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S. Vajna and T. Naumann, “Implementation of the New IPD Study Course at the Ottovon-Guericke University Magdeburg, Design Applications in Industry and Education,” Proceedings of the 13th International Conference on Engineering Design (ICED 01), Glasgow, edited by S. Culley, A. Duffy, C. McMahon, K. Wallace, 2001, pp 277-284.

has been cited by the following article:

• TITLE: How Designed Communication Supports New Product & Service Development

  AUTHORS: Olaf Gaus, Bernd Neutschel, Matthias G. Raith, Sándor Vajna

  KEYWORDS: New Product & Service Development; Designed Communication; Value Added Support

  JOURNAL NAME: iBusiness, Vol.5 No.3B, November 7, 2013

  ABSTRACT: Design is communication. In a traditional sense of design theory this idea is based on a product related perspective, stating that good design must speak a language that is understood by the recipient. The aesthetics of the design catches his interest and opens his mind as a prerequisite for his willingness to enter into a dialogue. From symbols and images an argument is derived, rationally understandable, convincing and finally condensed in a message. This process is triggered by the product design. It communicates a value proposition for the recipient combined with a demand to buy the product it refers to. At the moment of the purchase decision a transformation takes place and the value proposition turns into a benefit, the design into the product utility and the recipient into a customer. It will be argued that this process retains its validity even if communication itself is considered as a product.