Design provides worth and opens area within the overseas marketplace for export

São Paulo – For corporations which have redesigned their merchandise, processes and companies, a 1% funding in design has resulted in a threefold improve in income. And exports had been indebted by as much as 61%. The knowledge obtained from ApexBrasil’s examine with Centro Brasil Design (CBD) was introduced by Ana Brum, director of the CBD, in her opening lecture on the Design Export Day, an occasion held this Thursday afternoon (30).

Hosted by Brazil’s commerce and funding promotion company, ApexBrasil, in partnership with CBD, the occasion introduced collectively famend professionals and businessmen who noticed a surge in gross sales because of daring design. The intention of the occasion was to make corporations conscious of the truth that design is a vital component to advertise Brazilian exports, along with changing into a distinction maker for the nation within the worldwide state of affairs.

“If we wish to export, we now have to be aggressive and for that we have to use design,” stated Ana Brum. Nevertheless, the researcher and designer emphasizes that it’s not sufficient to attempt to export some surplus or simply make the most of alternate fee development. “With a purpose to attain worldwide markets, we now have to have this concept from the start,” he concluded. Designer Lincoln Seragini, liable for the design of greater than 20,000 packages, spoke about his 54-year profession. “We reside within the period of the inventive economic system. And creativity and variety are the largest distinction that we Brazilians have. Design is an integral a part of the manufacturing course of and the distinction is so apparent. For the primary sale, there isn’t any extra necessary funding than packaging design. Each product wants its first sale, so the packaging is probably the most influential as a result of you do not know the content material but,” he defined.

Based on the mapping of the Federation of Industries of the State of Rio de Janeiro (Firjan), the manufacturing of the inventive trade corresponds to 2.61% of all of the wealth created within the territory of the state. In 2017, the inventive GDP was BRL 171.5 billion in a state of affairs of reorganization of the economic system and society. The identical mapping confirmed that the nation’s inventive world consists of 837,200 professionals from 245,000 corporations. Based on the survey, consumption (43.8%) – which incorporates the design and structure sectors – and expertise (37.1%) accounted for round 80% of inventive staff in Brazil.

West and East

The design debate continued with lectures by two famend professionals within the area: designer and researcher Ilpa Koskinem, who spoke about design within the West, and Mauricio Medeiros, designer, entrepreneur and model technique marketing consultant, about design within the East. Each researchers thought of tradition to be a decisive issue on this differentiation. If, as Ilpo defined, European design is as numerous because the variety of international locations that make up the continent, so too is Oriental design, as a result of languages ​​and cultural and non secular traditions make every Asian nation its personal universe, as Maurício identified. .

Ilpo additionally identified that there’s a clear tendency within the West for folks to begin consuming extra experiences as a substitute of merchandise. “Western society tends to scale back the quantity of products it owns. If on the one hand we now have local weather change serving to to affect these decisions, however we now have rising inequality that separates the very rich who journey, go to eating places and occasions, who can get pleasure from all these experiences, from the poorer who proceed to buy low worth merchandise. The center class is disappearing,” he famous.

Within the East, nonetheless, non secular traditions are so necessary that they hinder enterprise. For instance, in Thailand, which receives 40 million vacationers yearly, it’s not allowed to purchase Buddha statues as souvenirs, such is the respect of the residents. Maurício additionally introduced profitable instances from Southeast Asia that exhibit a distinct mind-set about design. One of many examples introduced was a repellent whose packaging, when thrown away, helps kill the dengue mosquito, thereby serving to to scale back the speed of the illness in India. “For Orientals, design is above all a mind-set. From this angle, for instance, they face issues comparable to city violence. South Korea has reinvented itself by design and innovation,” he concluded.

Design export

This occasion marks the fourth 12 months of Design Export, ApexBrasil’s program run by CBD, which connects design places of work with experience for corporations that want to revamp their merchandise, packaging, companies and processes. Based on ApexBrasil’s Competitiveness Supervisor, Clarissa Furtado, this system has already helped a number of corporations enter the worldwide market. “ApexBrasil is finishing 25 years of operation and design has at all times been in our DNA, it’s a part of our historical past. In Brazil, we now have famend designers whose work is internationally acknowledged, so we now have every little thing to make this our differential. And Design Export is a program that’s absolutely aligned with that mission,” he stated.

Ômega Mild is an effective instance of the success of this system. The corporate, winner of a number of worldwide awards for its lamps, participated in Design Export in 2016. Based on the corporate’s advertising and marketing director, Fabio Nagata, the expertise has introduced a number of advantages to the corporate, together with new methods of considering and creating design. merchandise. “We now have a product improvement group, however the publicity we obtained by this system to different methods of eager about design, about beginning the creation course of, was crucial. Some practices have been assimilated by our crew. I nominate all corporations, particularly these and not using a product improvement sector, to take part in Design Export”.

Within the three already accomplished editions between 2012 and 2020, Design Export supported 369 corporations from 30 industries, each within the area of design and within the modification of merchandise, packaging and communication supplies. And it has greater than 130 registered venture places of work. Based on CBD, 97% of the businesses that went by this system declared an expectation of elevated gross sales with the brand new venture developed.


ApexBrasil promotes Brazilian exports and promotes attracting funding to the nation. Subsequently, a part of the strategic mission of the company is to work on design as a differentiating component, aiming to develop into an increasing number of a vector of innovation and differentiation of Brazil within the world state of affairs. Along with finishing up Design Export, ApexBrasil takes design as a strategic software and a vital component for the worldwide success of corporations in all their actions.

*With data from ApexBrasil



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