Professor Dr. Peter Zec holds talk on method for calculating the value of design

On 2 March 2010, some 200 people came to the sold-out event on the method for calculating the value of design given by design expert and author Professor Dr. Peter Zec in Düsseldorf 's renowned "stilwerk" design shopping centre. Together with co-author Burkhard Jacob, director of the red dot institute, Zec gave an overview of the method of design value calculation and explained how design can increase the value of a company.

The groundbreaking method was developed by Zec together with Jacob and was recently introduced for the first time with the publication "Design Value - A strategy for business success". In his presentation, Zec referred to concrete examples such as Apple, Loewe, LG, or Walter Knoll to show how design value can be calculated. "The basis of the method consists of evaluating the results of the red dot design award, which allows to determine a company's design performance and design continuity and to put this in relation to the overall business performance", said Zec. The design value is the monetary value at a fixed point in time (present value) derived from the design-related earnings before interest and taxes (EBIT), the design performance, the design continuity, and an evaluation of the design assets of a company. Zec also explained how the design value can be used to evaluate a company's innovation potential and quality performance, thereby contributing to the overall company value. As a concrete monetary value, the design value can serve as an important control value for performance measurements as well as an assessment basis for economic objectives and forecasts. "Quod erat demonstrandum: good design is good business", concluded Zec. The talk was followed by a question and answer period.

The presentation at the Düsseldorf stilwerk was the kick-off to a lecture series on design value calculation. Further locations are the stilwerk buildings in Berlin and Hamburg as well as the Pinakothek der Moderne in Munich:   

Lectures in German only! 

•    Tuesday, 9 March 2010, 6 pm, BerlinStilwerk, Kantstraße 17

•    Tuesday, 16 March 2010, 6 pm, Hamburg

Stilwerk, Große Elbstraße 6

•    Thursday, 22 April 2010, 6 pm, Munich

Die Neue Sammlung – The International Design Museum

Pinakothek der Moderne, Barer Straße 40  

Due to limited seating, advance reservations are strongly recommended.

»Download registration (in German)

"Design Value - A strategy for business success"

»Order online now!

Click here for further information on the red dot institute:

»www.red-dot-institute.de