is the focus of the new study “Design in Business” by the German Design Council. Based on data from 170 companies and nine in-depth case studies, the study shows that design is more than just aesthetics – it is a key driver of business success.

Design as a Bridge Between Technology and People

The findings show that design goes far beyond visual styling: it secures market share, promotes innovation and helps to position products and services more effectively. According to Philipp Thesen, author of the study, design acts as an interface:

“Design methods and the creative approach to thinking, working and interacting with customers form an important bridge between technology and users – and have a lasting impact on corporate culture.”

**Participants by Role:**
The majority of the 170 respondents come from executive management (45%) and marketing and sales (36%). Research & development is represented by 13%.

Compelling Figures

The study reveals some striking figures: 79% of the companies surveyed confirm that good design increases differentiation and usability. However, the potential of design methods is still often underestimated, especially in strategic processes.

Practical Recommendations for Businesses

To help companies realise the full potential of design, the study offers concrete recommendations:

Strengthen design leadership: Involve designers early in management processes to support strategic goals.
Encourage user-centred approaches: Integrate methods such as usability testing and design thinking more deeply into development processes.
Build interdisciplinary teams: Establish design as a link between product development, marketing and strategy.

Thinking About Design Strategically

The “Design in Business” study demonstrates impressively how companies can boost their competitiveness through the targeted use of design. Now it’s time to make design a permanent part of corporate strategy. Using design strategically means actively shaping the future – with processes that enable change, accelerate innovation, and make businesses more resilient.

Download the study now to learn more!