ndustrial design is increasingly important as a means to differentiate products and increase their value. At the same time, the speed with which a product is offered in the market depends on the ability to integrate the design into the production process. However, many SMEs - particularly new technology-based companies - lack specialized skills in design management and often do not pay enough attention to this aspect. The automotive industry and large companies such as Philips and Braun manage and measure the impact of design as an innovative tool. In recent years, industrial companies that are at the forefront in the production of certain products are beginning to experience strong competition that is not equally protected. They suffer the impacts of the experience offered by almost the same products at lower prices, thanks to a lower investment in research and development, which reduces their cost structure.