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Synopsis Today's markets constantly see the introduction of new products and services. In an effort to woo consumers and create a strong differentiation, companies are constantly innovating and trying to improve their products on various counts like usability, design aesthetics, pricing, experience and so on. To add to this, consumer research shows that a majority of today s consumers make their final buying decision at the store shelf. Various circumstances such as these are responsible for companies looking at product and packaging design with new eyes. Both have evolved into drivers of branding initiatives from their original roles as parts of the branding process. This has led companies to spend a lot of time and money on the process of design. The rise of new concepts and strategies like customer experiences, customer delight and differentiation has resulted in design becoming important in many areas. These can be broadly divided into graphics, products, architecture, fashion, footwear and textiles. Product areas where design is important include arts, crafts and jewelry, engineering structures, processes and components, electrical and electronic circuitry, software and CAD. Graphic areas include promotional and technical literature, typography, books, interiors, company image and logo. This book looks at design and the multi-disciplinary approach required to combine all these elements in a proper degree to create a holistic brand experience. It also discusses the fact that design is no longer the responsibility or the output of a single department but that of every functional department in a company. Further, it examines new concepts like green design and developments like the rise of Asian design.