With around 14,000 entries from more than 70 countries in 2011, the red dot design award is the world’s largest design competition. Every year, the latest creations, projects and design achievements in all industries compete, ranging from architecture, through furniture, sportswear and automotive products to dental equipment, such as Acteon’s WhiteFox CBCT system or Dürr Dental’s intra-oral camera VistaCam iX, which were both awarded the red dot. This year, more entries have been submitted than ever before in the history of the red dot design award. Dental Tribune Online spoke with Prof. Peter Zec, initiator and CEO of the red dot design award, about the origins of the award, the latest trends and the commercial value of the red dot logo.

Dental Tribune: Prof. Zec, what is your professional background?
Prof. Peter Zec: Design is one of my principal passions. I have even been said to enjoy explaining, in depth, how the shape, size, diameter and cut of a glass affect the taste of wine. I have been a communication and design consultant for more than 20 years, and throughout this period, I have acquired quite a substantial knowledge about the history and the economic relevance of design. Having worked for the Federation of German Graphic Designers, the Association of German Industrial Designers, as well as numerous national and international companies, my career path led me to the Design Zentrum Nordrhein Westfalen. Already in the 1950s, this renowned institution launched the predecessor of the red dot design award—the “Haus Industrieform”.

Why does the design of a product play such a major role nowadays? Are customers more concerned with design or functionality?
With growing competition on the international markets, it is more important than ever for manufacturers to distinguish themselves from the competition by producing quality instead of competing merely at the level of cost. This is possible through superior design. In my experience, an appealing exterior is not enough: a product needs to be easy to operate and to handle and furthermore meet all safety and maintenance requirements. The consumer would like to buy something that fulfils his aesthetic desires too. So, design entails not only an attractive look, but also what lies beneath the surface. Therefore, one must consider functionality as an aspect of design.

What is the significance of the red dot design award?
The red dot design award is one of the largest competitions worldwide. In 2011 alone, over 14,000 applications from more than 70 countries were submitted. The award has been established internationally as one of the most sought after seals of quality for superior design. In 1992, I developed an internationalisation strategy, and within this framework I conceptualised a seal that is easily comprehensible worldwide: the red dot. Today, it is internationally recognised and highly valued.

When was the red dot design award first established, and how did it originate?
The origin of the award reaches back to the 1950s. At that time, manufacturers were looking for new concepts for engaging the public and the consumers, which yielded the opportunity to launch the product design competition. Back then, in post-war Germany, the focus was mainly on boosting the economy. From today’s perspective, that was clearly successful. Right from the beginning, it was foremost about good design. This was evident by the establishment of the “Ständige Schau formschöner Industrieerzeugnisse” (permanent exhibition of beautifully designed industrial products) in 1955 for the first time. In the beginning, only several hundred products were submitted annually. Today, thousands of excellent creative accomplishments are exhibited in the red dot design museums in Essen, Germany, and in Singapore. They form the largest exhibition of contemporary design in the world.

Which products can be submitted, which criteria are they subject to and who are the award judges?
Design is relevant to various spheres of life. Therefore, designers, as well as manufacturers, can submit work for 19 different product design categories. There is hardly any product that cannot be submitted and potentially be awarded. Whether designs are awarded a red dot is decided by a panel of independent, renowned experts, who are luminaries in their respective area of expertise and therefore contribute significantly to the quality of the competition. They set high standards for the assessment of the submissions and consider different criteria in their decisions. Some important aspects include the degree of innovation, functionality and ecological compatibility. However, this does not mean a product needs to meet all the assessment criteria to be awarded. The criteria serve as a guideline and some characteristics are given more weight than others.

How does the winning of an award affect sales figures?
The red dot is an excellent marketing instrument: the award allows designers and companies not only to distinguish themselves from their competitors, but also to use this seal of quality to communicate their success. This way, they indicate that they belong to the best of their industry. Some companies position the distinctive red dot prominently on their packaging in order to promote the sale of their product. Others use it to demonstrate their reputation. Through its international renown, the seal of quality generates significant attention for a product and can ensure the long-term association of a brand with excellent design quality.

Unfortunately, investment in design is frequently considered to be an extravagant cost, but such investment yields considerable added value: ultimately, design is one of the main criteria for the consumer’s purchase decision.

What direction will design trends likely take, and do manufacturers and consumers consider whether the materials used are ecologically friendly?
Nowadays, consumers are more rational, conscientious and better informed than ever before. They support organic and eco, and their product requirements too have kept pace. For this reason, “green design” is of great importance for designers and manufacturers. This is not just a question of reducing the quantity of toxic substances contained in primary material but of finding enduring design solutions. Ecologically compatible designs are the strongest trend in all manufacturing industries currently because they point the only reasonable way into the future.

When designing new products, various aspects must be considered: shape and function must work together, the product should be adapted to the physical and mental requirements of the user and durability of the product must be ensured through prudent choice of material and its composition.

Manufacturers and designers can submit their latest creative works for this year’s red dot award for product design until 8 February.