CREATIVITY, INNOVATION and DESIGN are the buzzwords of the new global economy. And the inspirational direction for PJCAD.

Creativity is what makes people, firms and regions unique. It is the capacity to find innovative solutions to problems, to create new products or processes – either from scratch or by combining already existing elements - and by doing so contributing to the creation of economic value. As such, creativity is clearly linked to innovation and entrepreneurship in order to guarantee its translation into market opportunities. In the context of a globalizing world, where many regions and countries are no longer able to compete in their traditional sectors on the basis of cost minimization or productive efficiency, firms and governments are looking to redefine their economic strategy to find new sources of competitive advantages, and in this, entrepreneurial creativity has become key.

With growing access to better technology, industries are increasingly competing at equal price and functionality. The new competitive advantage lies in the ability to carve out new markets and create new markets through the fusion of business, technology and arts. Design, which functions to bring out such convergence, has emerged as the key differentiation strategy for business.

Innovation in education is the key in developing a new generation of creative designers with a strong intellectual foundation in the arts and humanities, and skills to integrate technology and business in design.

why study design?

Design is one of the fastest growing industries of this decade.

Design objects are found in all aspects of our lives. Advertisements, books, clothes, movies, the Internet, mobile phones, cars and buildings are all produced through design thinking.

Design is the reflection of a developed society and good designers are sought after to produce work of high standards.

Designers are people with the desire — and the talent — to create. Businesses need people who can apply these skills in a number of ways. In a sea of look-alike products and services, design creates the “Wow!” factor.

Managers, facing fierce global competition, look to design for the kind of innovation that generates organic growth, new revenues and wider profit margins

Source: Business Week (July 2005)