FusionDesign highlights top trends from 2009 Design Indaba

While the world shouts ‘back to basics' and laments the recession, a few days spent at Design Indaba are a reminder that despite all the havoc there remains a place for exquisite design that is both aesthetically appealing and highly practical. People around the world are taking inspiration from Africa's crafters and the trend predictions discussed in the conference by local and international guest speakers were well represented in real-life samples of work on show at the exhibition. Yebo Africa!

Here's a look at my key take-outs from the conference:

Yes we're still considering the environment, the theme for the 2008 event, except this year it's not a special effort to use recyclable material or consider the impact of one's product, design and manufacturing on the world at large, it's also not a marketing ploy... it's just the way it is, ingrained in every aspect of design across the multiple disciplines. I would say 2009 is about being resourceful and using available technology to shorten the design and development cycle and ensure a quicker go-to-market strategy.

The keywords are imagination, humanism, time honoured values and traditions, make a difference, flexibility, animate, illustrate, tactile, nature, history and connect with the emotion.

Grey and yellow are the new ‘It' colours and black and white have given way to Barack Obama's monochromes as the world celebrates new beginnings and collaboration and different shades of grey or brown.

As you can imagine budget considerations were a BIG topic on the agenda and on the lips of most discussions happening around tea. In particular Li Edelkoort's comment encouraging South African designers to support local suppliers to create a more sustainable local economy was important to note as well as her view that the combination of art and craft could become the new economy. As designers and creative directors we need to own up to the responsibility of keeping design real and creativity alive without the luxury of big budgets which quite honestly aren't always needed anyway.

Architecturally open spaces and the introduction of nature into structural design was amazing to see; as was seeing nature reflected in all other areas of design including, interior design, textiles and cuisine presentation.

I was pleasantly surprised by the discussions that acknowledged the dominant role of strategy in the design process. While we may often get caught up in the prettiness and form of things, as designers we have to incorporate sound strategic thinking, a solid brief from the client, proper research into the target market and the right interpretation of what people ask for. The whole brand experience needs to be synergistically communicated.

Although I'm loathe to admit it was my first Design Indaba experience, I am converted and will not likely miss future events. I'm looking forward to grabbing the inspiration sandwich experienced and translating it into real value for FusionDesign's clients.


About FusionDesign

FusionDesign is a full service through the line brand communication agency. We service our international client base from headquarters in South Africa and are proudly black empowered. We have a passion for branding, marketing and design and integrate all these core competencies with our unique FusionDesign flair and exceptional delivery. We propel our client's brands to new heights and empower them to look and feel their best... For more information visit www.fusiondesign.co.za:

• Strategy - Brand, marketing & communications strategy consulting
  
• Brand activation - advertising, messaging, internal & external marketing campaigns, e-marketing, promotional material, events
  
• Sustainable design - brand manuals, corporate identity & stationery, packaging & point of sale
  
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