As a discipline, industrial design is more than a century old, yet its role in medical R&D is often misunderstood by engineering and executive management who are historically focused on technology, safety and efficacy. The old stereotype that designers merely round off the edges of an enclosure and apply racing stripes to sex up the aesthetics still lives on in some minds. The good news is that for some time now marketing and sales teams have come to understand the value of good design. So why is there this misunderstanding? At its core, industrial design seeks to satisfy intrinsic and often subjective qualities of a product, important attributes whose values can be difficult to quantify and associate with commercial success, a conundrum familiar in marketing but not necessarily engineering.
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