Abstract:

In 2004 Philips launched its new brand positioning 'Sense and Simplicity'. To articulate this positioning through design, Philips Design works according to the High Design process; a multidisciplinary and human-centered approach that led to breakthroughs like 'Vision of the Future'. Research is fundamental to High Design. This paper discusses CultureScan, a worldwide trend research program that allows creative teams at Philips Design to better understand and utilize emerging trends and developments in culture, aesthetics and design. In addition, the New Value Signs toolbox will be examined. This toolbox is a means of firmly embedding such research results into the creative flow, allowing design teams to effectively and efficiently access research information in an easy-to-use, designer-friendly and appealing format. The New Value Signs toolbox allows Philips Design to manage the outcome of global people research initiatives such as CultureScan in design processes, ensuring appropriate human focus to those creative solutions that bring the brand to the hearts and minds of audiences worldwide.