Food products have always been designed, but usually not consciously. Even when design has been part of the process, it has often been restricted to considerations of packaging, logos, fonts and colors. But now design is impacting more dramatically on the complex web that makes up our food supply, and beginning to make it better. Ways of thinking about design have broad applications and are becoming central to how companies compete. To succeed, food designers need to understand consumers and envision what they want, and to use technology and systems to show they can deliver what has been envisioned. They also need to understand organizations in order to make innovation happen in a corporation. The authors of this book argue that design has been grossly underestimated in the food industry. The role of design in relation to technology of every kind (materials, mechanics, ingredients, conversion, transformation, etc.) is described, discussed, challenged and put into proper perspective. The authors deftly analyze and synthesize complex concepts, inspiring new ideas and practices through real-world examples. The second part of the book emphasizes the role of innovation and how the elements described and discussed in the first parts (design, technology, business) must join forces in order to drive valuable innovation in complex organizations such as large (and not so large) food companies. Ultimately, this groundbreaking book champions the implementation of a design role in defining and executing business strategies and business processes. Not only are designers tremendously important to the present and future successes of food corporations, but they should play an active and decisive role at the executive board level of any food company that strives for greater success.
Autorentext
Helmut Traitler has a PhD in Organic Chemistry from the
University of Vienna, Austria. In 2010, after decades' of
experience with Nestlé in various roles around the world,
Helmut co-founded Life2Years, Inc, a start-up company
producing healthy beverages for the over-fifties.
Birgit Coleman holds a Master of Arts in Business, MA
from the University of Applied Sciences, Vienna. She is a
strategic thinker and Connections Explorer in her current role at
Swissnex San Francisco.
Karen Hofmann Karen holds a Bachelor of Science in
Product Design from Art Center College of Design and a Bachelor of
Arts in Psychology from California State University, Northridge.
Karen is Chair of the Product Design Department at the Art Center
College of Design in Pasadena, California.
Inhalt
Author Biographies xiii
Forewords xv
Acknowledgements xvii
Part 1 THE ROLE OF DESIGN AND TECHNOLOGY IN THE FOOD INDUSTRY
1 Design and technology 3
All is flowing: ' 3
How design influences our lives: form and function 8
The HGTV effect 10
Design in the food industry 12
Reasonable price 15
Adapted for small families, households with smaller numbers of people 15
Safety 16
Easy to open 17
Easy to see 18
Easy understanding of label claims 19
Easy handling 19
The role of product design in the food industry 20
Conclusions 21
Topics for further discussion 22
References 22
2 Design: from object to process 23
The expanding role of design 23
Why now? Drivers of change = the industry shifts + design expands 24
New platforms / new options 25
Speed to market / direct to market / new retail models 26
Open innovation / systems innovation 27
Creative economy / sharing economy 28
Maker culture / hacker culture / DIY / new craft 28
3D Printing 29
Being design driven: icons at the intersection of business and design 30
The value of the designer: a new mindset 32
The era of the design entrepreneur 33
Design impact: making / meaning / transforming 35
Design as a process of exploration (making) 35
Design as a process of creating relevance (meaning) 36
Design as a catalyst for change (transforming) 37
The future of meaningful product experiences: design delivers 38
Creating meaningful food experiences 38
Conclusions 40
Topics for further discussion 41
References 42
3 How food companies use technology and design 43
Form and function in action 43
Importance of design in the consumer goods industry 46
The role of technology and design in packaging innovation and renovation 48
Food safety, quality & environment 48
Supply chain 53
Suppliers 54
Costs 54
Consumers 55
Customers 60
Manufacturing 62
Conclusions 63
Topics for further discussions 63
References 64
4 Design and technology in academia: a new approach 65
From the beginning to today 65
The sponsored project: redefining products, experiences, brands and systems 67
Design as process for exploration 68
Design as a process for creating relevance 70
Design as a process of transformation 74
The expanding role of design/business being design driven + design being business driven 76
From multi-discipline to über-multi-discipline and the future of design + 77
Preparing the next generation of innovators/the experience portfolio 80
New ventures in design education/from non-profit to for-profit 81
The future of design and technology in academia: new models/new schools/new programs 82
Conclusions 85
Topics for further discussion 86
References 87
5 Design and the business world 89
Design: the helper for business and technical 89
Design: the connector of business elements 91
The n-dimensional design space in the business environment 92
Typical and desirable business interactions inside today's consumer goods industry 96
Design: the enabler for logistics and supply chain 98
Design as a counterfeit fighter 101
The way forward: down-to-earth design 104
The future: design is management 107
Conclusions 110
Topics for further discussion 111
References 111
6 The corporate reality in a changing world 113
The decision makers in our...