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Design in figures
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Study background
Study commissioned by Design Flanders
Scope of the study : design in Flanders, the figures?
Figures on Flemish design businesses
Figures on design related educations and professions
Figures on design and leisure time
Figures on design and Flemish popular media
Conducted from December 2005 to February 2006 by the research agency
Compagnie. Different research methods were combined:
Quantitative survey by phone
Desk research
Qualtitative in-depth interviews
Content analyses
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Design in Flanders: the figures?
The figures show, after extrapolation, that Flanders disposes of 12.OOO design businesses
(businesses that are part of the core-design industries and see design as their main activity).
One could consider an additional 67.000 Flemish businesses active in design, but not in the
design industries as such.
The turnover of these 12.000 design-businesses ads up to almost 16 billion euros. And if
taking into account the larger scope, a turnover of about 175 billion euros can be related
to design in Flanders.
In Flanders almost 11.000 jobs are purely design-jobs, 200.000 jobs are design related.
7.000 students attended the last year of a education in which design has a (limited)
place, and about 500 students attended the last year of a education that prepares for a
design profession directly. In Flanders, approximately 550000 persons have a design related leisure activity
In Flanders 800000 persons attended a design related event, activity or fair during the
past 12 months.
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Structure of this report
Design businesses
Design professions
Design as leisure activity
Design and popular media
questions
approach
answers
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Structure of this report
Design businesses
Design professions
Design as leisure activity
Design and popular media
questions
approach
answers
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Design businesses: questions
How many businesses in Flanders are active in design?
How large are these companies: revenues, profit, employment?
How do these design businesses fall into the different types of design?
How many orders did these businesses receive during the past 12 months?
Is there an evolution in comparison to 5 years ago?
What are the distribution channels of these businesses?
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Defining the scope of this study: operationalisation of design, designer,
design business (based on previous reseaurch and literature)
Defining the subject of this study: who (what businesses) will be considered,
starting off with all Flemish businesses.
Getting the answers: datacollection and analysis, through telephone and
written questioning of the sample.
3
2
1
Design businesses: approach
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OPERATIONALISATIONOF DESIGN, DESIGNER, DESIGN BUSINESS
DESIGN =
Development of new PRODUCTS or improvement of existing products
Development of new PACKAGES or improvement of existing packages. It
concerns different ways of wrapping, as well as packing materials or the
look of wrappings
Design of a companys VISUALPRESENTATION: logos, letter heads,
websites, dress code...
Design of PROMOTION and advertisement, mailings, leaflets, etc.
INTERIOR design (of shops, offices, houses...) Distribution and SALE of design products
1
Design businesses: approach
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DESIGNER =
Each person (self-employed or as employee) whose job is the development,
rethinking, designing. It is not important whether or not this person has
followed a relevant training/education for these tasks.
DESIGN BUSINESS =
Each business of which one of the 6 design domains is the main activity.
1
Design businesses: approach
OPERATIONALISATIONOF DESIGN, DESIGNER, DESIGN BUSINESS
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2 DEFINING THE UNIVERSE
TOTAL UNIVERSE: all Flemish businesses, with the exception of farming, hunting,
fishing, forestry, extraction of natural resources and education, health care,
households, extraterritorial organisations
industry (exclusive of fashion industry) 33 825
production and distribution of electricity, gas and water 188
building industry 58 144
wholesale and retail, reparation of consumer products 133 881
hotels, restaurants and catering 39 626
transport, storage and communication 19 440
financial institutions 2 899
real estate, leasing and company services 111 099
other municipal facilities, socio-cultural and personal services 44 600
TOTAAL 443 702
Design businesses: approach
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2
All Flemish
businesses (TOTAL
UNIVERSE): all remaining
businesses
(BROAD UNIVERSE):
all businesses belonging
to the typical design industries
(CORE UNIVERSEUM):
443.702
23.931 419.771
Defining 2 potentional groups of business within this total universe: design businesses in
the narrow sense and design businesses in a broader sense.
CORE UNIVERSE = those businesses in Flanders that belong to the typical design industries
BROAD UNIVERSE = those businesses in Flanders that dont belong to typical design
industries
Design businesses: approach
DEFINING THE UNIVERSE
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2
CORE UNIVERSE
All Flemish businesses belonging to the typical design industries.
technical and engineering activities (NACE-74.203) 4 288
design of textile patterns, juwelry, furniture, decoration (NACE-74.877) 500
interior architects (NACE
-74.874) 1 723window dressing activities (NACE-74.403) 559
printing businesses (NACE-22.220) 1 698
activities related to the printing business (NACE-22.250) 1 210
photo studios and photographers (NACE-74.811) 2 200
advertising agencies (NACE-74.401) 5 544
self-employed artists (NACE-92.311) 3 634
services concering art (NACE-92.313) 2 575
TOTAL 23 931
Design businesses: approach
DEFINING THE UNIVERSE
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Total sample of Flemish
businesses (TOTAL):
sample from the
remaining businesses
(BROAD):
sample from the
design-businesses
(CORE):
n=1.101
weighted representatively
n=498 n=603
Design businesses: approach
2 DEFINING THESAMPLES
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3 DATACOLLECTION
Samples were subjected to the following questionnaires:
DESIGN CHECK (total sample)
economic activity?
turnover?
number of fulltime jobs?
number of fulltime design related jobs?
(per design domain) in-house designers?
(per design domain) main activity?
(per design domain) cooperation with external party?
DESIGN FILES (core sample) number of design orders?
number of vacancies for designers?
distribution channels?
percentage purchase from suppliers?
profit margin?
Design businesses: approach
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designBROAD:design CORE:
(out of a total 23.931) (out of a total 419.771)
16%has design as
main economic activity
67.000 businesses
49%has design as
main economic activity
12.000 businesses
The figures show, after extrapolation, that Flanders disposes of 12.OOO core design businesses
(businesses that are part of the core-design industries and see design as their main activity). One
could consider an additional 67.000 Flemish businesses active in design, but not in the design industriesas such.
Flemish businesses
Design businesses: answers
IMPORTANCEOF DESIGNIN FLEMISH BUSINESSES
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33%
24%
57%
58%
32%
90%
23%
21%
44%
Design businesses: answers
product
design
graphic
design
interiordesign
SPECIFIC DESIGNACTIVITY WITHINTHE CORE DESIGNINDUSTRY
Design is main activity
Design is side activity
BASE: core design businesses
A cluster analysis on the 5 design domains resulted in 3 clusters (graphic, interior and product design).
The graphic design cluster contains design of packages, visual presentation and promotion.
+ 9% distribution and sale
of design products asmain activity
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The core design businesses have a avarage of 3,15 jobs per business. Almost one third
of these jobs are design related. This results, after extrapolation in almost11.000 core
design jobs.
In a broader sense: the average Flemish business stands for 5,8 fulltime jobs, of these
jobs 9% are design related. Extrapolation results in a total of approximately 220 000
broadly design related jobs in Flanders.
designjobs other jobs
BASIS: representative sample of Flemish businesse
91%
9%
29%
71%
BASIS: core design businesses
Design businesses: answers
JOBSAND DESIGNJOBS
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Design businesses: answers
VACANCIES WITHINTHE CORE DESIGNINDUSTRY
Less than one out of five design businesses pur sang had a design related vacancyduring the past 12 months. In the majority of the cases these vacancies could be filled.
80%
16%
2%2%
No vacancies
One vacancy
Several vacancies
No answer
18% at least one vacancy
0,93 of these have been filled
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43,3%
lessthan
100.000EURO
16,9%
100.000 -250.000EURO
6,4%
250.000 -500.000EURO
1,1%
500.000 -750.000EURO
3,0%
750.000 -1 millionEURO
3,2%
1-5million
EURO
25,2%
morethan
5million
EURO
1%
Design businesses: answers
Turnover when extrapolated:almost16 billion EUROS
BASE: core design businesses
no
answer
TURNOVER WITHINTHE CORE DESIGNINDUSTRY
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TURNOVERIN GENERAL
159 milliard
67.000 businesses
16 milliard
12.000 businesses
Design businesses: answers
designBROAD:design CORE:
Flemish businesses
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Design businesses: answers
ORDERS WITHINTHE CORE DESIGNINDUSTRY
an average of 53 projects commissioned by clients
an average of 12 projects as subcontractor
an average of 5 projects for internal purposes
39%44%
12%6%
21%
50%
21%
8%
32%
54%
5%9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Noticed increase Status quo Noticed decrease No answer
Orders commissioned by clients
As subcontractor
Projects for internal purposes
BASE: core design businesses
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8%
11%
18%
65%
Design businesses: answers
DISTRIBUTION CHANNELS WITHINTHE CORE DESIGNINDUSTRY
art galleries
wholesale and retailers
fairs, internet, other channels
company only
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Structure of this report
Design businesses
Design professions
Design as leisure activity
Design and popular media
questions
approach
answers
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Design profession: questions
How many persons with a design related job are there in Flanders?
What is the degree/education of these persons?
Do they attend design related extra training courses?
How many students graduated in design related disciplines (school year
2004-2005)?
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Design profession: approach
by means of education statistics of the Flemish government (StatisticalYearbook of Flemish Education Schoolyear 2004-2005, January 2006).
distinction between design minded courses that do not necessarily result in
a profession as designer, and pure design disciplines.
by means of a consumer survey (by phone), included in a multiclient
omnibus ( n= 1.708 active Flemish population)
short questionnaire (self reporting) on respondents profession, specific
training, extra design-related training courses.
OVERVIEW NUMBEROF STUDENTS
IMPORTANCEOF THE DESIGNSECTORONEMPLOYMENT
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Design profession: answers
STUDENTSINSECONDARY EDUCATION
number of senior year students in design minded education:
secondary education, Arts (KSO): 1 052
secondary education, Technical (TSO): 326
REMARK: secondary education, general: not one curriculum can be
considered as design minded
secondary education, Professional (BSO): 865
the total number of senior year students in secondary education is 59 269.
2.243 (3,78%) of these are in a design minded discipline. The majority is
situated in secondary education in arts.
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STUDENTSENROLLED INHIGHEREDUCATIONALPROGRAMSNOTPROVIDED BY UNIVERSITIES (1)
In 2004 2005, 20 067 students were enrolled in programs in which design of products
and services forms part of the educational curriculum.
They represent 18,40% of the total number of students enrolled in the programs of
higher education.
78,29% of the students in higher educational programs with focus on design, aremales. We must, however, stress that a large part of these students are enrolled in
engineering and information technology programs. But, also the program industrial
design counts 2/3 of male students.
2.877 students are enrolled in educational programs with a strong focus on design
activities (they form 3% of the total population of students enrolled in higher education
outside universities).
17.190 students are enrolled in educational programs that may lead to a profession in
which design plays a major role (they form 17% of the total population of students
enrolled in higher education outside universities)
Design profession: answers
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STUDENTSENROLLED INHIGHEREDUCATIONALPROGRAMSNOTPROVIDED BY UNIVERSITIES (2)
Designer programs
Programs that may lead to a profession as
designer
Interior design 1.227 Plastic arts 77
Interior architecture 314 Multi-Media arts 788
Plastic design 83 Visual arts 2.676
Product design 64 Audio-Visual technologies 781
Graphic and digital media 312 Electro-mechanics 3.511
Industrial graphics 276 Electronics (ICT) 1.539
Engineering and design technologies 126 Electrical engineering 162
Textile: design, applications technologies 19Multi-media & communicationtechnologies 988
Industrial design 99 Industrial sciences 3.124
Product development 357 Informatics / Computer sciences 157
Applied informatics/computer sciences 3.387
Total 2.877 Total 17.190
Design profession: answers
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In 2004 2005, 3.959 students were enrolled in the senior year of programs in
which design of products and services forms part of the educational
curriculum.
They form 17% of all senior year students enrolled in higher education
outside universities.
509 senior year students are enrolled in pure designer programs (i.e., 2,5% of
all senior year students enrolled in higher education outside universities)
3.450 senior year students are enrolled in programs which may lead to
designer professions (i.e., 14% of all senior year students enrolled in higher
education outside universities).
STUDENTSENROLLED INTHESENIORYEAROF HIGHEREDUCATIONAL
PROGRAMSNOTPROV
IDED BY UNIV
ERSITIES (1)
Design profession: answers
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STUDENTSENROLLED INTHESENIORYEAROF HIGHEREDUCATIONAL
PROGRAMSNOTPROV
IDED BY UNIV
ERSITIES (2)
Designer programs
Programs that may lead to a profession as
designer
Interior design 316 Plastic arts 41
Interior architecture 33 Multi-media arts 142
Product design 17 Visual arts 454
Industrial graphics 19 Audio-visual technologies 147
Textile design, applications
technologies 11 Electro-mechanics 1.080
Industrial design 27 Electronics (ICT) 400
Product development 86
Multimedia and communication
technologies 210
Informatics / Computer sciences 39
Applied informatics/computer sciences 937
Total 509 Total 3.450
Design profession: answers
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STUDENTSENROLLED IN UNIVERSITYPROGRAMS
Programs that may lead to a profession as designer
In 2004-2005, 3.396 students were enrolled in a university program in which
design of products and services forms part of the educational curriculum.
They form 5,96% of all students enrolled in universities.
74,29% of these students are males. We must, however, stress that a large part of
these students are enrolled in engineering and information technology programs.
Total 3.396
Electro-technology 336
Engineering 869
Material Studies 52
Sciences of the arts andArcheology 817
Informatics 1.041
Applied informatics 55
Computer sciences 226
Design profession: answers
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SENIORYEARSTUDENTSENROLLED IN UNIVERSITYPROGRAMS
In 2004-2005, 625 senior year students were enrolled in a university program
in which design of products and services forms part of the educational
curriculum.
They form 6,13% of all senior year university students.
Sciences of the arts andarcheology 173
Informatics 217
Applied informatics 36
Programs that may lead to a profession as designer
Totaal 625
Computer sciences 78
Electrical engineering 101
Material studies 20
Design profession: answers
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SPECIALIZED COURSESAFTERHIGHEREDUCATION(1)
Programs with a strong focus on designer skills:
Integrale productontwikkeling (product development): 7 students enrolled
in 2004-2005 (KatholiekeUniversiteitLeuven i.s.m Hogeschool West-Vlaanderen)
Beeldende Vorming: 6 students enrolled in 2004-2005
(KatholiekeHogeschool Zuid-West-Vlaanderen).
E-design: 30 students enrolled in 2005-2006
(Hogeschool Gent)
Design and architecture : 50 students enrolled (KatholiekeHogeschoolMechelen,
Faydherbe Academie)
Meubelontwerp (furniture design): 20 students enrolled in 2005-2006 (= max.)(Katholieke Hogeschool Mechelen)
Product Innovation & Entrepreneurship: starts in 2006 (Universiteit Antwerpen
Management School)
Antwerp Design Seminar and Lectures (number of subscribers unknown).
(AssociatieUniversiteit en Hogescholen Antwerpen).
Design profession: answers
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SPECIALIZED COURSESAFTERHIGHEREDUCATION(2)
Programs that may lead to a profession as designer
Artistieke en kunstzinnige vorming: 10 students enrolled in 04-06 (program
spread over 2 years) (Hogeschool Antwerpen)
AutoCAD (BASICS): 15 students enrolled in 2005
(Hogeschool Gent)
AutoCAD (3D): 15 students enrolled in 2005
(Hogeschool Gent)
Design profession: answers
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In 2005, 2 788 persons enrolled for SYNTRA courses with a strong focus on
design.Participants who complete the course receive a certification.
SCHOOLING OFFERED BYSYNTRA (Flemish Government)(1)
Candle maker 12
Glassblower (show objects and user objects) 32
Glassworker 39
Stained-glass artist 80
Juweler goldsmith 187
Manufacturer of ceramics 78
Ornamental metal worker 48
Designer of juwelery 37
Pottery making 90
restorer of ceramics 11
Plastic worker (manufacture of objects, devices, tubes, ) 2
Polyester worker (manufacture of objects, devices, tubes, ) 86
Ornamental painter 23
Design profession: answers
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DESIGNMINDED EDUCATIONSORGANIZED BYSYNTRA(2)
Interior designer 294
Stage designer 27
Window-dresser 158
Visual merchandiser 32
Woodcarver-ornamentworker 20Wood turner 10
Furniture maker 137
Upholsterer 367
Desktop publisher 472
Digital photography 22
Photographer 332
Graphic designer 61
Web designer 131
Total 2.788
Design profession: answers
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SPECIALADULTEDUCATIONALPROGRAMSAIMING ATSOCIALADVANCEMENT (education of adults)(1)
In 2004, 7.112 adults were enrolled in secundary education programs in
which design of products and services forms part of the educational
curriculum.
They form 2,44% of all adults enrolled in programs that lead to a certificate
of secundary education.
In 2004, 3.132 adults were enrolled in higher education programs in which
design of products and services forms part of the educational curriculum.
They form 11,45% of all adults enrolled in programs that lead to a certificate
of higher education.
Design profession: answers
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SPECIALADULTEDUCATIONALPROGRAMSAIMING ATSOCIALADVANCEMENT(education of adults) (2)
Diamond works 32
Photography 394
Desktop-publishing 17
Digital communication 70
Printing 64
Printing techniques 13
Electronic page layout &multimedia 5.126
Photografic printing & processing
techniques 279
Multimedia 36
Design and illustration 58
typographer - offset printing 68
Applied graphic techniques 73
Woodworking 454
Furniture and interior design 6
Cabinet making 160
Furniture makin 151
Precious stone setting 39
Goldsmiths art 30
Decorative forging 42Total 7.112
Programs in secundary education
Design profession: answers
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SPECIALADULTEDUCATIONALPROGRAMSAIMING ATSOCIALADVANCEMENT(education of adults) (2)
Programs in higher eduction
Computer science 2.101
Informatics 330
CAD-CAM for the clothing and textile industries 18
Electro mechanics 202
Electronics 369
Industrial electronics 26
Industrial informatics and computer science 58
Textile design 28
Total 3.132
Design profession: answers
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WORKING POPULATIONAND DESIGN
BASE: n=1 708 fulltime or parttime working Flemish
92%
8%
Design related job
Job is not design related
The Flemish working population consists of 2.700.000 persons, which means that
approximately 200.000 of the fulltime or parttime working Flemish has a design
related profession.
Design profession: answers
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WORKING POPULATIONAND DESIGN: design domains
Development of new/improvement of existing products 54%
Advertising and promotion 33%
Design of companies visual presentation 31%
Packaging design 23%
Interior design 21%
Distribution/sale of design products 6%
BASE: n=130, having a design related job
Design profession: answers
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WORKING POPULATIONAND DESIGN: degree
(electro-)mechanics 12%
Engineering (civil, industrial, other) 10%
Informatics 9%
Graphic design 7%Electricity/electronics 5%
Cabinetmaker/furniture maker 4%
Baker/confectioner 4%
Photography 2%
Industrial designer 2%Other degree university or equivalent 6%
Other degree higher education 11%
Other degree (no further specification) 20%
No answer 5%
Design profession: answers
BASE: n=130, having a design related job
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WORKING POPULATIONAND DESIGN: extra training courses
BASE: n=130, having a design related job
92%
Attended a design related extra training course during past 12 months
Did not attend a design related training course during past 12 months
The majority of extra training courses dealt with new software applications, and was
commissioned by/organised within the company.
80%
20%
Design profession: answers
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Structure of this report
Design businesses
Design professions
Design as leisure activity
Design and popular media
questions
approach
answers
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Design as leisure activity: questions
Which are the exisiting design related trainings, events and leisure time
activities?
What is the degree of participation in these events, activities and trainings?
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CATI Consumer survey, inserted in multiclient omnibus, representative
sample of n= 1024 Flemish of 20 years and older: questionnaire on active andpassive participation in design related leisure time activities.
Education Statistics Flemish Government (Yearbook of Flemish Education,
2006): number of participants in parttime arts education, department visual
arts.
Collection of information (via phone and face-to-face interviews with
initiatiors and organisers of design related leisure events and activities :
exhibitions/musea, fairs, arts and crafts workshops...
Design as leisure activity: approach
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Design as leisure activity : answers
10% of the Flemish (20 years or older) have design or craft related leisuretime activities (n=101 respondents on a total sample of n=1 024).
When extrapolated: almost 550000 Flemish (female, middle-aged profile)
has a design or craft related leisure time activity.
Within this group of hobbyists, the following subgroups can be distinguished:
45-55ers: 65% of the total hobbyist group, 55 or older: 40%
the majority of design and crafts hobbyists are women: 63% versus 37%
ACTIVEPARTICIPATION
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the following leisure time activities are considered as design or crafts related:
on top drawing and painting, sewing, knitting, embroidery, crocheting, etc.(practiced by women, mostly 55+); flower arrangement/ikebana (mostly
women); photography (mostly men). But there is a large remaining category:
web design, handicraft (furniture, accessories), webdesign, ceramics,
sculpting...
3%
4%
4%
5%
6%
8%
18%
18%
22%
22%
0% 5% 10% 15% 20% 25%
sculpting
Handicraft - accessories
Pottery and ceramics
Web design
Handicraft - furniturehandicraft
photography
Flower arrangement/ikebana
Sewing, knitting, embroidery, crocheting...
Drawing and painting
Design as leisure activity : answers
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In 2005 40% of these design hobbyists attended at least one training
A wide range of organisers: parttime education in arts, private and partly
subsidized initiatives, workshops organised by craftsmen...
What parttime education in arts is concerned:
a total number of 157 712 students, of which 55 511 (35,2%) in the visual
arts department (schoolyear 2004-2005)
majority of these students are youngsters (65%), but this discipline is the
most popular one amongst adults as well (49,7% of adults in parttime
education in arts are in visual arts).
Design as leisure activity : answers
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In 2005 15% of the Flemish (20 years or older) - so about800000 persons -
have attended a design or crafts related event, activity or fair.
PASSIVEPARTICIPATION: the consumer
65% attended an interior design fair
25% visited a museum or exhibition (arts included)
10% attended hobby fairs
Design as leisure activity : answers
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PASSIVEPARTICIPATION: a number of initiators/organisers
DESIGNMUSEUM GHENT
collections focus on furniture and industrial design.
in 2005 this museum had approximately 2 000 visitors per week, which means
104 000 visitors per year. The number of visitors had an increase of 25%,
compared to 2002.
SILVERMUSEUMSTERCKSHOF DEURNE
a varied silver collection, organises exhibitions and expertise days on precious
metals.
received a total number of 38 765 visitors in 2003, which means a status quo
compared to 2002.
BROELMUSEUM MUSEUMOF FINEARTS, CERAMICSAND DESIGN KORTRIJK
exhibits the work of artists who lived and worked in the region
a unique, international ceramics collection
received a total of 18 500 visitors in 2004, a status quo compared to 2002
Design as leisure activity : answers
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BIENNALEONINTERIOR DESIGN INTERIEUR KORTRIJK
a 10 day interior design event, organised every 2 years
95 354 visitors in 2004, more than 250 exhibitors (a record number), which means
an increase of 18% compared to 2002
SFEER GHENT
an annual, 10 day lifestylehappening/fair on interior design, garden and
swimming pool
received 40 000 visitors in 2004, 47 000 visitors in 2005 (with 200 exhibitors). This is an
increase of almost 20%.
COCOON/DESIGN BRUSSELS BRUSSELS
a 10 day interior design fair
received 99 092 visitors in 2005 (with 275 exhibitors), which means a small increase
of 2% compared to 2004.
PASSIVEPARTICIPATION: a number of initiators/organisers
Design as leisure activity : answers
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These musea and events receive a total number of almost400000 visitors
on a yearly basis. However, we have to notice thatthese visits are not
exclusive. On top of the ranking we find the 2 interior design fairs
Cocoon (& Design Brussels) and Interieur, (both10 days), followed by
the 2 initiatives organised in Ghent: the Design Museum and the interior
design fair Sfeer.
PASSIVEPARTICIPATION: a number of initiators/organisers
Design as leisure activity : answers
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Structure of this report
Design businesses
Design professions
Design as leisure activity
Design and popular media
questions
approach
answers
i i i
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Design and popular media: questions
How much attention do popular media pay to design?
What is the impact of this media attention?
D i d l di h
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Flair
Standaard Magazine
De Morgen Magazine (Het vrije Leven)
De Tijd Magazine (Beste Dingen / Bestedingen)
for each magazine: 1 issue per season, 4 issues in 2000 and 4 in 2004.
analysis for each issue of all articles, by keeping a tally of following parameters:
subject: design or not?
length: what is the length of the article?
domain: which type of design is the article about?
tone of voice: what is the articles purpose (inspiring, informing, instigating
purchase, prize-draw with a design product )
7 titles, representative for Flemish lifestyle magazines, were analysed:
Analysis :
Feeling Wonen
Weekend Knack
Zone 09
WRITTENPRESS
Design and popular media: approach
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In-depth interviews with people responsible for programming and content of 8
radio- and tv-channels:
AUDIOVISUALPRESS
Kanaal Z, newsjournalist
Jim TV, Station Manager
Vitaya, Administrative Director
Focus TV/WTV, Head editor
Studio Brussel, Coordinator Word
Klara, Assistant to the Netmanager
En, Content & creative manager
VTM, ManagerInteractivity
Analysis:
Direct design: attention for design in content (program items on design or a
design program in general)
Indirect design: time and energy spent on design in general, without taking
into account content (i.e. logos, house style, stagesetting of studios, etc...)
Design and popular media: approach
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Attention for design
2 out of 5 content pages in 7 leading Flemish magazines to a certain extent deal
with design (36% in 2000 and 41% in 2004).
WRITTENPRESS
2000
2004
The attention either remained stable or has increased throughout the years, only
Feeling Wonen paid 8% less attention to design in 2004 when compared to 2000.
13%
26%23%
21%
28%
50%
91%
16%
22% 23%26%
37%
82% 83%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Flair Zone 09 De Morgen Standaard WeekendKnack
De Tijd FeelingWonen
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Design domains
Most attention goes to product design, followed by interior design and media
(articles about design channels such as fairs & conferences, books, etc...)
percentage spent on different design domains, in 2000 and 2004,year averages based on all 7 magazines.
49%
20%
12%
3%
7%4%
1% 0%3%
43,7%
19,8%
16,1%
5,2% 4,7% 4,0%1,7% 2,3% 0,7%
0%
25%
50%
75%
product Interiordesign
media Advertising Infrastructuredesign
Processinnovation
Packagingdesign
Sale/distribution
visual/Graphicdesign
2000
2004
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On average articles on interior design are longer than articles on product design(use of pictures). This means that interior design and product design were in fact
equally important in 2004.
48%
23%
8%
2%
7% 7%
0% 0%3%
32,9%
27,4%
18,5%
1,3%
9,0%
5,8%
1,2% 1,3% 1,1%0%
25%
50%
75%
Design domains
percentage spent in surface on different design domains, in 2000and 2004, year averages based on all 7 magazines.
Design and popular media: answers
product Interiordesignmedia Advertising Infrastructuredesign
Processinnovation
Packagingdesign
Sale/distribution
visual/Graphicdesign
2000
2004
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Information purposes
Magazines inform their readers, and this is also the case for articles on design
(65%). Also remarkable is that 1 out of 4 articles on design lure the reader into the
purchase of a design product, which underlines popularisation trend.
Inspiring and stimulating creativity with design as topic is clearly on the
increase compared to 4 years ago (5% in 2000 and 11% in 2004)
It looks like magazines are willing to contribute to the overall likeability orsensibility towards design in Flanders (or the other way around: readers expect
information and inspiration on design in their magazines)
percentage tone of voice , in 2000 and 2004, year averagesbased on all 7 magazines
66,9%
24,0%
5,5%3,7%
64,4%
19,8%
10,9%
5,0%
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
80,0%
Inform Purchase Inspire Win
Design and popular media: answers
2000
2004
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Impact of design: relationship between attention and circulation?
There is no clear evidence of a direct link between the attention spent ondesign and obtaining a higher circulation (i.e. more copies/readers).
Examples:
Standaard Magazine : attention increase of 5% in 4 years time, an increase
of circulation in the same period of 2,3%
Feeling Wonen: less attention to design (-13,3% ), circulation decreases (- 8%)
BUT:
De Morgen Magazine: same attention level as 4 years ago, circulation
increases (+2,3%)
Weekend Knack: increase of attention of 9% , but decrease of circulation(1,4%).
These findings have to be understood within the decline of reading
behaviour in general in Flanders. So design cannot single-handedly switch
this trend.
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ATTENTION FOR DESIGN: direct design Design is, according to the content managers, more presentthan 5 years ago in
their content and programs. When asked whetherin 2000 there were more or less
items in programs orprograms on design, all of them answered less.
On the one hand there is the emergence of new design programs and on theother hand there are more programs in which design is used as an interesting
item.
Design has become generic, it can be used anywhere (from the studio design
where the news is recorded, to the item in a human intrest program or an interview
with a designer in a radio talkshow). Design is, certainly in its broadest definition,
multi-usable and omnipresent.
AUDIOVISUALPRESS
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Illustration of this omnipresence: in one average week, taking all Flemish tv
channels into account, 43 programs deal with design or indirectly report on
design (according to channel and content managers)
Why this attention for design?
Design is ENTERTAINMENT: according to content managers design has anindisputable entertaining value. It is a popular and light theme which virtually
everybody can relate to.
Net omdat economie zon droge materie is zijn wij altijd vragende partij om in
ons nieuws iets over design als uitsmijter te brengen. Een luchtig item over
design wordt altijd gesmaakt. (Kanaal Z, about the use of design as a populartopic to lighten the dull and sometimes heavy economic information on
which the tv channel Kanaal Z focusses)
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Design LIVES in the viewers lives: design in programs emerges positive
reactions. Viewers or readers often contact the editorial offices of the
programs that brought them a design item in order to learn more about it
Mensen hebben meer en meer een oog voor wat mooi is, vandaar dat design
zo sterk leeft bij de kijkers (tv channel n about the fact that the attention
and feeling for the beautiful increases, hence the popularity of design)
50% van onze kijkers kijkt naar ons designprogramma TENDENS. Dat is heel veel
en duidt op een groeiende interesse (regional tv channel Focus/WTV about
the fact that 50% of their viewers watch the design program)
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Design is POPULARISED: design used to be regarded as something for the
lucky few, whereas, due to its omnipresence, it has become popularised and
accessible nowadays.
People are increasingly designing their surroundings, according to content
managers. Design has become incontournable, and mass media cannot
allow themselves to become un- or other-wordly because that would costviewers and/or readers.
Kijk maar eens naar steden als Gent, Hasselt en Brussel: op 5 jaar tijd is er echt
het n en ander veranderd. Er is meer design aanwezig in het straatbeeld:
meer winkels, meer cafs, meer restaurants, meer zaken gebruiken zorgvuldig
vormgegeven ruimtes (music channel JimTV on the fact that design has
gained field in Flemish cities: it has become a common street image)
Geen aandacht aan design schenken is gewoon de bal misslaan
(regional tv channel Focus/WTV on the implications of not paying attention to
design: it is quite simply ignoring what the viewer wants)
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Design as a SOURCE OF INSPIRATION for a better living standard: people
seek inspiration in mass media. They need advice to improve their life quality.
Design perfectly fits into this growing trend: it is a way to reach a higher
standard. Design also thrives in a society where individualisation is a massive
trend: people try to distinguish themselves by means of a unique look and
design
Mensen willen meer en meer dromen en dat is precies wat design hen
belooft. (tv channel VTM on the promise of design: it makes dreams come
true)
Door design aan onze kijkers te tonen stimuleren en inspireren wij ze om aan
design te doen, wat dan op zijn beurt leidt tot mensen die er meer mee
bezigzijn. Ultiem leidt dat tot een trouw kijkerspubliek en dt maakt het net zo
interessant (music channel JimTV informs about design and inspires the viewer
to implement design, which results in a more interested and hence more loyal
audience)
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ATTENTION FOR DESIGN: indirect design
In the search for a clear market position towards the target group, content
managers actively use and implement design as a main instigator for the
brands or channels image (logos, websites, look&feel of programs, studio
and stage design, trailers in between programs...). Every year more budget is
spent on this, which suggests the insight that design and media production are
inextricably linked.
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Why this attention for indirect design?
Design as a SOURCE of UNITY
Design is the best way for a broadcasting company to create a unity in
external and internal communication. Creative directors of Flemish tv & radio
channels all actively invest in design in order to communicate the same
feelings, the same look & feel and the same values towards all stakeholders, as
efficient and consistent as possible.Onze design moet verfrissend en consequent zijn: het moet ervoor zorgen dat in een
veranderend medialandschapwe steeds hetzelfde kunnen blijven betekenen. (tv
channel VTM on the use of a consistent and fresh design as a way to stay clear in an
ever changing media landscape)
Niemand bij ons mag een brief uitsturen zonder dat dat op ons officieel vormgegeven
briefpapier gebeurd. Dat is een voorbeeld van hoe je een consequent imago kanuitstralen (music channel JimTV on the importance of of image consistency through
design: even letters are clearly branded)
Je design is de uiting van je waarden. Het is de samenvatting van waar je als merk voor
staat (tv channel VRT on the fact that design is the summary of everything you stand for
as a tv channel)
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Design as a way to DISTINGUISH from competitors
In a digital world where new channels are born everyday and where the same
or similar programs can be viewed on different channels, design becomes the
ultimate way to distinguish from competitors.
Design is een herkenningspunt naar de consument toe (tv channel VTM on
the fact that design becomes the recognition point for the consumer)
Design as a driver of CHANGE
A regular change of logo and look&feel will result into a dynamic and active
image. Design apparently is the proof of evolution.
Mensen moeten voelen, zien en ondervinden dat er een dynamiek is, dat hun zender
aan het evolueren is. En dat maakt een vernieuwde vormgeving mogelijk (tv channel
Kanaal Z on the fact that viewers experience a change in design as an evolution process)
Regelmatig vormgeving aanwenden voor je huisstijl is een bewijs van je modernisering,
het zorgt ervoor dat je niet als ouderwets beschouwd wordt (radio channel Klara on the
fact a status quo in housestyle can result in an old- fashioned image)
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Design as a COMMUNICATOR in PROGRAMS
Design is also actively used in both fictional and non-fictional productions as a
means of providing the audience with implicit information. In fictional
programs for instance, design professionals will actively work on the look of
actors, their surroundings and their role, in order to provide viewers with
unspoken cues about the character, giving him or her extra depth.
Design is een parameter die mede verantwoordelijk is van het welslagen van
een bepaald programma. Uiteraard primeren het concept, de presentatie en
andere inhoudelijke elementen, maar vormgeving kan voor die extra sfeer en
afwerking zorgen dat het verschil maakt (tv channel n on the fact that
concept, presentation and content are certainly important, but next to these
aspects design can also make the difference for the viewer)
Design and popular media: answers
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