Business of design: Teaching students to balance creativity and commerce

Educational institutions, industry partnerships, and technological advancements all play a crucial role in equipping the next generation of designers with the skills they need to thrive in this competitive landscape.

India is witnessing a significant surge in interest among students for careers that blend creativity and commerce, particularly in the realm of design. The evolving landscape of the design industry, the recognition of design thinking as a creative problem-solving tool, coupled with the rising demand for innovative and business-savvy professionals, has positioned the business of design as a promising career path. For design students, mastering this balance between creativity and commerce is essential for thriving in the global marketplace.

The design industry in India is experiencing rapid growth, with an annual increase of 23-25%. This upward trajectory is driven by the booming economy, and increased consumer awareness. Despite the industry's vast potential, India faces a significant shortage of designers, with a demand for over 62,000 professionals across various sectors, including textile, communication, industrial and space design. Currently, only 7,000 qualified designers are available to meet this demand. This disparity highlights the immense opportunities and growth potential in India's design industry.

Sagar Gupta, Director (Growth) at The Design Village (TDV), will let us know more about this.

Expanding Role of Design in Business

Design has transcended its traditional boundaries, playing a critical role in shaping business strategies and driving economic growth. Design is increasingly recognised as a key driver of business success. Companies like Apple, Tesla, and IKEA have shown how strategic design can create powerful brand identities and customer loyalty. According to the Design Management Institute, design-driven companies have outperformed the S&P 500 by 228% over a period of 10 years.

Globally, the design industry is experiencing robust growth. Designers, who have a business acumen, and have a knowledge of industries like Textiles, Graphics, UI/UX, Physical and Digital Products, and Interiors, are poised to become essential assets in employable sectors like Fashion, Hospitality, Media, IT, Automobile, Retail, Real Estate, and even Government, driving innovation and progress.

Intersection of Creativity and Commerce

While creative output remains at the heart of design, the creative thinking aspect cannot be overlooked. A designer today must not only be a creative maker, but also a thinker who can apply their creative mindset to strategically solve complex problems. This dual role requires a deep understanding of market trends, consumer behaviour, and financial management, along with hardcore design skills.

For instance, a product designer must consider not only the aesthetics and functionality of a product but also its marketability, production costs, and potential ROI. Similarly, a graphic designer working on branding needs to align their creative vision with the company's marketing strategy, ensuring that the design resonates with the target audience and drives sales.

Educating the Next Generation of Designers

Given the evolving demands of the design industry, educational institutions are increasingly focusing on integrating business acumen into design curriculums. Design Schools have introduced courses that blend design with business strategy, entrepreneurship, and marketing. In India, institutions like the National Institute of Design (NID), BITS Design School (BITSDES), and The Design Village (TDV) are pioneering similar initiatives. These schools offer programmes that emphasise the importance of understanding the market, managing projects, and working within the constraints of business objectives.

Furthermore, there is a growing trend of transdisciplinary design education, where design students are encouraged to collaborate with peers from business, engineering, and technology backgrounds. This approach not only broadens their skill set but also prepares them to work in multidisciplinary teams, a necessity in today’s complex business environments.

Bridging the Gap with Industry Partnerships

One of the most effective ways to teach students the balance between creativity and commerce is through partnerships with industry. Some design schools have established collaborations with leading companies, providing students with real-world experience through internships, live projects, and mentorship programs.

These partnerships offer students a unique opportunity to apply their creative skills in a business context, working on projects that require them to consider market dynamics, brand positioning, and customer expectations. For example, collaborations between design schools and market giants like Godrej, Jaguar and Muji have allowed students to work on projects that involve designing user-friendly experiences, optimising products, and enhancing brand identity.

Role of Technology in Business of Design

Technology is another critical factor that is reshaping the business of design. The rise of digital tools like Adobe Creative Cloud, Figma etc. has transformed the way designers work, enabling them to create more sophisticated designs and collaborate with teams across the globe. Additionally, the use of data analytics helps designers make more informed decisions, aligning their creative outputs with consumer preferences and market trends.

Additionally, many design studios have already started leveraging AI and machine learning to create innovative solutions. The country's tech-savvy population and the increasing penetration of smartphones and the internet have also opened up new avenues for digital design, particularly in areas like app development, UX/UI design, and digital marketing.

Conclusion

For students, mastering this balance is essential for success. Educational institutions, industry partnerships, and technological advancements all play a crucial role in equipping the next generation of designers with the skills they need to thrive in this competitive landscape. As design continues to evolve, those who can navigate the intersection of creativity and commerce will be well-positioned to lead the industry into the future.