The field of design is the domain of competing ideas and strategies and is therefore hard to define. One thing is certain, however: In recent years the concept of design has been broadened.

In relation to the Danish Design Centre's strategy and in light of the possibilities and challenges in treating design as an integrated element of corporate strategy and business development, the Danish Design Centre has developed a definition of design.

Naturally, the definition has consequences for the Danish Design Centre's activities and methods, as it forms the essential basis for all the Danish Design Centre's activities.

The Danish Design Centre's design definition

• Design is the result of deliberate and creative work on an idea, a problem or a desire for change. The result, whether material or immaterial, should be characterised by aesthetics and create added value.

The definition reflects the broader meaning of the word "design". While the design concept previously had a more singular focus on aesthetics and styling and a much stronger emphasis on material aspects, today's design concept encompasses far more than aesthetics, and as often as not, the outcome of the designer's work is immaterial in character. It is, however, important for the Danish Design Centre to acknowledge the continued importance of aesthetics for the concept of design.

The Danish Design Centre works in the cross-field between design and business. One of the key tasks is to disseminate knowledge about the substantial business potential for companies of working with design. Hence, the Danish Design Centre's design definition also focuses on design as a tool for improving a company's bottom line. The use of design is a key parameter for economic growth, and this is something that the Danish Design Centre wishes to emphasise by including added value in the definition.

Added value has several components. From the economic/material value of a product, service or solution to other, immaterial values, which include user experiences, quality, expectations, sensory appeal and impressions, identification, and emotions. Whether the added value is material or immaterial, it must ultimately lead to growth, in the sense of a positive result in a company's business development. In other words, design is a key parameter of economic growth.