1. Communicological Education for Reconciliation, some SEE’s case studies Prepared by Veljko Mijic, PhD student University of Zadar for the 17th Communicology and Education Conference, Dubrovnik, Aug 29-Sep 3, 2005

2. Reconciliation, where it is in all this?  Very complex social environment in SEE  Communications in between different ethnical and social groups, that will enable  Economical transactions (being paid for deeds, not for ethnical or political affiliations only)  Pareto optimum? Exit from P.O. situation?

3. Target groups we educate  People, institutions  Designers, in Furniture ind.  Producers  Media and communicology experts  Regional economic developers

4. How we have done this so far? 1 Line followed:  International Labor Organization’s SEE Projects ( “no institutions policy” clause)  Furniture cluster for export, 2003  The Sundzak International Fashion fair, 2004 2005  (LED Trainings in Macedonia, 2004)  Paris Furniture show, January 2005  Survey of Design in Serbia by The Chartamede Foundation, October 2004  Media Design Workshop, June 2005  Industrial Designers’ Colony, July 2005  17 Communicology and Education Conference, Aug 29-Sep 3, 2005

5. What comes next? 1  Danubius Design, October 2005  Further impact assessments, January 2006  ( >>> let’s analyze the process and progress, Aug 2005, >>> precede to How we have done this so far? 2 slide )  (>>> 18 th Conference?)

6. How we have done this so far? 2 Line followed:  International Labor Organization’s SEE Projects ( “no institutions policy” clause)  Furniture cluster for export, 2003  The Sundzak International Fashion fair, 2004 2005  (LED Trainings in Macedonia, 2004)  Paris Furniture show, January 2005  Survey of Design in Serbia by The Chartamede Foundation, October 2004  Media Design Workshop, June 2005  Industrial Designers’ Colony, July 2005 (9 hours in live coverage)  17 Communicology and Education Conference, Aug 29-Sep 3, 2005

7. Survey of Design: Research aims  Attitudes of leading Serbia companies  Strengths and weaknesses  Problems  Solutions  Assess local needs through consultation and participation

8. Survey of Design: Methodology  Phase 1  Quantitative survey with 40 companies  Phase 2  Personal interviews with 5 designers  Phase 3  Round table discussion with industry, designers, government, education, and the development community

9. Survey of Design: Phase 1 - Methodology  Over 100 companies mailed  40 companies replied  Mostly SEDP companies, a few others  Self completion questionnaire via email to CEO/General Manager/Marketing director  Telephone follow-up  2 week period

10. Survey of Design: Phase 1 Quantitative Survey Results

11. Survey of Design: Sample  Size of company by number of employees  Under 517.5%  6-1012.5%  11-2020%  21-5010%  51-10015%  100+12.5  No answer12.5% Base: 40

12. Survey of Design: What role does design have in your company?  New product development72.5%  Packaging upgrading30%  Marketing/communications/17.5% product placement Multiple choice

13. How do you meet your design needs?  Domestic freelance designers57.5%  In-house design team55%  Domestic agency42.5%  Foreign agency32.5%  Foreign freelance designers7.5%  Others10% Multiple choice

14. How important are the following when selecting a designer/agency? VeryFairlyNot veryNot at all %% Design Skills97.502.50 Professionalism77.5202.50 Knowledge of market354022.52.5 Long relationship27.545207.5 Recommendation2532.5357.5 Reputation25353010 Price17.567.5150 Base: 40

15. Overall what is the standard of design in Serbia? Very Good AveragePoor Very Poor Don’t Know %%% Graphics/Web12.55022.512.502.5 Fashion7.547.53012.502.5 Furniture2.51042.5402.5 Industrial2.5 304517.52.5 Packaging01047.53552.5 Base: 40

16. Has your business benefited from investment in better design?

17. If yes, how has it benefited? “We engaged an Italian company to improve the presentation of our clothes, it was expensive, but we have increased our sales” “We developed special packaging for our raspberries and we were able to place our product in new markets” “The introduction of small packaging with trendy colours has increased our sales” “Design is important to us, from the back end, to the interface, through to packaging. Improving our corporate image also helped us make new partnerships abroad”

18. What are the obstacles for your company in terms of investing in better design?  Design expensive/lack of finance25%  There are no obstacles22.5%  Role of design not understood12.5%  Design is not important10%  Cannot find good designers7.5%  Conservative approach 5%  Don’t Know12% Multiple choice

19. What are the strengths of domestic designers?  Talented young designers62.5%  Low prices60%  Comparable to int’ standards25%  Well educated22.5%  There are no strengths10%  Professionalism5%  Others5%  Don’t know 5% Multiple choice

20. What are the weaknesses of domestic designers?  Poor professionalism 67.5%  Lower than int’ standards35%  Badly educated25%  There are no weaknesses5%  High prices2.5%  Lack of experience2.5%  Short supply2.5%  Don’t know10% Multiple choice

21. What is preventing the domestic design industry from developing?  Not enough jobs for young designers62.5%  Design is not viewed as important 57.5%  Good designers are leaving 52.5%  Lack of support from government52.5%  No formal representation for designers42.5%  Lack of support from dev. agencies32.5%  Design community not coordinated32.5%  Poor education and training20%  Job awards on merit not connections2.5%  Don’t know10% Multiple choice

22. What can be done to help the design industry grow?  Promote the role of design in business70%  Raise profile of domestic designers 67.5%  Connect industry and designers60%  Raise profile of Serbian design abroad57.5%  Networks for designers 40%  Better legal situation/protection2.5%  Don't know10% Multiple choice

23. Do you think better design would make your company more competitive?

24. Is there enough communication between the design community and industry?

25. Do you think domestic companies understand the role of design in business?

26. Would your company benefit from greater interaction with foreign designers?

27. Are Serbian products able to compete with foreign products on the domestic market? YesNoDK %% Price9505 Standard of design15805 Packaging15805 Product quality62.532.55

28. Are Serbian products able to compete with foreign products on the international market? YesNoDK %% Price9055 Standard of design15805 Packaging12.282.55 Product quality55405

29. Would your company be interested to learn more about the role of design in business?

30. Survey of Design: The end  Survey of Design: The End  >>> go to present other educational events

31. Other events  other educational events

32. What comes next? 2  What are achievements? Visibility increased Transactions enabled Experts trained in different professions Etc. What comes next?  Danubius Design, October 2005  Further impact assessments, January 2006  ( >>> 18 th Conference? )