A career in product design

The consumer market in India is blossoming with both national and international firms wooing Indian consumers with the most advanced, high-tech and innovative product offerings. Brands around the globe are competing to outperform each other with better designed  products to cater to the ever changing and diverse needs of the consumer.

For a product to stand out amongst the plethora of consumer products today and to connect with the consumers at a visceral level, its ‘design’ is a crucial success factor. A product designed to be aesthetically pleasing and functionally appealing will not only capture the attention of the consumers but also benefit the organisation offering it.

A designer’s role in these organisations involves envisioning, imagining, conceptualising and creating state-of-th-art products that people can use and cherish in their daily life. Product design or industrial design being a gentle mix of art and technology can help elevate human life experience by providing effective solutions to the identified consumer needs. A product designer works towards improving the novelty, usability, functionality and aesthetics of a product all the while considering the manufacturing feasibility and its marketability.

Demand for product designers in India has increased over the years and is currently growing at an annual rate of 10% as per Confederation of Indian Industry (CII) reports. With a dearth of skilled product designers in India, the need for qualified designers has increased manifold.

Essential skills
The skill to visualise and use the creative faculty of the brain to provide design solutions based on researched user requirements is foremost expected of a product designer. The ability to research and analyse the needs and desires of target customers and that of the product manufacturer is essential. Applying creative techniques and design principles to envision novel and innovative ideas for a multitude of products considering functionality, usability and aesthetics is an essential qualification. The designer must be able to sketch ideas and designs on paper quickly and create presentable marker-based renderings.

The designer must be proficient in using virtual illustration software such as Autodesk Sketch book or Adobe Photoshop to create 2D drawings of products and must also be able to use surface modelling and solid modelling software such as Autodesk Alias and Computer-Aided Three-Dimensional Interactive Application (CATIA) to build digital models and renderings.

In addition to subject-specific skills, a product designer must also be equipped with transferable skills such as problem-solving, presentation, communication, and the ability to initiate and work independently as well as in teams.

A career in product design would typically require a Bachelor’s (BDes) or a Master’s (MDes) degree in product design. A BDes programme is typically a 4-year programme and an MDes programme is typically a 2-year programme, both being equivalent to any engineering degree in the country.

A portfolio of works showcasing the expertise of an individual to proficiently apply design essentials; ideate designs that are aesthetic and functional in nature; sketch concepts of everyday objects, gadgets and products convincingly; and virtually model and illustrate concepts. Suggesting the use of appropriate materials and finishes based on design trends for the product is key for entering into any organisation as a product designer.

Some of the key players in the world of product design in the Indian market who hire product designers include Philips, General Motors, Hyundai, Samsung, LG, Onida, Mahindra & Mahindra, Volkswagen, Tata Technologies, HCL Technologies, Godrej, Bajaj and TVS Motor Company.

The prerequisites
The foremost criterion for a prospective student to pursue a course in product design is a keen interest to think, create and innovate new, exciting and futuristic product ideas. An inquisitive and a creative individual with a pre-university qualification (+2) in any stream can find an entry into the Bachelor’s programme. And for admissions into a masters level programme, a Bachelor’s degree in Engineering, Technology, Design, Architecture, Fine Arts, Science or allied disciplines related to Product Design is preferable.

While selecting a university for design studies a set of vital qualities must be looked into which include the kind of degree being conferred by the university; the workshops and laboratories available; interactive delivery practices being followed; the knowledge and cognitive, practical and capability skills being imparted to the students. Foreign tie-ups and industry link ups with the university must also be looked into.

(The author is associate dean, faculty of art and design, M S Ramaiah University of Applied Sciences, Bengaluru)