The Press THURSDAY, FEBRUARY 14, 1963. Industrial Design

Press, Volume CII, Issue 30056, 14 February 1963, Page 12

The Press THURSDAY, FEBRUARY 14, 1963. Industrial Design

Nowadays New Zealand secondary industry can congratulate itself upon the quality of many of its products—something achieved after years of difficulties, criticism, and enterprise. But quality is not necessarily synonymous with good design, as Mr T. Esplin, a senior lecturer in design at Otago University, has recently pointed out. There should be widespread support for Mr Esplin’s advocacy of substantial improvements in the design of New Zealand manufactures. This is not to denigrate the serviceableness or durability of most such articles; rather it emphasises that goods usually are sold not merely because they fill a specific practical need but also because they have aesthetic appeal, are distinctive, or seem to the buyer especially appropriate. Britain, with a history of manufacturing long preceding comparable New Zealand developments, also lagged in establishing machinery to promote good industrial design. Since 1944, however, when the British Council of Industrial Design was set up as a grant-aided body by the President of the Board of Trade, an impressive organisation to assist industry and consumers has been developed. Adjusted to the needs of a smaller community, this pattern could well be followed in New Zealand. For some time the universities in Christchurch and Auckland have been preparing for the introduction of courses in industrial design. Last November the

Design Association of New Zealand submitted its views on an industrial design council to the council of the New Zealand Manufacturers’ Federation, which endorsed them in principle. Perhaps the most interesting of the Design Association’s submissions concerned the savings of overseas exchange that might be expected from greatly increased recourse to New Zealand’s own industrial designers, and from correspondingly less reliance on overseas designers whose work requires to be paid for by royalties. “ Over- “ extensive manufacturing “in New Zealand on a “ royalty basis ”, said the Design Association, “is not “in the long-term interest “of the country. ... If the “ trend of the past continues, by 1970 New Zea“land industries and com- “ mercial interests will “collectively be obliged to “pay £7O million annually “in royalties and diyidends “to overseas principals ”. The cultivation of good New Zealand designs will stimulate exports, encourage New Zealand talent, and contribute to the Dominion’s culture and national consciousness. Individual firms and organisations are already striving conscientiously to foster good design. Nevertheless, until manufacturers generally are prepared to ensure livelihoods for the designers that the universities could train, there will be continuing reluctance to embark on proper training schemes. Such problems might best be resolved by a council of industrial design.