Hewlett Packard's Innovation principles

Design can help companies to move out of recession through simplifying, differenciating and innovating. As HP's chief Sam Lucente claims, design can help simplify products by reducing parts and thus save money, and creating user friendly objects, differentiate typical products by giving the consumers the "new must have product", and innovate by inventing a new product or service that will "refresh" the market and move towards economic recovery.

If design is personalised and consumer orientated can lead to fresh results and optimistic consumer behavior.