Unit 11 - 1.1, 1.2, 2.1, 2.2, 3.1 - How the design industry works

      - Describe the concept of a 'design industry'

      - Explain what the design industry does and how it relates to other industries

      - Outline the entry opportunities for employment in the design industry

      - Outline key design areas and how they interrelate

-    - Describe briefly how the following factors may have an impact on the design industry;

                     - Globalisation

                    - New Technology

                    - Convergence

                     - Working across areas in design companies

The design industry evolves around a large range of designers throughout the country working in consultancies, in-house companies and as freelancers. The design industry is largely known and rated in London.

A lot of designers in the industry gain some experience working in a consultancy before becoming a freelancer or in partnership with other colleagues. The design industry covers around 2,200 design companies which includes in-house design teams, freelancers and consultancies. In the industry these work across communications, interior and exhibitions, digital and multimedia, fashion and design disciplines, product and industrial. There are many designers which is a competitive and challenging industry but also has a large impact on our lives. Everything around us is a design or someone's' individual thoughts made visual.

The design industry does many things which benefits many other industries. For example, other industries need concepts, designs and marketing materials to make their businesses successful. The design industry would relate to retail as they need fashion designers for their clothing etc, marketing designers to market their selves and their products, interior designers for decoration, layout etc for their shops, digital and multimedia designers for their website or television advertisements, and also maybe a photographer/ photo manipulation artist for their product photography.

In terms of homes and living, we wouldn't have houses if it wasn't for the architectural side. Architects need designers to design the homes and also to maybe market their homes to sell them. For example on a client that I currently work with; Keepmoat Homes, a housing development company, need architects to and designers to create their styled homes and then Keepmoat pass on the architectural information to us for us to design the marketing material such as brochures and sales leaflets to enhance to the chances of selling them to home buyers and families.

The Hair and beauty industry also need the design industry to become successful as they need product designers for their equipment, fashion designers for their uniforms, digital and multimedia designers for their logo and marketing materials etc and interior designers for the decoration of their salons.

It's not just different industries that rely on each other but also different sectors in the same industry also rely upon each other. For example digital and multimedia designers need product designers for their computer technology to become successful.  Fashion and interior designers may need digital and multimedia designers to market their selves and their work to grow and be a successful business. Exhibitions rely on interior designers to make show rooms attractive and appropriate, they also may need digital designers to create their marketing banners and signs etc.

The design industry is very large around the south east of England. It involves many designers which keeps increasing in various areas. To become involved and apart of the design industry there are specific entry requirements which you must have for employment in this industry.

Graphic Designer entry requirements

 The skills and personal qualities are essential which they must evidence on entry for employment in the design industry. They also must have a strong portfolio either paper based or digital/web. Work experience and qualifications such as a degree or diploma is also helpful towards employment. Some of the skills and personal qualities required are;

·        Creative Flair

·        Originality

·        Strong visual sense

·        Strong computer skills

·        Confidence to present and explain ideas to clients and colleagues

·        The ability to grasp client need and consider practical solutions

·        The ability to pay attention to detail

·        The ability to balance work on several projects at a time

·        Good team work skills

·        Flexibility

·        An awareness of the competitive business environment

·        A matter of fact when ideas or designs are rejected

These are the specific entry requirements that an individual must have to become a graphic designer in the design industry. However interests are also required such as; Graphics, typography and new developments in design software.

Fashion Designer entry requirements

The skills and personal qualities are essential which they must evidence on entry for employment in the design industry. They also must have a strong portfolio either paper based or digital/web. Work experience and qualifications such as a degree or diploma is also helpful towards employment. Work experience in a design studio or fashion retail will also be helpful on entry. Some of the skills and personal qualities required are;

·        Creativity, innovation and flair

·        An eye for colour and feel for fabrics / materials

·        Design and visualising skills, either by hand or computer aided design. CAD

·        The ability to generate ideas and concepts

·        Garment technology skills / knowledge

·        Technical skills including pattern cutting

·        A positive approach, attitude and enthusiasm

·        Commercial awareness and business orientation

·        Interpersonal, communication and networking skills

·        Self promotion and confidence

·        Negotiation, team working and influencing skills

·        Organisational and time management skills

Industrial / Product Designer entry requirements

The skills and personal qualities are essential which they must evidence on entry for employment in the design industry. They also must have a strong portfolio either paper based or digital/web. Work experience and qualifications such as a degree or HND in spatial design, 3d design, product design or industrial design is also helpful towards employment. Some of the skills and personal qualities required are;

·        Visual, commercial and spatial awareness

·        Computer literacy, 3d conceptual ability and CAD

·        High degree of technical knowledge balanced with creative ability and a hands on approach

·        Knowledge of industrial processes, techniques and standards

·        Communication and customer facing skills

·        The ability to cope with the pressure of project deadlines

·        A willingness to build and maintain positive working relationships and to share information with others

·        Determination to achieve an end result, an optimism and enthusiasm when things don't go according to plan

Furniture Designer entry requirements

The skills and personal qualities are essential which they must evidence on entry for employment in the design industry. They also must have a strong portfolio either paper based or digital/web. Work experience and qualifications such as a degree, BTEC or HND in furniture design, furniture studies, product design, furniture design and making, Art and design, 3d and spatial design, ceramics and glass, or furniture technology is also helpful towards employment. Some of the skills and personal qualities required are;

·        Creative and practical ability

·        Drawing skills and strong visual awareness

·        Manual dexterity and good hand-eye co-ordination

·        Knowledge of industrial processes and techniques, safety issues and specialist fields or materials

·        An understanding of computer aided design (CAD)

·        Communication skills

·        Commercial focus

·        Flexibility and adaptability

·        Self motivation, self discipline and persistence

·        the ability to work to deadlines

·        Team working ability as furniture designers may be required to work closely with other professionals such as architects and interior designers

·        Business and marketing skills if ever wanted to go self employed

·        A desire to keep up to date with market trends and new ideas

Another entry that is available into the design industry is to start out as an apprentice, intern, assistant, work experience or voluntary work. Apprenticeships are work based learning schemes which are available at all levels to suit knowledge. An apprenticeship is government based scheme which pays £2.60 per hour to an apprentice. This helps to cover the learners equipment and travel costs etc to attend work and college. The apprentice has day releases to attend college within the week.

Apprentices responsibilities may begin very little, however throughout the apprenticeship, the learner will progress onto further responsibility as their knowledge within the workplace will expand. For example, an apprentice may start off by doing simple tasks such as tea making and general office duties, then developing onto more responsibilities such as client liaison and more control over project involvement.

Apprenticeships are a great way of entering the design industry. This is because you can achieve qualifications as well as gaining the skills, knowledge and experience of working in the industry. The managing director may also give you the opportunity to apply for a full time job in the work place.

As far as work experience and voluntary work is concerned, it is a great way to gain experience in the design industry and will look good on your curriculum vitae, however this is unpaid work and doesn't support a definite opportunity to work in the industry full time unless the managing director would like to employ you.

After looking at the entry requirements for various job roles, I have noticed that they all have very similar requirements with slight comparisons and differences. All are essential and must be evidenced effectively on entry for employment in the design industry.

3.1 -

Globalisation has a big impact on the design industry, both positive and negative affects on organisations within it. Design businesses can now do much more with the use of the latest technology. Not only can they use up to date design software packages and new technology to produce the best quality work, but they can also communicate with people all over the world. This is where convergence has an impact, as businesses can connect to these people using social networking such as Twitter, Facebook, Linked-in and Skype etc. This allows design teams to have conference calls for example, from country to country. This results in a globalisation affect of gaining a wider field of clients which will make companies much bigger with more projects and clients around the world which will result in a better finance income and popularity rate. This has a positive impact on the design industry as this makes them more successful.

Design teams can also use emails to contact clients all over the UK and in different countries. Airmail is no longer used as much as it was in the past, as now we can send clients big files as PDF files which makes them much smaller or we can use a software called FTP which is a web based zip file that clients can download.   In terms of convergence, designers can design for new platforms easily such as websites, phones, iPads and applications etc.

Globalisation can also have a negative impact on the design industry as competitors in other countries can offer lower prices as their pay rates are different to the UK, which makes it cheaper for clients in the UK to use other businesses in different countries because they are getting their required service at a cheaper rate. This can have a negative effect on the amount of clients we get in the UK because their using foreign businesses. The lower they charge in cost, the more clients they get than companies in the UK. However positively, the design industry can use services abroad because then it is cheaper for their expenses.  

The new technology can also have a negative impact on the design industry as they need to keep up to date and buy the latest design software packages to keep up to level with quality of work. However the effect is that all companies may not be able to afford the latest technology and software which makes them a lower level than companies with the latest software and technology. This results in the loss of clients, projects and money income. People that don't necessarily specialise in the design industry but still have the new technology and software, allows them to do work and designs their self, with the ability to watch training tutorials online. This results in clients not needing the design industry for their requirements as they are able to do it their selves.

Working across areas in design companies can have an impact on the design industry as these areas need to be understood for different aspects of a design to be more successful and achievable. This is because designers need to understand the different design areas to have the ability to work with and have the knowledge of others and know how the processes are done. 

Working across disciplines in the design industry can have an impact on the way you work. The general disciplinary is to attend work every day as contracted, turning up on time, wearing the required clothing, knowing the requirements of your job role, continuing to do the job without slacking and sticking to the basic disciplinary working rules. This has a positive impact on the way you work as you will enjoy it and will be organised with good time management as well as being professional with the appropriate positive attitude towards work.

However, if you do not work across disciplines in the design industry then your job role could affect yourself and the design team negatively.