公益財団法人日本デザイン振興会 公益財団法人日本デザイン振興会

Promotion Methodology

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More specifically then, how can we improve individual design competency? The question calls for a strategic perspective in terms of determining the central player targeted for this performance upgrade. Today, who needs design most acutely, those in industry, or consumers? The promoting institution first selects the target for promotion, and then implements policy to effectively develop their design competency through design instruction, training seminars, exhibition opportunities, and design competitions, for instance. The programs may vary, but in each case, the promoting institution is engaged together with people (i.e., outstanding designers) who can sufficiently release the summoning power of design.

We should understand designers not only as people gifted in expression of form, but people who can awaken design skills in others and cause them to improve. Designers enlist the cooperation of people facing challenging and tough problems and proceed to design a solution, or a hypothesis. Based on the hypothesized illustration, many other players develop their own designs. And the designer makes progress on his own design, too. Innumerable iterations follow. The mutual appraisal of a spectrum of designs enables the players to acquire more sophisticated design capabilities.

The design advocacy institution's role is not to present a likely solution, but to create design-encountering opportunities for the parties beset with challenges that require solutions. These parties can assist in the design process themselves, in such a way that all sorts of people participate in design. This effort can be described as designing a theater. The small theater gradually expands to a larger theater, as design competency rises. An important point here is to ensure a successful audience for the theatrical presentation. As the challenge deepens and expands, the solution for the challenge becomes harder to execute solely by the actors in the theater. By creating a structure where on-stage players and audience are united, a design community can evolve, and tough problems can be shared and solved together.

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