The size of the European design market A report by the Netherlands Design Institute put the value of the European design market at US$9.5 billion (fee earnings or money spent on design). Of this money, 35.9% ($3 billion) was spent on graphics, 24.2% ($2 billion) was spent on product development, and 39.9% ($3.3 billion) was spent on environmental design (including shops). By the year 2000, the institute estimates that the market will be worth around $14 billion. According to the same report, Britain has Europe's largest design market with $2.4 billion spent annually on design, followed closely by the German market ($2.2 billion). Much of the British growth has been fueled by expansion in corporate identity, packaging, publishing, retail and leisure design. The German market relies more on product development and public/institutional design and urban/civic projects. France and Spain share third place in terms of design spend. Both have design markets worth around $0.9 billion. Italy is 5th with an established design market worth US$0.8 billion. Source: Netherlands Design Institute report, 1994 Page 1 of 2