Comment by Patrick Avenell
The decision by Good Design Australian to restructure its categories for the Australian International Design Awards is a good move that will greatly benefit entrants from the appliance and consumer electronics industries.
Unlike in previous years, when all consumer products were lumped together under the broad ‘Consumer’ label, the 2013 Awards will separately recognise Domestic Appliances and Consumer Electronics, meaning there will be no repeat of perplexed onlookers complaining to this journalist that their premium product with a million features was beaten by an admittedly excellent garlic crusher.
Because these categories are now separate, it means there will definitely be a Best in Category stamp of approval awarded to an appliance and an electronic device. These labels are extremely influential to prospective consumers, who know that this simple sticker means the product has been tested by experts and performs to an exceptional standard. In short, it’s a product worth paying more for.
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Another learning from the 2012 edition was the need to provide more scope for digital products to be included. The absolutely brilliant Rdio music streaming app and service was a surprise finalist last year. The surprise wasn’t that it was being acknowledged, but that it was up against a tripod attachment, a mini converter and professional video editing solution. An app is not the same industry as industrial hardware.
Therefore, the introduction of a dedicated Digital and Online category is also praiseworthy. For too long, software and program developers have not received the credit they are due for their outstanding and important work.
Many people intimate with the video gaming industry have lamented that their work is considered inherently inferior to other pursuits, such as film and television, even though gaming continues to grow and reap billions of dollars in revenue.
At the 2013 Awards, a video game or an iPhone app or a website will be named Best in Category and will be automatically entered into the mix for the overall Design Award of the Year major prize. That is a great development for those industries.
Disclosure: the author of this article has received complimentary Rdio subscriptions.