History of Design Council

Press, 16 November 1981, Page 26

History of Design Council

The New Zealand Industrial Eesign Council was established by an Act of Parliament in 1966 with the aim of improving the standard of New Zealand-made products. Through this it was envisaged that the country’s manufactured exports would increase; that they would be more competitive overseas; and New Zealanders themselves would be given better quality products. The Minister of Trade and Industry appoints 11 councillors and appoints and sets the policy for the council's director.

Six of the councillors are from the private sector and, because the council is indus-try-orientated, it has the power to out-vote administrative decisions. The council chairman is always from industry. Over the years the council has made available to manufacturers a range of services aimed at improving product design and assisting the presentation and marketing of well-designed products; The most widely known of

these activities is the Designmark Award Scheme.

Products with at least 50 per cent New Zealand content are submitted by manufacturers for thorough analysis by panels of experts. The Designmark is awarded when the council considers that the product reaches a high standard in all respects. Function arid usability are the most important criteria for the product. As part of its evaluation process the council sets up regular panels of experts drawn from all spheres of the community. The actual structure of the panel depends on the nature of the products to be evaluated. Often a number of products of similar nature will be dealt with by the same experts.

The cost of evaluation varies between $65 and $2OO. The panel’s function is an advisory one, it puts forward its recommendations which the council considers, together with the results of any test reports on the product.

Some products are awarded the Designmark at this stage. The majority, however, are returned to the

manufacturer with a list of suggested improvements. Many of these involve relatively minor faults but some relate to more serious defects such as inadequate safety features or obvious lack of control.

Once the necessary modifications are made, the manufacturer is entitled to attach the Designmark label to his product and to advertisements of it:

. Designmark thus serves a number of valuable purposes from the manufacturer’s point of view. Often the evaluation system helps to provide a better product, while the award, plus associated promotional activities, assists in the marketing of the product.

The award is valid fbr two years after which time the product is reviewed so that consistent quality is assured. The label is recognised overseas as an independent authority’s recommendation.

A recent innovation in the Designmark scheme is the issue of product acceptance reports to award winners. These are a means of advising applicants of their suc-

cess, of providing information about accepted.products both by description and illustration, of advising the council’s view of the products, of advising any limitations the council imposes on its'recommendations, and of providing information about accepted products to potential purchasers.

Factors to be considered when submitting a product for a Designmark award are: © The product must have at least 50 per cent New Zealand content.

® It must meet all appropriate New Zealand standards and fulfil a real need.

© The product must do the job it purports to do and be simple to operate. © The product must have a high standard of workmanship.

© Good appearance. © Safe, reliable and easy to maintain with clear instructions.

® Adequate labelling, identification, and packing for protection.

© The manufacturer must also have the equipment and staff to produce a product of consistent quality.