There is a direct link between a company share price growth, and its willingness to embrace world class design and innovation, says a top Midlands design expert.
Bruce Wood, project director of the Staffs-based Different by Design project, says the latest research has identified a direct link between market-beating stock market prices and companies practising good design.
His comments follow Design Council findings which claim that companies using good design consistently out perform those which don't. The Council compared growth figures in the FTSE and Allshare indexes with those in the Design Index which is made up of companies who have received design awards and nominations.
Since 2003 general share growth has been between 26.2 and 32.1 per cent, while design-aware companies have grown by almost 45 per cent, with some companies performing spectacularly. Mr Wood said companies who embraced and exploited design were far more likely to grow.
"The difference isn't marginal. It is very significant, with stock market prices outrunning the norm by a considerable amount. This shows clearly that a willingness to exploit world class design will improve company performance and give companies a distinct competitive edge," he said.
He added: "Design is very often the difference between a successful company and a failing one. It can close the gap between ideas and reality while at the same time opening up new markets and opportunities.
"The proper use of design can signal the first steps to a new future for many businesses. Design is a continuous process which can constantly lead to long term futures. Successful companies of today are well aware of this and are constantly designing new products and strategies for tomorrow."
Different by Design - with its HQ in Stoke-on-Trent - is a £2.7 million project aimed at encouraging the region's businesses to make better use of world class design.