In-house designers know their history

I refer to the case study in your product sector report (DW 24 July) on Seymour Powell and Rowenta.

I feel the overall footprint shape of the design credited to Seymour Powell bears more than a passing similarity to the Hoover Telios canister cleaner launched back in 1997.

Fresh thinking is desirable in most industries, and this is the great benefit that outside consultants can bring to the table. But the necessarily brief excursion that is taken by a consultant into a particular sphere of industry may mean that many design solutions are subconsciously collected and reissued as original thinking.

Conversely, the industry in-house designer has accumulated an in-depth knowledge of previous designs executed in that field and, therefore, is aware of “borrowed” design detailing or, conversely, product design that really breaks new ground.

George Church

Industrial design

manager

Hoover

Merthyr Tydfil

Mid Glamorgan CF48 4TU