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8
DESIGNING
THE PRODUCT
OF THE FUTURE
The Caribbean has always been known for its creativity and creative
expression, and in this region, the creative industries have always
played a role in driving economic activity. Fromthe colourful carnivals
to rhythmicmusic, to thriving theatre scenes and the products and
fashion thatwemake, however the economic impact of our creative
production is not always recognised.
The reality however, is several areas of design have the potential to
contribute significantly to the Caribbean economy. Focusing specifically
on the area of Product Design, this segment of the creative industry
can vastly improve the profitability of the manufacturing sector from
small-scale artisanal production to large industrial factories. Design
can also assist with the enhancement of the tourism experience in the
Caribbean, and since tourism contributes significantly to the GDPs of
the region, this contribution is one that cannot be ignored.
Yet many of the producers and consumers in the Caribbean do not
recognize the production of artisans and small manufacturers in the
region as a segment of the manufacturing sector. Their products are
often classified as ‘handicrafts’ and considered ‘inferior’ to products
manufactured on a larger scale or manufactured abroad.
Product designers and makers of well-designed products can support
the tourism industry in many ways, such as helping hoteliers and
restaurateurs to upgrade their facilities, by making well-designed
souvenirs and mementos available for sale to retailers and visitors,
through branding and packaging that may make a product more
appealing to a more sophisticated audience and through other areas of
design such as interior design, which can enrich an experience. There
are also less obvious ways in which the design industry can contribute
to the regional landscape. We tend to think about design as it relates to
the design of ‘objects’ or ‘artifacts’ and product design and even graphic
design are examples of this, but designers also design ‘non-tangible’
things such as systems and experiences, and therefore design and
designers can also contribute to the regional landscape and economy
by applying design problem-solving methodologies to grander social
problems.
Most international counterparts do not realize that there is a creative
design industry in the Caribbean and that there are art and design
schools and professionals from most areas of design practicing in the
region. Where the presence of the creative industry is acknowledged,