The death of the universal consumer
Results and trends of the red dot award: product design 2005
After the race for the best technical innovations in the last years, companies
now increasingly focus on sophisticated designs meeting the demands of targetgroups
in order to keep their position in the competition. The consumer’s needs
are coming more and more into the spotlight, when it comes to finding the
ideal form for a product. This was shown by observations during the selection
process of the red dot award: product design 2005.
According to the jury the designers in the category “Living and Sleeping” have
done their homework. They have observed the consumers and have realised that
there is no “universal consumer”. Now they intentionally cater to the demands
of a variety of diverse target groups. This results in high-quality design
statements to some of which the eye has to get accustomed.
But there are also great developments in less typical design disciplines such as
life science design, i.e. medical products, appliances and aids. The jurors above
all praised the sensitive design with its focus on emotional aspects, which is
highly important for this product category, as well as the innovative solutions to
difficult technical challenges.
“Our decades of work as design promoters are now extensively coming to
fruition“, says Prof. Dr. Peter Zec, the initiator of the red dot design award.
“Hardly anything is possible without a high-quality design today. The design
standards have risen constantly – not only in the high price segment, but finally
also in the general market. This leads to increased competition and has the
effect that companies have to become even more innovative in the future and
have to achieve a long-term costumer loyalty through design.”
This development makes it increasingly difficult to receive one of the awards in
the international design competition. At the same time, the importance of such
an award becomes even greater for companies, because it enables them to
communicate their innovative achievements to business partners and consumers
via an objective quality label for good design. In the face of clearly increased
design quality, a total of 421 of the 1,857 submitted products received a “red
dot” for high design quality and a further 33 products received the “red dot:
best of the best” for pioneering design in their category.
Award ceremony and special exhibition
The festive award ceremony takes place on 4 July 2005 in the Essen Aalto
Theatre. The award-winning works will be exhibited in the special exhibition
“Design Innovations 2005 – red dot award: product design” from 5 July to 7
August 2005 in the Essen red dot design museum. The red dot design museum
houses the largest permanent exhibition of contemporary design world-wide.
Press and Public Relations Office
Design Zentrum Nordrhein Westfalen
Phone: +49 (0)201-30 10 4-33
Fax: +49 (0)201-30 10 4-44