I am very thankful that these types of competitions are growing in popularity because they give in-house designers a chance to compete in their own arena. Winners are rewarded with a sense of legitimacy and well-deserved respect from their coworkers and the design community as a whole. The ability to quantify the success of a design can be obscured in some of the broader competitions that tend to focus primarily on cutting-edge visuals or clever advertising concepts. In-house design competitions also help acknowledge the utilitarian nature of the work submitted.
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