The importance of design to business success Source: Design Council report by OLR: Design awareness and behaviour study, 1997 Rising awareness of the importance of design A survey among the UK's large manufacturing businesses in 1995 found that just 42% of respondents considered design to be an essential component of their work. By 1997 this figure had risen to 69%. Source: Design Council report by OLR: Design awareness and behaviour studies, 1995 & 1997 Page 1 of 3