It has been proved now scientifically: the performance of a product is up to 20% better if in the process of development attention has been paid to design. This is the outcome from a research done by the RSM, Erasmus University and the Technical University Delft. Design effectiveness The success of a new product is larger if during the stages of development much attention has been paid to design and if designers are involved in the developmental process of the product. More successfull products and a better company image result then in better overall company performance. There are the most important findings of the research from 2010 that has been conducted in cooperation with many Dutch manufacturing and service companies. Better financial performance with more eye for design In the research the design activitities are devided into two main groups: (1) experience design, that activates the senses, improves self expression and calls for emotions and (2) funtional design, that focusses on technology, functionality and ergonomics. The more designers are involved in the development of a new product, the more attention is paid to both experience and functional design. This larger attention leads to better financial performance of the product. More freedom for designers The research shows that a number of positive effects of design are stronger if designers get more freedom to investigate ideas that are outside the project scope. This suggests that companies wanting to improve their performance should give more freedom to designers. Apart from that innovation of design in the fields of experience and functionality has as well an overall positive effect on the quality of the product.