Commercial and industrial designers combine the fields of art, business, and engineering to design the products people use every day. In fact, these designers are responsible for the style, function, quality, and safety of almost every manufactured good. Usually designers specialize in one particular product category, such as automobiles and other transportation vehicles, appliances, technology goods, medical equipment, furniture, toys, tools and construction equipment, or housewares.
The first steps in developing a new design, or altering an existing one, are to determine the requirements of the client, the purpose of the product, and to the tastes of customers or users. When creating a new design, designers often begin by researching the product user or the context in which the product will be used. They ascertain desired product characteristics, such as size, shape, weight, color, materials used, cost, ease of use, fit, and safety. To gather this information, designers meet with clients, conduct market research, read design and consumer publications, attend trade shows, and visit potential users, suppliers and manufacturers.
Next, designers prepare conceptual sketches or diagrams—by hand or with the aid of a computer—to illustrate their vision of the product. After conducting research and consulting with a creative director or other members of the product development team, designers then create detailed sketches or renderings. Many designers use computer-aided design (CAD) tools to create these renderings. Computer models make it easier to adjust designs and to experiment with a greater number of alternatives, speeding and improving the design process. Industrial designers who work for manufacturing firms also use computer-aided industrial design (CAID) tools to create designs and machine-readable instructions that can direct automated production tools to build the designed product to exact specifications. Often, designers will also create physical models out of clay, wood, and other materials to give clients a better idea of what the finished product will look like.
Designers present the designs and prototypes to their client or managers and incorporate any changes and suggestions. Designers often work with engineers, accountants, and cost estimators to determine if a product can be made safer, easier to assemble or use, or cheaper to manufacture. Before a product is completed and manufactured, designers may participate in usability and safety tests, watching consumers use prototypes and then making adjustments based on those observations.
Increasingly, designers are working with corporate strategy staff to ensure that their designs fit into the company’s business plan and strategic vision. They work with marketing staff to develop plans to best market new product designs to consumers. They work to design products that accurately reflect the company’s image and values. And although designers have always tried to identify and design products that fit consumers’ needs, more designers are now focused on creating that product before a competitor does. More of today’s designers must also focus on creating innovative products as well as considering the style and technical aspects of the product.
Work environment. Designers employed by manufacturing establishments, large corporations, or design firms generally work regular hours in well-lighted and comfortable settings. Designers in smaller design consulting firms, or those who freelance, may work under a contract to do specific tasks or designs. They frequently adjust their workday to suit their clients’ schedules and deadlines, meeting with the clients evenings or weekends when necessary. Consultants and self-employed designers tend to work longer hours and in smaller, more congested, environments. Additional hours may be required to meet deadlines.
Designers may work in their own offices or studios or in clients’ homes or offices. They also may travel to other locations, such as testing facilities, design centers, clients’ exhibit sites, users’ homes or workplaces, and manufacturing facilities. With the increased speed and sophistication of computers and advanced communications networks, designers may form international design teams and serve a more geographically dispersed clientele.