Cesaroni

Cesaroni Design

THE NEW INDUSTRIAL DESIGNER

Consumers are justifiably demanding better products with an aesthetic and functional "wow factor." As a result of increased exposure and added responsibilities, industrial designers today have to be good communicators, understand research, master ergonomics, simplify user interface, possess great computer skills, have a good working knowledge of engineering and still be artistically talented. Few professions require such a diversity of skills. I believe that it is this combination of skills, which qualified industrial designers currently have, that will shape the future of products to a higher level of aesthetic and functional perfection.

When Cesaroni Design started in 1979, interest rates were sky high, business was weak, few people used a computer and many companies forgot the contribution industrial design could make in the market place. Since then, corporate America has been educated about industrial designers' contributions by IDSA. Additionally, individual consulting offices have successfully promoted themselves, some industrial designers have worked their way up the corporate ladder and most individual designers have mastered computers as well as any other profession. One of the challenges facing domestic corporations is competition that has labor rates a fraction of those in the United States. This international competition results in design projects that demand beautiful products, improved features, reduced manufacturing costs, and shorter lead times. To complete with these projects, designers are required to be smarter then ever and have great relationships with knowledgeable clients. Because of this industry trend, we work very closely with our clients and make them part of the creative team. We believe that our clients are the experts in their industry and we are the experts in the product development process of industrial design.

There is so much to learn today that it is a difficult task for our universities and colleges to teach all of it to their students in such a short period of time. Therefore, it is very much up to the individual student and young professional to constantly push themselves and continue learning throughout their careers. It is also the responsibility of consulting offices and corporate design departments, to provide the opportunity on the job to learn these much needed skills.

Cesaroni Design's philosophy is to give our designers all the responsibility they can handle, as soon as possible. We promote leadership in our young industrial designers by having them participate in decision making meetings and feeling the responsibility of the project, even though there is always a senior project manager on the job. We do not believe in hiding our young talent and taking credit for all their hard work.

We have recently included some of our designer's names and photographs in our Innovation ads, in order to give them the credit they deserve. Although I have been cautioned that this is a good way to lose talented people, I believe the risk is worth the reward to the individuals. As consultants, we are always hoping our clients will give our offices credit when we deserve it, so why not give our employees credit when we pay for and control our own ads?

I admire young designers and all the skills they currently have. I hope that with a little help, they can continue to elevate the profession of industrial design to the level it deserves in the business world of the future.

Web: Cesaroni Design

Bill Cesaroni
President & Owner, Cesaroni Design Associates

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