Good design doesn't just look beautiful.

It's a synthesis of form and function. Designing a product is often like solving a complex puzzle with many different parameters like ergonomics, construction, technical attainability, cost price and of course aesthetics. Good design equals simplicity: optimizing all these aspects in one seemingly uncomplicated idea.

Product users appreciate simplicity in design while they can’t really figure out why they like this product so much. Companies are becoming more and more aware of the fact that the consumers are willing to pay for this, if you give them a great experience.

Design, creativity and innovation are the key advantages companies in developed economies can have over the competition in developing economies. In the future it will probably be the only advantage they have left.

As Harvard professor Robert Hayes said: 'Fifteen years ago companies competed on price. Today it's quality. Tomorrow it's design.'

That is why good design is serious business.